The Influence of Content Marketing, Brand Image, and E-WOM (Electronic Word of Mouth) on the Purchase Decision of Skintific Moisturizer (Case Study of Shopee App Users in Batam City)

Abstract

This study aims to determine the influence of Content Marketing, Brand Image, and E- WOM (Electronic Word of Mouth) on the purchase decision of Skintific moisturizer in Batam City. This study uses a questionnaire distribution method using Google Forms to 100 respondents, specifically the people of Batam City who use the Shopee application. This study is a quantitative study. The sample size was determined using the Lemeshow formula. The data analysis techniques used in this study were Validity Test, Reliability Test, Normality Test, Multicollinearity Test, Heteroscedasticity Test, Multiple Linear Regression Analysis, Determination Coefficient, t-test, and F-test. Data processing was performed using SPSS software.