PENGARUH KONTEN MARKETING DI MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA SHOOPE DI KOTA SEMARANG

Abstract

This research examines the influence of marketing content on social media on consumer purchasing decisions on the Shopee e-commerce platform in Semarang City. Using a descriptive quantitative approach, with a sample of 50 people, this research found that marketing content positively and significantly affects consumer purchasing decisions. In addition, the marketing content variable shows a strong correlation and high reliability in influencing purchasing decisions. This research shows the importance of appropriate marketing content strategies in influencing consumer interest and trust in the region.