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PENGARUH CONTENT MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE DECISION DENGAN PRICE DISCOUNT SEBAGAI VARIABEL MODERATING (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. 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
MANAJEMEN, UNIVERSITAS SULTAN AGENG TIRTAYASA
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)
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