<> "The repository administrator has not yet configured an RDF license."^^ . <> . . . "PENGARUH CONTENT MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE DECISION DENGAN PRICE DISCOUNT SEBAGAI VARIABEL MODERATING\r\n(STUDI PADA KONSUMEN MOISTURIZER WARDAH DI SHOPEE)"^^ . "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.\r\nData 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.\r\nThe 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.\r\nContent Marketing, Electronic Word Of Mouth, Price Discount, Purchase Decision"^^ . "2026" . . . . . . . . . . . "UNIVERSITAS SULTAN AGENG TIRTAYASA"^^ . . . "MANAJEMEN, UNIVERSITAS SULTAN AGENG TIRTAYASA"^^ . . . . . . . . . . . "ARTHA"^^ . "APRILIA"^^ . "ARTHA APRILIA"^^ . . "LUTFI"^^ . "LUTFI"^^ . "LUTFI LUTFI"^^ . . "DIQBAL"^^ . "SATYANEGARA"^^ . "DIQBAL SATYANEGARA"^^ . . "UNIVERSITAS SULTAN AGENG TIRTAYASA"^^ . . . "FAKULTAS EKONOMI DAN BISNIS"^^ . . . "MANAJEMEN"^^ . . . . . . . "PENGARUH CONTENT MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE DECISION DENGAN PRICE DISCOUNT SEBAGAI VARIABEL MODERATING\r\n(STUDI PADA KONSUMEN MOISTURIZER WARDAH DI SHOPEE) (Text)"^^ . . . "PENGARUH CONTENT MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE DECISION DENGAN PRICE DISCOUNT SEBAGAI VARIABEL MODERATING\r\n(STUDI PADA KONSUMEN MOISTURIZER WARDAH DI SHOPEE) (Text)"^^ . . . "PENGARUH CONTENT MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE DECISION DENGAN PRICE DISCOUNT SEBAGAI VARIABEL MODERATING\r\n(STUDI PADA KONSUMEN MOISTURIZER WARDAH DI SHOPEE) (Text)"^^ . . . "PENGARUH CONTENT MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE DECISION DENGAN PRICE DISCOUNT SEBAGAI VARIABEL MODERATING\r\n(STUDI PADA KONSUMEN MOISTURIZER WARDAH DI SHOPEE) (Text)"^^ . . . "PENGARUH CONTENT MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE DECISION DENGAN PRICE DISCOUNT SEBAGAI VARIABEL MODERATING\r\n(STUDI PADA KONSUMEN MOISTURIZER WARDAH DI SHOPEE) (Text)"^^ . . . "PENGARUH CONTENT MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE DECISION DENGAN PRICE DISCOUNT SEBAGAI VARIABEL MODERATING\r\n(STUDI PADA KONSUMEN MOISTURIZER WARDAH DI SHOPEE) (Text)"^^ . . . "PENGARUH CONTENT MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE DECISION DENGAN PRICE DISCOUNT SEBAGAI VARIABEL MODERATING\r\n(STUDI PADA KONSUMEN MOISTURIZER WARDAH DI SHOPEE) (Text)"^^ . . . "PENGARUH CONTENT MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE DECISION DENGAN PRICE DISCOUNT SEBAGAI VARIABEL MODERATING\r\n(STUDI PADA KONSUMEN MOISTURIZER WARDAH DI SHOPEE) (Text)"^^ . . . "PENGARUH CONTENT MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE DECISION DENGAN PRICE DISCOUNT SEBAGAI VARIABEL MODERATING\r\n(STUDI PADA KONSUMEN MOISTURIZER WARDAH DI SHOPEE) (Text)"^^ . . "HTML Summary of #58815 \n\nPENGARUH CONTENT MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE DECISION DENGAN PRICE DISCOUNT SEBAGAI VARIABEL MODERATING \n(STUDI PADA KONSUMEN MOISTURIZER WARDAH DI SHOPEE)\n\n" . "text/html" . . . "Communication (General)" . .