Content Marketing dan E-WOM terhadap Keputusan Pembelian Moisturizer Skintific
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
LPPM Politeknik Piksi Ganesha Indonesia
How to Cite
Al Ghifari, F. G., Nurhasan, R., & Munawar, S. (2025). Content Marketing dan E-WOM terhadap Keputusan Pembelian Moisturizer Skintific. Jurnal E-Bis, 9(2), 950-964. https://doi.org/10.37339/e-bis.v9i2.2552
References
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CHAKRAVARTI, *Dr. SHIVOM. (2024). the Role of Content Marketing in Building Customer Engagement. Interantional Journal of Scientific Research in Engineering and Management, 08(05), 1–5. https://doi.org/10.55041/ijsrem35321
Dwi Kurnia Saputri, S., Syafnur, M., Kusumah, S., & Pembangunan Tanjungpinang, S. (2024). Pengaruh Kualitas Produk, Citra Merek dan Harga Terhadap Keputusan Pembelian pada UMKM Kerupuk Ikan Tamban Ik Berkah. EKOMA : Jurnal Ekonomi, 3(5), 946–960. https://doi.org/10.56799/ekoma.v3i5.4314%0A
Erwin, L., Kartarina, K., Anggriani, R., Febriana, W., & Sriwinarti, N. K. (2023). Analisis Metode Regresi Linier Berganda Dan Ordinary Least Squared Dalam Mengelola Manajemen Operasional Penjualan MPM MOTOR Dealer di Lombok Timur. Journal of Information System, Applied, Management, Accounting and Research, 7(1), 137. https://doi.org/10.52362/jisamar.v7i1.1016
Firmansyah, F. R., & Arif, M. E. (2024). the Role of Perceived Risk and Electronic Word of Mouth (E-Wom) on Purchasing Decisions With Trust As a Mediator. Jurnal Kewirausahaan Dan Inovasi, 2(1), 164–176. https://doi.org/10.21776/jki.2023.02.1.15
Goyette, & Ricard. (2021). e-WOM Scale: word-of-mouth measurement scale for e-services context. Canadia Journal of Administrative Sciences. https://doi.org/https://doi.org/10.1002/cjas.129
Hanila Dewi, K. (2023). Peran Literasi Digital dan E- Commerce Terhadap Keputusan Pembelian Online. Coopetition : Jurnal Ilmiah Manajemen, 13(3), 499–504. https://doi.org/10.32670/coopetition.v13i3.2939
Haryono, R. (2022). Intensity, positive valence, negative valence, and content of electronic word of mouth influence online shopping intention. Jurnal Ekonomi Perusahaan, 29(2), 39–50. https://doi.org/10.46806/jep.v29i2.888
Indahsari, B., Heriyadi, H., Afifah, N., Listiana, E., & Fauzan, R. (2023). The Effect of Online Advertising and Electronic Word of Mouth on Purchase Intention through Brand Image as a Mediating Variable. South Asian Research Journal of Business and Management, 5(1), 1–9. https://doi.org/10.36346/sarjbm.2023.v05i01.001
Kepios. (2024). Digital 2024 Indonesia. Datareportal.Com. https://datareportal.com/reports/digital-2024-indonesia
Khotimah, N. K. (2023). The Influence of Product Quality, Brand Image, Price Perception on the Purchase Decision Process of Food and Beverages (Proceeding). European Alliance for Innovation. https://books.google.co.id/books?hl=id&lr=&id=xQsEEQAAQBAJ&oi=fnd&pg=PA162&dq=Khotimah,+N.+K.+(2023).
Kotler, p. (2016). A framework for marketing management. https://elib.vku.udn.vn/bitstream/123456789/4912/1/2016. A Framework for Marketing Management %286 ed%2C Global Edition%29.pdf
Maretha, S. D., Yani, M., & Nugroho, T. T. (2024). Analysis of the Content Marketing, Influencer Marketing, Brand Image and Price Perception on Purchase Decisions for Wardah Skincare Product on the Tiktok. International Journal Multidisciplinary (IJMI), 1(3), 153–167. https://doi.org/10.61796/ijmi.v1i3.185
Milhinhos, P. (2015). the Impact of Content Marketing on Attitudes and Purchase Intentions of Online Shoppers: the Case of Videos & Tutorials and User-Generated Content. Escola Brasileria De Administracao Publica E De Empresas (FGV EBAPE), 1–75. https://www.proquest.com/openview/27de371d2e5caf7f9cd296ad7e50f2d4/1?pq-origsite=gscholar&cbl=2026366&diss=y
Munandar, D., Assaf, R. A., & Putri, S. K. (2024). EFFECT OF ONLINE MARKETING COMMUNICATIONS, CONSUMER PREFERENCES, CONSUMER NEEDS ON PURCHASE BEHAVIOR AND THEIR IMPACT ON PURCHASE DECISIONS (Survey on the Tokopedia and Shopee Online Shop consumers in Bandung). Jurnal Soshum Insentif, 7(1), 43–52. https://doi.org/10.36787/jsi.v7i1.1415
Munawar, S., Setiawan, R., & Silviyanti, R. (2023). (2023). Pengaruh Customer Satisfaction terhadap Revisit Intention dan Dampaknya pada Electronic Word Of Mouth (E-WOM) di Wisata situ Bagendit. Jurnal Wacana Ekonomi. https://journal.uniga.ac.id/index.php/JA/article/view/2550
Mustika, W., & Kurniawati, D. M. (2022). Pengaruh Pemasaran Digital Terhadap Minat Beli Handuk Pada Marketplace “X.” Seri Seminar Nasional Ke IV Universitas Tarumanegara, 709–715. https://download.garuda.kemdikbud.go.id/article.php?article=2948540&val=26130&title=PENGARUH PEMASARAN DIGITAL TERHADAP MINAT BELI HANDUK PADA MARKETPLACE X
Nashiroh, A. A. S., Sudarmiatin, S., & Hermawan, A. (2025). Storytelling Marketing and e-Wom: Effects On Purchase Decision Through Brand Image (HMNS Parfume Users). Journal of Applied Business, Taxation and Economics Research, 4(5), 751–767. https://doi.org/10.54408/jabter.v4i5.425
Noviandi, A. (2021). Pengaruh E-Wom (Electronic Word Of Mouth) Terhadap Keputusan Pembelian Produk Food & Beverage Secara Online Pada Marketplace Tokopedia. Business and Enterpreneurship Journal (BEJ), 2(1), 25–29. https://doi.org/10.57084/bej.v2i1.652
Nur Fitria Febriyanti, & Renny Dwijayanti. (2022). PENGARUH E-SERVICE QUALITY DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK EMINA (Studi Pada Remaja Di Kota Surabaya). Jurnal Ilmu Manajemen, Ekonomi Dan Kewirausahaan, 2(2), 181–191. https://doi.org/10.55606/jimek.v2i2.260
Nurniati, N., Savitri, C., & Faddila, S. P. (2023). Word of mouth and Influencer Marketing strategy on Purchase Decision of Skincare Products in E-Commerce. International Journal of Economics Development Research, 4(1), 2023–2207. https://compas.co.id/
Parhan, A. (2023). Perputaran Uang E-commerce di Kabupaten Garut Capai Rp0,92 Triliun dari 317 Ribu Pengguna Internet Aktif. Garut.Pikiran-Rakyat.Com. https://garut.pikiran-rakyat.com/garut/amp/pr-527220187/peputaran-uang-e-commerce-di-kabupaten-garut-capai-rp092-triliun-dari-317-ribu-pengguna-internet-aktif
Safitri, F. N. A., Wibowo, S. B., & Rukmana, I. H. (2025). Peran Pemasaran Konten, Kualitas Layanan, dan Loyalitas Pelanggan dalam Meningkatkan Keunggulan Kompetitif di Era Digital. Journal Scientific of Mandalika (Jsm), 6(2), 409–418. http://ojs.cahayamandalika.com/index.php/jomla
Sanakri, K., & Nengsih, M. K. (2023). The Effect of Electronic Word of Mouth on Instagram Social Media on Purchasing Decisions (Case Study on Second Snoop Bengkulu Customers) Pengaruh Electronic Word of Mouth di Sosial Media Instagram Terhadap Keputusan Pembelian (Studi Kasus Pada Pelanggan T. Jurnal Ekonomi Manajemen Akuntansi Dan Keuangan, 4(3), 4. https://doi.org/10.53697/emak.v4i3
Solikhah, E. W., Fatmawati, I., Widowati, R., & Suyanto, M. (2022). The Effect E-Wom Website Attractiveness E-Trust and Innovation on Purchase Decision Online Sales. Journal of Distribution Science, 20(11), 61–69. https://doi.org/10.15722/jds.20.11.202211.61
Sugiyono. (2021). Metode penelitian komunikasi (Kuantitatif, kualitatif, dan cara mudah menulis artikel pada jurnal internasional). Alvabeta Bandung, CV.
Suharyanto, S., & Rahman, N. R. (2022). the Effect of Electronic Word of Mouth and Social Media Marketing on the Purchase Decision of Billionaire’S Project Products Through Product Quality. International Journal of Economics, Business and Accounting Research (IJEBAR), 6(1), 475. https://doi.org/10.29040/ijebar.v6i1.4816
Utami, R., Fadhilah, M., & Maharani, B. D. (2024). Pengaruh Online Customer Review Dan Electronic Word of Mouth Terhadap Purchasing Decision Dengan Brand Image Sebagai Varibel Intervening Pada Konsumen Lazada Di Yogyakarta. Jurnal Manajemen Terapan Dan Keuangan, 13(02), 390–404. https://doi.org/10.22437/jmk.v13i02.31739
Yaghtin, S., Safarzadeh, H., & Karimi Zand, M. (2020). Planning a goal-oriented B2B content marketing strategy. Marketing Intelligence and Planning, 38(7), 1007–1020. https://doi.org/10.1108/MIP-11-2019-0559
Yandi, A., & Widyanto. (2020). Model of Brand Image and Purchasing: Price Perception and Product Quality (Literature Review of Marketing Management). Journal of Accounting and Finance Management, 1(5), 262–271. https://creativecommons.org/licenses/by/4.0/
CHAKRAVARTI, *Dr. SHIVOM. (2024). the Role of Content Marketing in Building Customer Engagement. Interantional Journal of Scientific Research in Engineering and Management, 08(05), 1–5. https://doi.org/10.55041/ijsrem35321
Dwi Kurnia Saputri, S., Syafnur, M., Kusumah, S., & Pembangunan Tanjungpinang, S. (2024). Pengaruh Kualitas Produk, Citra Merek dan Harga Terhadap Keputusan Pembelian pada UMKM Kerupuk Ikan Tamban Ik Berkah. EKOMA : Jurnal Ekonomi, 3(5), 946–960. https://doi.org/10.56799/ekoma.v3i5.4314%0A
Erwin, L., Kartarina, K., Anggriani, R., Febriana, W., & Sriwinarti, N. K. (2023). Analisis Metode Regresi Linier Berganda Dan Ordinary Least Squared Dalam Mengelola Manajemen Operasional Penjualan MPM MOTOR Dealer di Lombok Timur. Journal of Information System, Applied, Management, Accounting and Research, 7(1), 137. https://doi.org/10.52362/jisamar.v7i1.1016
Firmansyah, F. R., & Arif, M. E. (2024). the Role of Perceived Risk and Electronic Word of Mouth (E-Wom) on Purchasing Decisions With Trust As a Mediator. Jurnal Kewirausahaan Dan Inovasi, 2(1), 164–176. https://doi.org/10.21776/jki.2023.02.1.15
Goyette, & Ricard. (2021). e-WOM Scale: word-of-mouth measurement scale for e-services context. Canadia Journal of Administrative Sciences. https://doi.org/https://doi.org/10.1002/cjas.129
Hanila Dewi, K. (2023). Peran Literasi Digital dan E- Commerce Terhadap Keputusan Pembelian Online. Coopetition : Jurnal Ilmiah Manajemen, 13(3), 499–504. https://doi.org/10.32670/coopetition.v13i3.2939
Haryono, R. (2022). Intensity, positive valence, negative valence, and content of electronic word of mouth influence online shopping intention. Jurnal Ekonomi Perusahaan, 29(2), 39–50. https://doi.org/10.46806/jep.v29i2.888
Indahsari, B., Heriyadi, H., Afifah, N., Listiana, E., & Fauzan, R. (2023). The Effect of Online Advertising and Electronic Word of Mouth on Purchase Intention through Brand Image as a Mediating Variable. South Asian Research Journal of Business and Management, 5(1), 1–9. https://doi.org/10.36346/sarjbm.2023.v05i01.001
Kepios. (2024). Digital 2024 Indonesia. Datareportal.Com. https://datareportal.com/reports/digital-2024-indonesia
Khotimah, N. K. (2023). The Influence of Product Quality, Brand Image, Price Perception on the Purchase Decision Process of Food and Beverages (Proceeding). European Alliance for Innovation. https://books.google.co.id/books?hl=id&lr=&id=xQsEEQAAQBAJ&oi=fnd&pg=PA162&dq=Khotimah,+N.+K.+(2023).
Kotler, p. (2016). A framework for marketing management. https://elib.vku.udn.vn/bitstream/123456789/4912/1/2016. A Framework for Marketing Management %286 ed%2C Global Edition%29.pdf
Maretha, S. D., Yani, M., & Nugroho, T. T. (2024). Analysis of the Content Marketing, Influencer Marketing, Brand Image and Price Perception on Purchase Decisions for Wardah Skincare Product on the Tiktok. International Journal Multidisciplinary (IJMI), 1(3), 153–167. https://doi.org/10.61796/ijmi.v1i3.185
Milhinhos, P. (2015). the Impact of Content Marketing on Attitudes and Purchase Intentions of Online Shoppers: the Case of Videos & Tutorials and User-Generated Content. Escola Brasileria De Administracao Publica E De Empresas (FGV EBAPE), 1–75. https://www.proquest.com/openview/27de371d2e5caf7f9cd296ad7e50f2d4/1?pq-origsite=gscholar&cbl=2026366&diss=y
Munandar, D., Assaf, R. A., & Putri, S. K. (2024). EFFECT OF ONLINE MARKETING COMMUNICATIONS, CONSUMER PREFERENCES, CONSUMER NEEDS ON PURCHASE BEHAVIOR AND THEIR IMPACT ON PURCHASE DECISIONS (Survey on the Tokopedia and Shopee Online Shop consumers in Bandung). Jurnal Soshum Insentif, 7(1), 43–52. https://doi.org/10.36787/jsi.v7i1.1415
Munawar, S., Setiawan, R., & Silviyanti, R. (2023). (2023). Pengaruh Customer Satisfaction terhadap Revisit Intention dan Dampaknya pada Electronic Word Of Mouth (E-WOM) di Wisata situ Bagendit. Jurnal Wacana Ekonomi. https://journal.uniga.ac.id/index.php/JA/article/view/2550
Mustika, W., & Kurniawati, D. M. (2022). Pengaruh Pemasaran Digital Terhadap Minat Beli Handuk Pada Marketplace “X.” Seri Seminar Nasional Ke IV Universitas Tarumanegara, 709–715. https://download.garuda.kemdikbud.go.id/article.php?article=2948540&val=26130&title=PENGARUH PEMASARAN DIGITAL TERHADAP MINAT BELI HANDUK PADA MARKETPLACE X
Nashiroh, A. A. S., Sudarmiatin, S., & Hermawan, A. (2025). Storytelling Marketing and e-Wom: Effects On Purchase Decision Through Brand Image (HMNS Parfume Users). Journal of Applied Business, Taxation and Economics Research, 4(5), 751–767. https://doi.org/10.54408/jabter.v4i5.425
Noviandi, A. (2021). Pengaruh E-Wom (Electronic Word Of Mouth) Terhadap Keputusan Pembelian Produk Food & Beverage Secara Online Pada Marketplace Tokopedia. Business and Enterpreneurship Journal (BEJ), 2(1), 25–29. https://doi.org/10.57084/bej.v2i1.652
Nur Fitria Febriyanti, & Renny Dwijayanti. (2022). PENGARUH E-SERVICE QUALITY DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK EMINA (Studi Pada Remaja Di Kota Surabaya). Jurnal Ilmu Manajemen, Ekonomi Dan Kewirausahaan, 2(2), 181–191. https://doi.org/10.55606/jimek.v2i2.260
Nurniati, N., Savitri, C., & Faddila, S. P. (2023). Word of mouth and Influencer Marketing strategy on Purchase Decision of Skincare Products in E-Commerce. International Journal of Economics Development Research, 4(1), 2023–2207. https://compas.co.id/
Parhan, A. (2023). Perputaran Uang E-commerce di Kabupaten Garut Capai Rp0,92 Triliun dari 317 Ribu Pengguna Internet Aktif. Garut.Pikiran-Rakyat.Com. https://garut.pikiran-rakyat.com/garut/amp/pr-527220187/peputaran-uang-e-commerce-di-kabupaten-garut-capai-rp092-triliun-dari-317-ribu-pengguna-internet-aktif
Safitri, F. N. A., Wibowo, S. B., & Rukmana, I. H. (2025). Peran Pemasaran Konten, Kualitas Layanan, dan Loyalitas Pelanggan dalam Meningkatkan Keunggulan Kompetitif di Era Digital. Journal Scientific of Mandalika (Jsm), 6(2), 409–418. http://ojs.cahayamandalika.com/index.php/jomla
Sanakri, K., & Nengsih, M. K. (2023). The Effect of Electronic Word of Mouth on Instagram Social Media on Purchasing Decisions (Case Study on Second Snoop Bengkulu Customers) Pengaruh Electronic Word of Mouth di Sosial Media Instagram Terhadap Keputusan Pembelian (Studi Kasus Pada Pelanggan T. Jurnal Ekonomi Manajemen Akuntansi Dan Keuangan, 4(3), 4. https://doi.org/10.53697/emak.v4i3
Solikhah, E. W., Fatmawati, I., Widowati, R., & Suyanto, M. (2022). The Effect E-Wom Website Attractiveness E-Trust and Innovation on Purchase Decision Online Sales. Journal of Distribution Science, 20(11), 61–69. https://doi.org/10.15722/jds.20.11.202211.61
Sugiyono. (2021). Metode penelitian komunikasi (Kuantitatif, kualitatif, dan cara mudah menulis artikel pada jurnal internasional). Alvabeta Bandung, CV.
Suharyanto, S., & Rahman, N. R. (2022). the Effect of Electronic Word of Mouth and Social Media Marketing on the Purchase Decision of Billionaire’S Project Products Through Product Quality. International Journal of Economics, Business and Accounting Research (IJEBAR), 6(1), 475. https://doi.org/10.29040/ijebar.v6i1.4816
Utami, R., Fadhilah, M., & Maharani, B. D. (2024). Pengaruh Online Customer Review Dan Electronic Word of Mouth Terhadap Purchasing Decision Dengan Brand Image Sebagai Varibel Intervening Pada Konsumen Lazada Di Yogyakarta. Jurnal Manajemen Terapan Dan Keuangan, 13(02), 390–404. https://doi.org/10.22437/jmk.v13i02.31739
Yaghtin, S., Safarzadeh, H., & Karimi Zand, M. (2020). Planning a goal-oriented B2B content marketing strategy. Marketing Intelligence and Planning, 38(7), 1007–1020. https://doi.org/10.1108/MIP-11-2019-0559
Yandi, A., & Widyanto. (2020). Model of Brand Image and Purchasing: Price Perception and Product Quality (Literature Review of Marketing Management). Journal of Accounting and Finance Management, 1(5), 262–271. https://creativecommons.org/licenses/by/4.0/