Fauzan, Muhammad Daffa (2025) PENGARUH CONTENT MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DENGAN CUSTOMER TRUST SEBAGAI VARIABEL MEDIASI (Studi pada Gen- Z pengguna Smartphone Samsung di kota Tangerang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to analyze the effect of content marketing and electronic word of mouth (e-WOM) on purchasing decisions with customer trust as a mediating variable, especially for Generation Z Samsung smartphone users in Tangerang City. The background of this study is based on the decline in Samsung's sales and market share in the last five years, as well as the high dependence of Gen-Z consumers on digital media and online reviews in making purchasing decisions. The method used is quantitative with a Structural Equation Modeling (SEM) approach using SmartPLS 4.0 software. Data was obtained through distributing questionnaires to 170 Gen-Z respondents who use Samsung smartphones. The results showed that content marketing and e-WOM have a positive and significant effect on purchasing decisions, both directly and indirectly through customer trust as a mediating variable. This finding confirms that consumer trust plays a crucial role in strengthening the effectiveness of digital marketing strategies. This research is expected to contribute to the development of digital marketing literature and become a strategic reference for industry players in developing effective marketing campaigns that are oriented towards customer trust.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk menganalisis pengaruh content marketing dan electronic word of mouth (e-WOM) terhadap keputusan pembelian dengan customer trust sebagai variabel mediasi, khususnya pada Generasi Z pengguna smartphone Samsung di Kota Tangerang. Latar belakang penelitian ini didasarkan pada penurunan penjualan dan pangsa pasar Samsung dalam lima tahun terakhir, serta tingginya ketergantungan konsumen Gen-Z terhadap media digital dan ulasan daring dalam pengambilan keputusan pembelian. Metode yang digunakan adalah kuantitatif dengan pendekatan Structural Equation Modelling (SEM) menggunakan software SmartPLS 4.0. Data diperoleh melalui penyebaran kuesioner kepada 170 responden Gen-Z pengguna smartphone Samsung. Hasil penelitian menunjukkan bahwa content marketing dan e-WOM berpengaruh positif dan signifikan terhadap keputusan pembelian, baik secara langsung maupun tidak langsung melalui customer trust sebagai variabel mediasi. Temuan ini menegaskan bahwa kepercayaan konsumen memainkan peran krusial dalam memperkuat efektivitas strategi pemasaran digital. Penelitian ini diharapkan dapat memberikan kontribusi bagi pengembangan literatur pemasaran digital dan menjadi acuan strategis bagi pelaku industri dalam menyusun kampanye pemasaran yang efektif dan berorientasi pada kepercayaan pelanggan. | |||||||||
| Uncontrolled Keywords: | Content marketing, Electronic word of mouth (e-WOM), Customer trust, Purchase Decision, Generation Z, Pemasaran Konten, Electronic word of mouth (e-WOM), Kepercayaan Pelanggan, Keputusan Pembelian, Generasi Z, | |||||||||
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
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| Depositing User: | Muhammad Daffa Fauzan | |||||||||
| Date Deposited: | 08 Sep 2025 02:45 | |||||||||
| Last Modified: | 08 Sep 2025 02:45 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/53606 |
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