The Effect of Customer Reviews and Content Marketing on the Purchase Decision of HMNS Perfume on the Shopee E-Commerce Platform in the City of Surabaya

Ahmad Nur Badi’; Sugeng Purwanto

doi:10.55927/eajmr.v4i11.457

Authors

Ahmad Nur Badi’ National Development University “Veteran” of East Java
Sugeng Purwanto National Development University “Veteran” of East Java

DOI:

https://doi.org/10.55927/eajmr.v4i11.457

Keywords:

Customer Review, Content Marketing, Purchase Decision, Shopee, HMNS

Abstract

This study aims to examine how customer reviews and content marketing influence purchasing choices for HMNS perfume on the Shopee e-commerce platform in Surabaya. This research is based on the rapid growth of e-commerce in Indonesia and the intense competition in the beauty and personal care segment, especially for local fragrance brands like HMNS. The approach used in this study was a quantitative survey method. The research sample was obtained from consumers of HMNS perfume products from Shopee, located in Surabaya, selected using a purposive sampling technique. Data were collected through an online survey and analyzed using Partial Least Squares (PLS). The findings indicate that customer reviews significantly and positively influence purchasing choices for HMNS perfume on Shopee. Similarly, content marketing demonstrated a positive and substantial impact on purchasing choices.

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