Analysis of the Influence of Online Customer Reviews, E-Service Quality, Content Marketing and e-WOM on Purchase Decisions on Tokopedia: A Case Study on UMP Students

Abstract

Aims: This study aims to examine the effects of Online Customer Reviews, E-Service Quality, Content Marketing, and Electronic Word of Mouth (e-WOM) on Purchasing Decisions. Study Design: A quantitative approach using a survey-based method was employed. Place and Duration of Study: The study was conducted at Universitas Muhammadiyah Purwokerto from October to December 2025. Methodology: The population comprised 21,674 students from 11 faculties, with 130 respondents selected through purposive sampling. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). Results: The results of this study show that Online Customer Reviews and E-Service Quality have a positive and significant effect on Purchasing Decisions. In contrast, Content Marketing and E-WOM show positive but insignificant effects on Purchasing Decisions. Conclusion: The results confirm that Online Customer Reviews and E-Service Quality are key determinants of Purchasing Decisions on Tokopedia. However, Content Marketing and e-WOM have not yet been able to significantly influence Purchasing Decisions, suggesting limitations in building consumer trust. The model explains only part of the variance in Purchasing Decisions; therefore, future studies are encouraged to include additional variables such as Consumer Trust, Perceived Risk, Price, and Seller Reputation, as well as broader samples to enhance generalizability.