Gading Puspo Asmoro (1), Indah Respati Kusumasari (2)
General Background: Digital marketing shapes how consumers search, evaluate, and decide on e-commerce products. Specific Background: This study examines Eiger products on Shopee through content marketing, online customer reviews, and adventure influencers. Knowledge Gap: Prior studies showed inconsistent findings and had not tested these three variables together for Eiger products on Shopee. Aims: This study analyzes the simultaneous and partial relationships between the three digital marketing variables and purchase intention. Results: Using a quantitative associative design, data from 166 respondents were analyzed with multiple linear regression. The model explained 74.8% of purchase intention variance. Content marketing was the strongest significant predictor, followed by online customer reviews, while adventure influencers were not significant. Novelty: This study integrates content marketing, online customer reviews, and adventure influencers in one Eiger Shopee purchase intention model. Implications: Eiger should prioritize authentic informative content and transparent customer reviews while reassessing influencer collaboration.
Highlights:
Keywords: Content Marketing, Online Costumer Review, Adventure Influencer, Purchase Intention
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