PENGARUH INFLUENCER MARKETING, CONTENT MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE DECISION PADA PENGGUNA ONLINE RUANGGURU DI JAWA BARAT
DOI:
https://doi.org/10.61722/jemba.v3i1.2145Keywords:
Influencer Marketing, Content Marketing, electronic word of mouth, purchase decisionAbstract
This study aims to analyze the influence of influencer marketing, content marketing, and electronic word of mouth (E-WOM) on purchase decision among users of the Ruangguru online tutoring application in West Java. This research employs a quantitative approach using a survey method. The population consists of Ruangguru application users residing in West Java, with a total sample of 130 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed using the Partial Least Square–Structural Equation Modeling (PLS-SEM) method with SmartPLS 4 software. The results indicate that influencer marketing, content marketing, and electronic word of mouth (E-WOM) have a positive and significant effect on purchase decision. Among these variables, electronic word of mouth (E-WOM) demonstrates the strongest influence. These findings highlight the importance of integrated digital marketing strategies, particularly the management of online reviews and user experiences, in encouraging purchase decisions in technology-based education services.
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