PENGARUH CONTENT MARKETING, SISTEM CASH ON DELIVERY (COD) DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK PADA TIKTOK SHOP DI KOTA BOGOR

Mujito ; Muhlis ; Wawan Hari Subagyo ; Yuliyanti
Economicus : Jurnal Ekonomi dan Manajemen 📅 2026 Vol 16, No 2 🔗 DOI: 10.47860/economicus.v16i2.235
Abstract
This study investigates the influence of Content Marketing, Cash On Delivery (COD) system, and Online Customer Review (OCR) on purchasing decisions for products on TikTok Shop in Bogor City. Rapid advancements in digital marketing, particularly the rise of social commerce platforms like TikTok Shop, underscore the importance of these factors. Using a quantitative method with a causality approach, the research involved a sample of 100 respondents who had made transactions on TikTok Shop in Bogor. Data analysis employed validity tests, reliability tests, multiple linear regression, t-test, F-test, and the coefficient of determination (R²). The results indicate that Content Marketing (t-count=4.824, sig=0.000), COD system (t-count=2.834, sig=0.006), and Online Customer Review (t-count=8.038, sig=0.000) all positively and significantly affect Purchasing Decisions partially. Simultaneously, all three variables significantly influence Purchasing Decisions (F-count=72.153, sig=0.000). The most dominant factor is Online Customer Review. The coefficient of determination (R2) is 0.683, meaning 68.3% of the variation in Purchasing Decisions is explained by these three variables.
Keywords
Content Marketing; Cash On Delivery; Online Consumer Reviews; Purchasing Decision
How to Cite

Mujito, et al. (2026). PENGARUH CONTENT MARKETING, SISTEM CASH ON DELIVERY (COD) DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK PADA TIKTOK SHOP DI KOTA BOGOR. Economicus : Jurnal Ekonomi dan Manajemen, 16(2). https://doi.org/10.47860/economicus.v16i2.235

Mujito; Muhlis; Wawan Hari Subagyo; Yuliyanti, "PENGARUH CONTENT MARKETING, SISTEM CASH ON DELIVERY (COD) DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK PADA TIKTOK SHOP DI KOTA BOGOR," Economicus : Jurnal Ekonomi dan Manajemen, vol. 16, no. 2, 2026.

Mujito; Muhlis; Wawan Hari Subagyo; Yuliyanti. "PENGARUH CONTENT MARKETING, SISTEM CASH ON DELIVERY (COD) DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK PADA TIKTOK SHOP DI KOTA BOGOR." Economicus : Jurnal Ekonomi dan Manajemen, vol. 16, no. 2, 2026.

Mujito; Muhlis; Wawan Hari Subagyo; Yuliyanti. "PENGARUH CONTENT MARKETING, SISTEM CASH ON DELIVERY (COD) DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK PADA TIKTOK SHOP DI KOTA BOGOR." Economicus : Jurnal Ekonomi dan Manajemen 16, no. 2 (2026).

Mujito, et al. (2026) 'PENGARUH CONTENT MARKETING, SISTEM CASH ON DELIVERY (COD) DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK PADA TIKTOK SHOP DI KOTA BOGOR', Economicus : Jurnal Ekonomi dan Manajemen, 16(2). doi: 10.47860/economicus.v16i2.235.

Mujito; Muhlis; Wawan Hari Subagyo; Yuliyanti. PENGARUH CONTENT MARKETING, SISTEM CASH ON DELIVERY (COD) DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK PADA TIKTOK SHOP DI KOTA BOGOR. Economicus : Jurnal Ekonomi dan Manajemen. 2026;16(2).

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