%0 Thesis
%9 S1
%A APRILIA, ARTHA
%A UNIVERSITAS SULTAN AGENG TIRTAYASA,
%A FAKULTAS EKONOMI DAN BISNIS,
%A MANAJEMEN,
%B MANAJEMEN
%D 2026
%F eprintuntirta:58815
%I UNIVERSITAS SULTAN AGENG TIRTAYASA
%K Content Marketing, Electronic Word Of Mouth, Price Discount, Purchase Decision  Content Marketing, Electronic Word Of Mouth, Price Discount, Purchase Decision
%P 136
%T PENGARUH CONTENT MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE DECISION DENGAN PRICE DISCOUNT SEBAGAI VARIABEL MODERATING  (STUDI PADA KONSUMEN MOISTURIZER WARDAH DI SHOPEE)
%U https://eprints.untirta.ac.id/58815/
%X This study aims to explore the influence of content marketing and electronic word of mouth on purchase decisions, with price discounts as a moderating variable, for Wardah moisturizer products on Shopee.  Data collection in this study used a Google Form questionnaire distributed through social media and literature review. The study population was all individuals aged 18 and over who had used Wardah moisturizer products. A total of 230 samples were collected using purposive sampling. The analysis method used was Structural Equation Modeling (SEM) with the SmartPLS 4 analysis tool.  The results of this study are: (1) content marketing has a positive and significant effect on purchase decisions, (2) electronic word of mouth has a positive and significant effect on purchase decisions, (3) price discounts have a positive and significant effect on purchase decisions, (4) content marketing has a positive but insignificant effect on purchase decisions, moderated by price discounts, and (5) electronic word of mouth has a positive but insignificant effect on purchase decisions, moderated by price discounts.  Content Marketing, Electronic Word Of Mouth, Price Discount, Purchase Decision
%Z Penelitian ini memiliki tujuan untuk menelusuri pengaruh Content Marketing dan Electronic Word Of Mouth terhadap Purchase Decision dengan Price Discount sebagai variabel moderasi pada produk Moisturizer Wardah di Shopee.   Pengambilan data pada penelitian ini menggunakan kuesioner dalam bentuk google form yang disebar melalui media sosial dan studi kepustakaan. Populasi penelitian ini adalah semua individu yang pernah memakai produk moisturizer wardah dengan rentang usia lebih dari 18 tahun. Sampel pada penelitian ini berjumlah 230 sampel yang diambil menggunakan metode purposive sampling. Metode analisis yang digunakan adalah Structural Equation Modeling (SEM) dengan alat analisis Smartpls 4.   Hasil dari penelitian ini yaitu: (1) content marketing berpengaruh positif dan signifikan terhadap purchase decision, (2) electronic word of mouth berpengaruh positif dan signifikan terhadap purchase decision, (3) price discount berpengaruh positif dan signifikan terhadap purchase decision, (4) content marketing berpengaruh positif dan tidak signifikan terhadap purchase decision yang dimoderasi oleh price discount, (5) electronic word of mouth berpengaruh positif dan tidak signifikan terhadap purchase decision yang dimoderasi oleh price discount.  Content Marketing, Electronic Word Of Mouth, Price Discount, Purchase Decision