The Role of Customer Review, Customer Rating, and Content Marketing on Purchase Decisions of Elsana Coffee Products on Instagram

Abstract

This study aims to analyze the influence of Customer Review, Customer Rating, and Content Marketing on Purchase Decision. This research uses a quantitative approach with a causal associative research design. The research sample consisted of 200 respondents determined using a purposive sampling technique. Data collection was conducted through the distribution of questionnaires using Google Form. Data analysis was carried out using multiple linear regression with the help of SPSS version 26 through validity test, reliability test, classical assumption test, and hypothesis testing using t-test and F-test. The results of the study indicate that all research instruments are declared valid and reliable. Partially, Customer Review has a positive and significant effect on Purchase Decision. Customer Rating has a positive and significant effect on Purchase Decision. Content Marketing has a positive and significant effect on Purchase Decision. Simultaneously, Customer Review, Customer Rating, and Content Marketing have a significant effect on Purchase Decision. The coefficient of determination (R²) value of 0.565 indicates that 56.5% of Purchase Decision can be explained by Customer Review, Customer Rating, and Content Marketing, while the remaining is influenced by other factors outside the study. The results of this study have practical implications for companies in improving the quality of reviews, ratings, and content marketing strategies to influence consumers’ purchase decisions, as well as strengthening the theoretical understanding of factors influencing Purchase Decision.