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primary topic: PENGARUH CONTENT MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE DECISION DENGAN PRICE DISCOUNT SEBAGAI VARIABEL MODERATING (STUDI PADA KONSUMEN MOISTURIZER WARDAH DI SHOPEE)

PENGARUH CONTENT MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE DECISION DENGAN PRICE DISCOUNT SEBAGAI VARIABEL MODERATING (STUDI PADA KONSUMEN MOISTURIZER WARDAH DI SHOPEE)
type: Thesis
type: Article
abstract: 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
date: 2026
status: published
creator: ARTHA APRILIA
author list: authors
THS: LUTFI LUTFI
THS: DIQBAL SATYANEGARA
type: EPrint
type: ThesisEPrint
is part of: repository
has document: PENGARUH CONTENT MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE DECISION DENGAN PRICE DISCOUNT SEBAGAI VARIABEL MODERATING (STUDI PADA KONSUMEN MOISTURIZER WARDAH DI SHOPEE) (Text)
subject: Communication (General)

PENGARUH CONTENT MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE DECISION DENGAN PRICE DISCOUNT SEBAGAI VARIABEL MODERATING (STUDI PADA KONSUMEN MOISTURIZER WARDAH DI SHOPEE) (Text)
type: Document

PENGARUH CONTENT MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE DECISION DENGAN PRICE DISCOUNT SEBAGAI VARIABEL MODERATING (STUDI PADA KONSUMEN MOISTURIZER WARDAH DI SHOPEE) (Text)
type: Document

PENGARUH CONTENT MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE DECISION DENGAN PRICE DISCOUNT SEBAGAI VARIABEL MODERATING (STUDI PADA KONSUMEN MOISTURIZER WARDAH DI SHOPEE) (Text)
type: Document

PENGARUH CONTENT MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE DECISION DENGAN PRICE DISCOUNT SEBAGAI VARIABEL MODERATING (STUDI PADA KONSUMEN MOISTURIZER WARDAH DI SHOPEE) (Text)
type: Document

PENGARUH CONTENT MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE DECISION DENGAN PRICE DISCOUNT SEBAGAI VARIABEL MODERATING (STUDI PADA KONSUMEN MOISTURIZER WARDAH DI SHOPEE) (Text)
type: Document

PENGARUH CONTENT MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE DECISION DENGAN PRICE DISCOUNT SEBAGAI VARIABEL MODERATING (STUDI PADA KONSUMEN MOISTURIZER WARDAH DI SHOPEE) (Text)
type: Document

PENGARUH CONTENT MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE DECISION DENGAN PRICE DISCOUNT SEBAGAI VARIABEL MODERATING (STUDI PADA KONSUMEN MOISTURIZER WARDAH DI SHOPEE) (Text)
type: Document

PENGARUH CONTENT MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE DECISION DENGAN PRICE DISCOUNT SEBAGAI VARIABEL MODERATING (STUDI PADA KONSUMEN MOISTURIZER WARDAH DI SHOPEE) (Text)
type: Document

PENGARUH CONTENT MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE DECISION DENGAN PRICE DISCOUNT SEBAGAI VARIABEL MODERATING (STUDI PADA KONSUMEN MOISTURIZER WARDAH DI SHOPEE) (Text)
type: Document

UNIVERSITAS SULTAN AGENG TIRTAYASA
type: Organization

MANAJEMEN, UNIVERSITAS SULTAN AGENG TIRTAYASA
type: Organization

ARTHA APRILIA
type: Person
given name: ARTHA
family name: APRILIA

LUTFI LUTFI
type: Person
given name: LUTFI
family name: LUTFI

DIQBAL SATYANEGARA
type: Person
given name: DIQBAL
family name: SATYANEGARA

FAKULTAS EKONOMI DAN BISNIS
type: Organization

MANAJEMEN
type: Organization

https://eprints.untirta.ac.id/58815/
title: HTML Summary of #58815 PENGARUH CONTENT MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE DECISION DENGAN PRICE DISCOUNT SEBAGAI VARIABEL MODERATING (STUDI PADA KONSUMEN MOISTURIZER WARDAH DI SHOPEE)
format: text/html
primary topic: PENGARUH CONTENT MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE DECISION DENGAN PRICE DISCOUNT SEBAGAI VARIABEL MODERATING (STUDI PADA KONSUMEN MOISTURIZER WARDAH DI SHOPEE)

Communication (General)
type: Concept