P-ISSN: 2808-0467
E-ISSN: 2808-5051
Homepage: https://iss.internationaljournallabs.com/index.php/iss
733 This work is licensed under CC BY-SA 4.0
CONTENT MARKETING, BRAND AWARENESS, AND ONLINE
CUSTOMER REVIEW ON HOUSEWIVES’ PURCHASE INTENTION
ON SHOPEE
Nikita Gabby Riyadini
*
, Wenti Krisnawati
Muhammadiyah University of Gresik, Gresik, East Java, Indonesia
*
nikitariyadini@gmail.com
PAPER INFO ABSTRACT
Received:
January 2022
Revised: March
2022
Approved: March
2022
Background: This study aims to determine the influence of Content
Marketing, Brand Awareness, and Online Customer reviews on Purchase
Intentions in Housewives (IRT) in Shopee E-Commerce.
Aim: The purpose of this study is to find out the influence of Content
Marketing, Brand Awareness, and Online Customer reviews on Purchase
Intention in Housewives (IRT).
Method: This study used a sample of 107 respondents, the type of data used
primary and secondary using multiple linear regression analysis methods
using the SPSS 20 program.
Findings: The results showed that content marketing variables have a
positive and significant effect on Purchase Intention, Brand Awareness has a
positive and significant effect on Purchase Intention and Online Customer
Review has a positive and significant effect on Purchase Intention.
KEYWORDS
content marketing; brand awareness; online customer review; purchase intention
INTRODUCTION
The advancement of information and communication technology and the development of
the business world today, bring influence on the pattern of marketing activities in business
organizations and lifestyles of more modern society (Rosita, 2020). One of the facilities in this
information and communication technology is the internet. With regards to marketing, people
can find whatever they want to buy through the internet quickly (Dwijayanti & Pramesti, 2021).
The development of the internet has increased online shopping transactions. Related to the
increase in online shopping transactions (Rakhmawati, Permana, Reyhan, & Rafli, 2021). So,
thus consumers must be willing to choose a product category before making a purchase interest.
Purchasing willingness is a consumer behavior that occurs in response to an object that
indicates a customer's willingness to buy (Kotler & Keller, 2016).
The E-Commerce phenomenon provides a choice of how to shop for people not to come
directly to the store (Hartanto, Yuwono, & Ananda, 2021). The increasing number of E-
Commerce causes competition to increase (Tirtana, Zulkarnain, Kristanto, Suhendra, &
Hamzah, 2020). Therefore, the company is required to have a marketing strategy that can
compete with other companies (Elyarni & Hermanto, 2016).
The results of a mini-research that has been conducted on 20 housewives obtained data
that the number of Shopee E-Commerce users as many as 20 people. A total of 20 housewives
with children aged 3 years and over will look for products at discounted prices. After the price,
the new housewife will consider the trust of the seller and the existence of free shipping service.
From the survey, mothers choose to shop online, one of the biggest reasons is to avoid the
hassle of shopping outside the home with children. In addition, there are 3 other main reasons
Content Marketing, Brand Awareness, and Online Customer Review on Housewives’ Purchase Intention on
Shopee
734 Interdisciplinary Social Studies, 1(6), Mar 2022
housewives shop online that can be done anytime and anywhere, saving time and comparing
prices easily.
Hypothesis Development
The Influence of Content Marketing on Purchase Intention
The application of Content Marketing has been done well starting from what is in the
content, considered and adjusted to the characteristics of the company, then continued by
looking for information about what consumers want and how to satisfy them, until finally, it
can achieve content goals that interest consumers. This theory is also supported by the research
of Abdurrahim, et al. (2019) and Riska, et al. (2020) with the results of his research stating that
Content Marketing affects Purchase Intention. Researchers formulate the following
hypotheses:
H
1
: Content Marketing has an influence on Purchase Intention in Housewives (IRT) in
Shopee E-Commerce.
The Effect of Brand Awareness on Purchase Intention
Depth means consumers can easily remember and identify brands. As soon as a consumer
buys a product, the brand name comes to mind. If a product has brand depth and breadth at the
same time, consumers will think about a particular brand when buying that product. This means
that the product has high brand awareness. In addition, the brand name is the most important
factor in brand awareness. As a result, brand awareness influences purchasing decisions
through brand associations, which helps with marketing activities if the product has a positive
brand image. This theory is supported by the research of Eliasari, et al. (2017) and Riska, et al.
(2020) in their research that Brand Awareness has an influence on Purchase Intention.
Researchers formulate the following hypotheses:
H
2
: Brand Awareness has an influence on Purchase Intention in Housewives (IRT) in
Shopee E-Commerce.
The Influence of Online Customer Review on Purchase Intention
The application of Online Customer Review, more and more E-Commerce to put reviews
written by buyers or consumers online in the description of a product or service so that buyers
can get additional information about the product or service, commenting on the product can
increase purchase interest. It also helps to get consumer data and feedback about the products
and services the seller offers (Xie, Chen, & Wu, 2016). This theory is supported by Hasrul, et
al. (2021) in his research found that Online Customer Review has an influence on Purchase
Intention. Researchers formulate the following hypotheses:
H
3
: Online Customer Review has an influence on Purchase Intention in Housewives (IRT)
in Shopee E-Commerce.
Content Marketing, Brand Awareness, and Online Customer Review on Housewives’ Purchase Intention on
Shopee
735 Interdisciplinary Social Studies, 1(6), Mar 2022
Content Marketing
(X
1
)
Brand Awareness
(X
2
)
Online Customer
Review
(X
3
)
Purchase Intention
(Y)
H1
H2
H3
Figure 1. Hypotheses
METHOD
The research approach used in this research is the quantitative approach. According to
Sugiyono (2019), quantitative research methods can be interpreted as positively oriented
philosophical research methods used to survey specific populations or samples. The research
location was conducted at the Pt. Semen Indonesia (Persero) Tbk. Segunting RT. 01 to RT. 20,
RW. 01. Sidomoro Village.
The population of this study is Housewives who live in Pt. Semen Indonesia (Persero) Tbk
Segunting RT. 01 to RT. 20, RW 01 is 135 people. The sampling technique used is purposive
sampling with the criteria used as samples in this study are Housewives who live in The Office
Housing of PT. Semen Indonesia (Persero) Tbk Segunting RT. 01 to RT. 20, RW. 01 who uses
and has transacted more than twice on Shopee E-Commerce. From these criteria, 107 samples
were obtained.
Primary data is needed by the authors to conduct this study. Primary data is collected
directly by researchers themselves from respondents' answers by using questionnaires in order
to obtain information from the variables that are being used, namely Content Marketing, Brand
Awareness, and Online Customer Review. The data source was obtained from the results of
the answered questionnaire from the respondents.
Collect data using questionnaires distributed online through Google Form. Using the
Likert scale measurement scale strongly agree (5), agree (4), hesitate (3), disagree (2), strongly
disagree (1). The method used in this study was multiple linear regression. To find out the
influence of Content Marketing (X
1
), Brand Awareness (X
2
), Online Customer Review (X
3
) on
Purchase Intention (Y). The formula used in double linear regression is as follows:
Y=a+b
1
X
1
+b
2
X
2
+b
3
X
3
+e
RESULTS AND DISCUSSION
Table 1. Validity Test Results
Variable
r
tabel
r
count
Information
Content Marketing (X
1
)
0,1966
0,752
Valid
Content Marketing, Brand Awareness, and Online Customer Review on Housewives’ Purchase Intention on
Shopee
736 Interdisciplinary Social Studies, 1(6), Mar 2022
Variable
r
tabel
r
count
Information
0,1966
0,638
Valid
0,1966
0,763
Valid
0,1966
0,781
Valid
Brand Awareness (X
2
)
0,1966
0,756
Valid
0,1966
0,731
Valid
0,1966
0,691
Valid
0,1966
0,775
Valid
Online Customer Review
(X
3
)
0,1966
0,712
Valid
0,1966
0,767
Valid
0,1966
0,846
Valid
0,1966
0,802
Valid
Purchase Intention (Y)
0,1966
0,674
Valid
0,1966
0,851
Valid
0,1966
0,795
Valid
0,1966
0,851
Valid
Source: SPSS Data Processed
Based on table 1 indicates that each indicator for all variables has a calculated value greater
than the r
table
which is 0.1966 so it can be said that all instruments are declared valid.
Table 2. Reliability Test Results
Variable
Cronbach Alpha
Reliable
Information
Content Marketing (X
1
)
0,717
0,70
Reliable
Brand Awareness (X
2
)
0,718
0,70
Reliable
Online Customer Review (X
3
)
0,776
0,70
Reliable
Purchase Intention (Y)
0,774
0,70
Reliable
Source: SPSS Data Processed
Based on table 2 shows that each variable has a Cronbach Alpha value > 0.70. Thus it can
be concluded that the measuring instruments used in this study are reliable and the consistency
of indicators can be used at different times.
Table 3. Multicollinearity Test Results
Source: SPSS Data Processed
Variable
Tolerance
VIF
Information
Content Marketing (X
1
)
0,680
1,470
Non Multicollinearity
Brand Awareness (X
2
)
0,670
1,493
Non Multicollinearity
Online Customer Review
(X
3
)
0,666
1,501
Non Multicollinearity
Content Marketing, Brand Awareness, and Online Customer Review on Housewives’ Purchase Intention on
Shopee
737 Interdisciplinary Social Studies, 1(6), Mar 2022
Based on table 3 results of data management of each variable obtained VIF value that is
not more than 10 and tolerance value not less than 0.1, it can be concluded that the regression
model does not have a problem of multicollinearity.
Table 4. Heteroskedasticity Test Results
Source: SPSS Data Processed
From table 4.11 obtained the results for each variable has a significant value of more than
0.05 so that all variables in this study are said to have no heteroskedasticity problems.
Table 5. Normality Test Results
Model
Kolmogorov-Smirnov Z
Information
1
0,095
Normal distribution data
Source: SPSS Data Processed
Based on the results of normality testing, it is known that the value of Kolmogorov-
Smirnov Z produces an Asymp Sig of 0.09 greater than 0.05 thus the data in this study are
distributed normally.
Table 6. Model Feasibility Test
Model
Sig
Information
1
0,000
Proper
Source: SPSS Data Processed
Based on table 6, it can be seen that the signification value is 0.000 < 0.05 so it can be
concluded that the model in the study is said to be feasible.
Table 7. Multiple Linear Regression Test
Model
Unstandarized Coefficients B
Constant
0,766
Content Marketing
0,361
Brand Awareness
0,304
Online Customer
Review
0,314
Source: SPSS Data Processed
Y=a+b
1
X
1
+b
2
X
2
+b
3
X
3
+e
Y = 0.766+ 0.361X
1
+ 0.304X
2
+ 0.314X
3
+ e
Variable
Itself
Information
Content Marketing (X
1
)
0,411
No Heteroskedastity Occurs
Brand Awareness (X
2
)
0,864
No Heteroskedastity Occurs
Online Customer Review (X
3
)
0,373
No Heteroskedastity Occurs
Content Marketing, Brand Awareness, and Online Customer Review on Housewives’ Purchase Intention on
Shopee
738 Interdisciplinary Social Studies, 1(6), Mar 2022
1) The value of b
1
= regression coefficient X
1
(Content Marketing) of 0.361, meaning that
there is a positive relationship between Content Marketing (X
1
) and Purchase Intention (Y),
the higher the Content Marketing, the higher the Purchase Intention;
2) Value b
2
= regression coefficient X
2
(Brand Awareness) of 0.304, meaning that there is a
positive relationship between Brand Awareness (X
2
) and Purchase Intention (Y), the higher
the Brand Awareness, the higher the Purchase Intention;
3) The value of b
3
= Koefisien regression X
3
(Online Customer Review) is 0.314, meaning
that there is a positive relationship between Online Customer Review (X
2
) and Purchase
Intention (Y), the higher the Online Customer Review, the higher the Purchase Intention.
Table 8. Test Results T
Variable
Significant t
Result
Content Marketing
0,004
Significant
Brand Awareness
0,009
Significant
Online Customer Review
0,006
Significant
Source: SPSS Data Processed
Based on table 8 it can be known that:
1) Content Marketing Variable (X
1
) has a sig value of 0.004 < 0.05 so it can be concluded that
the Content Marketing variable has a significant effect on Purchase Intention;
2) The Brand Awareness Variable (X
2
) has a sig value of 0.009 < 0.05 so it can be concluded
that the Brand Awareness variable has a significant effect on purchase intention;
3) The Online Customer Review (X
3
) variable has a sig value of 0.006 < 0.05 so it can be
concluded that the Online Customer Review variable has a significant effect on purchase
intention.
Table 9. Determination Coefficient Test
Model
Adjusted R Square
1
0,387
Source: SPSS Data Processed
Based on table 8 results of the determination coefficient test obtained Adjusted R Square
value of 0.387 means that variables caused by content marketing variables (X
1
), Brand
Awareness (X
2
), and Online Customer Review (X
3
) affected by 38.7% on purchase intention
variables and 61.3% caused by other factors that are not present in this study.
Content Marketing Against Purchase Intention
The results of this study show that Content Marketing has a positive effect on Purchase
Intention. This is supported by research conducted by Abdurrahim and Sangen (2019)
wherewith the creation and distribution of content marketing that is attractive, consistent, and
easy to find for consumers will be able to increase consumer purchase requests.
Content Marketing, Brand Awareness, and Online Customer Review on Housewives’ Purchase Intention on
Shopee
739 Interdisciplinary Social Studies, 1(6), Mar 2022
Content marketing becomes an important thing for a company or business in generating
value for consumers in order to compete in this digital era. The results showed that the content
of Shopee E-Commerce has provided benefits for consumers, namely Housewives because
information about goods and benefits or promos that are being offered but wrapped in the
creation of interesting content contains information needed by consumers in the form of
complete information about the products offered. So that it can affect buying interest from
consumers.
Brand Awareness Terhadap Purchase Intention
The results of this study showed that Brand Awareness has a positive effect on Purchase
Intention. In line with research conducted by Eliasari & Sukaatmaja (2017) which concluded
that Brand Awareness has a positive and significant effect on Purchase Intention. The results
suggest that high levels of Brand Awareness may affect Purchase Intention.
The results of this study Brand Awareness is the ability of a prospective buyer to recognize
or recall that a brand is part of a certain product category. Housewives have brand awareness
to remember Shopee E-Commerce as e-commerce in Indonesia, explained that brand
awareness immediately appears in the minds of consumers after a certain brand is mentioned
(Firmansyah, 2019). Housewives remember Shopee e-commerce by using help such as Shopee
promotions and advertisements, only seeing the logo can recognize Shopee E-Commerce, and
using Shopee E-Commerce to shop online. Housewives recognize Shopee e-commerce because
of the free shipping vouchers that are Shopee’s mainstay, as well as discount promos for
product offers at the lowest prices, product purchase cashback, and convenience provided to
shop online, avoiding the hassle of shopping outside the home.
Online Customer Review of Purchase Intention
The results of this study show that Online Customer Review has a positive effect on
Purchase Intention. In line with research conducted by Hasrul et al. (2021) which shows that
Online Customer Review has an effect on buying interest. Reviews from online shoppers or
consumers in product or service descriptions to help buyers obtain additional information about
the product or service, in the presence of product comments and increased interest in buying.
If the online customer review given by other consumers is not good, it will be a
consideration for housewives to make a purchase. With this Online Customer Review,
housewives have more confidence in products sold through reviews provided by consumers,
because with confidence in reviews that describe the advantages and weaknesses of a product
(Lackermair, Kailer, & Kanmaz, 2013). So that it can be considered as a basis for buying
interest and can reduce the risk of differences in goods received, so as not to cause quarrels
with couriers when the goods are not in accordance with the imagined. Online Customer
Reviews made by other consumers according to housewives can add additional information
needed for example to see the color of clothing products listed in the original because this
review is a direct opinion of someone who has made a previous purchase. Unfortunately,
existing reviews sometimes don't really match reality. Many sellers make fake reviews so that
their products always get a positive rating. This then encourages them to commit fraud by
hiring the services of fake reviewers. Fake reviews can be noticed in terms of language, fake
reviews tend to use more rigid language to convey the message. Online Customer Review
Content Marketing, Brand Awareness, and Online Customer Review on Housewives’ Purchase Intention on
Shopee
740 Interdisciplinary Social Studies, 1(6), Mar 2022
provided by consumers becomes a source of information that can affect the interest in buying
products sold. The importance of online customer review if consumers read reviews carefully
can also be used as a comparison with the opinions of other users.
CONCLUSION
Based on the results of data analysis and interpretation of the results, the conclusions taken
from the study are as follows:
1) Content Marketing has a significant positive effect on Purchase Intention in Housewives
(IRT) in Shopee E-Commerce. Shopee E-Commerce Content Marketing provides real
information from a product in addition to content that is easily found on many social media
such as Instagram, Facebook, Tiktok, and Youtube so that content marketing can increase
purchase intentions on Shopee E-Commerce;
2) Brand Awareness has a significant positive effect on Purchase Intention in Housewives
(IRT) in Shopee E-Commerce. Shopee E-Commerce has built brand awareness in the
consumer's mind so that the ability of consumers to recognize and recall Shopee E-
Commerce. The increase in brand awareness made by Shopee makes Shopee even more
famous; and
3) Online Customer Review has a significant positive effect on Purchase Intention in
Housewives (IRT) in Shopee E-Commerce. Shopee provides convenience with online
customer reviews that are useful for consumers. Online customer reviews are given for
previous consumer experiences, so if the review assessment is good or high, it will increase
the reaction of consumer buying interest in Shopee. A product that has good reviews from
previous customers will provide positive value to the product so that it will make consumers
more confident in the products sold on Shopee. This shows that consumers also feel trusted
and helped when choosing products with online customer reviews on Shopee. In addition,
consumers also get the information needed when shopping at Shopee.
REFERENCES
Abdurrahim, Abdurrahim, & Sangen, Marijati. (2019). Pengaruh Content Marketing, Sales
Promotion, Personal Selling, Dan Advertising Terhadap Minat Beli Konsumen Pada Hotel
Biuti Di Banjarmasin. Jurnal Sains Manajemen Dan Kewirausahaan, 3(1), 42–47.
Dwijayanti, Andina, & Pramesti, Puji. (2021). Pemanfaatan Strategi Pemasaran Digital
menggunakan E-Commerce dalam mempertahankan Bisnis UMKM Pempek4Beradek di
masa Pandemi Covid-19. Ikra-Ith Abdimas, 4(2), 68–73.
Eliasari, Putu Ratih Artha, & Sukaatmadja, I. Putu Gede. (2017). Pengaruh brand awareness
terhadap purchase intention dimediasi oleh perceived quality dan brand loyalty. E-Jurnal
Manajemen Unud, 6(12), 6620–6650.
Elyarni, Reca, & Hermanto, Hermanto. (2016). Analisis SWOT Terhadap Strategi Pemasaran
Layanan SAP Express pada PT. SAP. Jurnal Metris, 17(2), 81–88.
Firmansyah, M. Anang. (2019). Pemasaran Produk dan Merek: Planning dan Strategy.
Penerbit Qiara Media.
Content Marketing, Brand Awareness, and Online Customer Review on Housewives’ Purchase Intention on
Shopee
741 Interdisciplinary Social Studies, 1(6), Mar 2022
Hartanto, Ignatius Soekarno, Yuwono, Andra Rizky, & Ananda, Roland. (2021). Fenomena
Perilaku dan Sikap Belanja Offline dan Online Shopping pada Masyarakat Millenial di
Jakarta. Jurnal Seni Dan Reka Rancang: Jurnal Ilmiah Magister Desain, 3(2), 173–188.
Hasrul, Aditya Farhan, Suharyati, Suharyati, & Sembiring, Rosali. (2021). Analisis Pengaruh
Online Customer Review dan Rating terhadap Minat Beli Produk Elektronik di
Tokopedia. Konferensi Riset Nasional Ekonomi Manajemen Dan Akuntansi, 2(1), 1352–
1365.
Kotler, Philip, & Keller, Kevin Lane. (2016). A framework for marketing management. Pearson
Boston, MA.
Lackermair, Georg, Kailer, Daniel, & Kanmaz, Kenan. (2013). Importance of online product
reviews from a consumer’s perspective. Advances in Economics and Business, 1(1), 1–5.
Rakhmawati, Nur Aini, Permana, Alvin Edgar, Reyhan, Arvy Muhammad, & Rafli, Hidayattul.
(2021). Analisa Transaksi Belanja Online Pada Masa Pandemi Covid-19. Jurnal
Teknoinfo, 15(1), 32–37.
Riska, Riska, Komariah, Kokom, & Jhoansyah, Dicky. (2020). Purchase Intention Pada Produk
Skincare. Syntax Idea, 2(7), 255–263.
Rosita, Rahmi. (2020). Pengaruh pandemi Covid-19 terhadap UMKM di Indonesia. Jurnal
Lentera Bisnis, 9(2), 109–120.
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta.
Tirtana, Arif, Zulkarnain, Adnan, Kristanto, Bagus Kristomoyo, Suhendra, Suhendra, &
Hamzah, Muhammad Azrul. (2020). Rancang Bangun Aplikasi E-Commerce Untuk
Meningkatkan Pendapatan UMKM. Jurnal Ilmiah Teknologi Informasi Asia, 14(2), 101–
108.
Xie, Karen L., Chen, Chihchien, & Wu, Shinyi. (2016). Online consumer review factors
affecting offline hotel popularity: evidence from tripadvisor. Journal of Travel & Tourism
Marketing, 33(2), 211–223.