The Influence Of Content Marketing, Social Media Interaction, And Consumer Trust On Purchase Decisions On Tokopedia (A Case Study Of University Students In Banda Aceh)

Abstract

This study aims to analyze the effect of Content Marketing, Social Media Interaction, and Consumer Trust on Purchase Decisions on the Tokopedia platform, with a case study of students in Banda Aceh City. This research uses a quantitative approach with a survey method involving 96 respondents selected through purposive sampling, and the data were analyzed using multiple linear regression. The results show that partially and simultaneously, Content Marketing, Social Media Interaction, and Consumer Trust have a positive and significant effect on Purchase Decisions, with Consumer Trust being the most dominant variable. This indicates that the better the quality of the content presented, the higher the level of social media interaction, and the stronger the consumer trust, the higher the purchase decisions on the e-commerce platform. Therefore, improving the quality of content marketing, increasing active interaction, and strengthening consumer trust are important factors in encouraging higher purchase decisions.