Product reviews, often referred to as online customer reviews, are direct responses from customers based on their experience with a good or service. These responses are usually in the form of digital content such as writings, photos and videos that are disseminated through online platforms and can influence consumers' decision to buy something. According to Almana and Mirza, the main factor influencing purchasing decisions is the number of online customer reviews and their accuracy.

Product reviews provide information from the consumer's point of view and can provide recommendations based on previous customer experiences (Liu et al., 2020) in (Cahyaningtyas & Wijaksana, 2021). Agustinus and Marbun (2020) state that product reviews are a way for customers to assess and obtain relevant information before deciding what they buy.

According to Lackermair, Kailer, and Kanmaz in (Shafa & Hariyanto, 2020), there are four important dimensions in product reviews, namely: (1) awareness, consumer awareness of the product; (2) frequency, the frequency of reviews that appear; (3) comparison, product comparison; and (4) influence, how much influence reviews have on consumer decisions.

The primary goal of content marketing, a sort of marketing activity used by businesses on social media sites like Facebook, YouTube, TikTok, and Instagram, is to enlighten consumers about the characteristics of their products.

According to Putra and Aulia (2023), content marketing is a crucial tactic for raising brand awareness and sales conversions.

According to Limandono (Abdjul et al., 2022), content marketing is a strategic method that involves the creation, production, and distribution of interesting material with the goal of turning viewers into paying consumers. Holmian and Rowley (2014 in Artika et al., 2024) state that dialogue, visual components, words, and phrases can all be considered content. All of these can be used to successfully communicate information and grab the target audience's attention.

Content marketing, according to Pulizzi in (Cahyaningtyas & Wijaksana, 2021), is a strategic approach to marketing that centers on producing and disseminating worthwhile, pertinent, and consistent content to a precisely defined target audience in order to motivate them to take actions that will benefit the business. According to Yusuf et al. (2020 in Cahyaningtyas & Wijaksana, 2021), the following six factors affect the allure of content marketing: readability, viewing time, tone, design, real-world events, and delivery mode.

According to Kotler and Armstrong (2012 in Cahyaningtyas & Wijaksana, 2021), a person solves problems by selecting alternative behaviours that he deems most acceptable while making purchases. This procedure is the initial step in the decision-making process for purchases. Assauri in (Br Marbun et al., 2022) discovered that the timing, frequency, and location of a consumer's purchases all affect their decision to acquire a product. The following are the six primary components in the decision-making process when making a purchase, according to Tjiptono (in Br Marbun et al., 2022): (1) product selection, (2) brand selection,

(3) channel selection, and (4) buy amount or number.

Description:

The following hypothesis can be made in light of the material's description above:

H1: It is suspected that product reviews affect decision-making at Tsamie Noodle Bar Restaurant.

H2: It is suspected that content marketing affects decision-making at the T`samie Noodle Bar Restaurant.

H3: Product reviews and content marketing are thought to influence customers' decisions to buy from Tamie Noodle Bar Restaurants.

H1 : Product reviews on restaurant purchasing decisions

According to (Hansel Agustinus & Saortua Marbun, 2020) product reviews are reviews contained in online and offline shopping media that make it easier for a consumer to choose and find information that is useful for consumers to make a decision on purchasing.

H2 : Content Marketing on Decision Resolution

According to (Putra & Aulia, 2023) explains that content marketing is the most important and basic strategy so that brands are better known and conversions are high.

H3 : Product reviews and Content Marketing Purchasing Decisions

Before entering the decision-making stage, customers are presented with a number of options; hence, they will act to choose to purchase a product based on pre-established options (Nuraeni & Irawati, 2021).

Based on the data above, the calculated r values for the Purchase Decision, Product Review, and Content marketing questions are all higher than the r table value (0.196). The computed r table yields a value of 0.196 using the r table value for N- 2 = 100-2 = 98 at the 5% significance level. As a result, every question raised above is legitimate.

A technique for evaluating a questionnaire's dependability is reliability, which is a variable of a construct or variable. The questionnaire is regarded as reliable if the answers remain consistent or stable throughout time. A variable is deemed dependable if its Cronbach Alpha value is more than 0.60 (Ghozali, 2018).

Table 2. Reliability test values

The reliability test resulted in values for all variables of more than 0.60, which based on the criteria, can be considered reliable, as can be looked at in the table above.

Normality Test

The normality test is used to determine whether or not the data obtained from each variable under analysis exhibits a normal distribution pattern. To determine whether the variables are normal, we apply the Kolmogorov-Smirnov formula. Depending on the classification method, a distribution is deemed normal if p > 0.05 and pathological if p < 0.05.

Finding out if the independent and dependent variables have a linear relationship is the aim of the linearity test. The linearity test requirements state that if the linearity significance value is less than 0.05 and the departure from the linearity significance value is greater than 0.05, then there is a linear relationship between the independent and dependent variables.

Table 4. Purchase Decision-Product

The aforementioned data indicate that there is a linear association between Products with Purchasing Decisions, with a Linearity significance value of 0.000

<0.05 and a Deviation from Linearity value of 0.101 > 0.05.

Table 5. Purchase resolution-Content marketing

The aforementioned results indicate a linear link between content marketing and purchase decisions, with a deviation from linearity value of 0.384

> 0.05 and a linearity significance value of 0.000 < 0.05.

Table 6. Multicollinearity Test Multicollinearity Test

The regression model does not exhibit multicollinearity, according to the multicollinearity test results table, since the VIF value is less than 10 and the tolerance value for each variable is more than 0.10.

To ascertain whether heteroscedasticity is present or not, statistical tests are employed. Decisions about the heteroscedasticity test are based on the Glejser test, which was selected as a statistical test (Ghozali, 2018).

Table 7. Heteroscedasticity test

The significance value of each variable is more than 0.05, indicating that there is no heteroscedasticity issue in the data, according to the Glejser method's heteroscedasticity test.

Finding out if the variance of the residuals in a regression model changes from one observation to the next is done using the heteroscedasticity test. To determine whether heteroscedasticity is present or not, a graph comparing the dependent variable's residuals (SRESID) and its projected value (ZPRED) can be utilized. If there is no discernible pattern and the points are dispersed above and below the 0 on the Y axis, heteroscedasticity is not present.

As seen in the accompanying graph, which lacks a discernible pattern, the dots are dispersed above and below point 0 on the Y-axis. This suggests that there is no heteroscedasticity in the data gathered for this study.

Table 8. Multiple regression analysis test

The multiple linear regression equation can be structured as follows based on the findings mentioned earlier:

Y= 5.891 + 0.257X(1) + 1.006X(2) _{+ e}

Partial T Test

Table 9. Partial T Test

With a significant level of 0.000 <0.05, the product's computed t value =

6.112 is more than the t table's t value = 1.984 displayed in the above table. Consequently, H0 is denied while H1 is accepted, demonstrating that products affect purchase decisions.

With the value of t count = 6.151 greater than t table = 1.984, the significant threshold of 0.000 <0.05 suggests that content marketing influences purchasing decisions.

Ghozali (2018) states that the F test is used to ascertain whether the independent variables have a simultaneous or combined effect on the dependent variable at the 0.05 level.

Table 10. F test

According to the aforementioned results, the significance for the content and product regression models is 0.000 or less than 0.05, and the computed F value of 77.462 is higher than the F table. Consequently, purchasing decisions are influenced by both the product and content regression models at the same time.

Based on earlier results from the coefficient of determination, the R Square value is 0.615. According to statistical calculations, the independent variables (product and content marketing) have a 61.5% chance of explaining changes in the dependent variable (choice to buy). Other factors not included in the regression model under analysis account for the remaining 38.5%.

Purchase decisions are significantly and favorably impacted by product reviews. This is demonstrated by a significance level below 0.05 (0.000 <0.05) and a computed t value of 6.112 that is higher than the t table of 1. 984. Given that H0

is rejected and H1 is accepted, it can be said that product reviews significantly influence consumers' decisions to buy.

This result is consistent with the study "The Effect of Product Reviews and the Use of Content Marketing on Social Media on Product Purchasing Decisions at Shopee Online Stores for GMIM Youth in Mandolang Satu Region" by Putri and Humaira (2023), which demonstrates that product reviews positively influence purchasing decisions. This means that the more positive and high- quality reviews left by prior customers, the more likely it is that new customers will make purchases. According to the study's findings, buyers will feel more confident and interested in making purchases if they read reputable and educational product reviews from other customers.

Resolutions to make purchases are positively and significantly impacted by content marketing. This is demonstrated by a significance level below 0.05 (0.000 <0.05) and a computed t value of 6.151 that is higher than the t table of 1.984. Therefore, it can be said that purchase resolutions are significantly impacted by content marketing.

The results of the study "The Effect of Content Marketing and Online Customer Reviews on Online Purchasing Decisions at the Berau Regency Student and Student Community (KPMKB) in Samarinda" by Atika et al. (2024) support this finding. The study demonstrates that content marketing influences purchasing decisions in a positive way, meaning that the more engaging and

pertinent marketing content offered, the more likely it is that customers will make a purchase. According to the study's findings, engaging and innovative social media marketing material will boost customer interest and engagement, which will in turn motivate consumers to make purchases.

Purchase decisions are positively and significantly impacted by both content marketing and product reviews. This is demonstrated by a significant level below 0.05 (0.000 <0.05) and a computed F value of 77.462, which is higher than the F table of 3.09. Therefore, it can be said that concurrent decision making is significantly impacted by the regression model of marketing content and product reviews.

The research by Lalensang et al. (2024) on "The Effect of Product Reviews and the Use of Marketing Content on Social Media on Product Purchasing Decisions at Shopee Online Stores for GMIM Youth in Mandolang Satu Region" supports this finding. It demonstrates that both product reviews and marketing content have a positive impact on purchasing decisions. This means that a combination of positive product reviews and engaging marketing content will increase the likelihood that customers will make a purchase. According to the study's findings, a marketing plan that combines original marketing material with reliable product reviews will be more effective at persuading customers to buy.