PENGARUH CONTENT MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK ARTISAN PROFESSIONNEL

Meilyana, . (2022) PENGARUH CONTENT MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK ARTISAN PROFESSIONNEL. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study uses quantitative methods with the aim of proving the influence of content marketing and electronic word of a local cosmetic product called Artisan Professional. Data collection was carried out by researchers through the distribution of questionnaires via Google form. This study uses 100 respondents from Artisan Professional consumers who live in Central Jakarta as primary data, and secondary data researchers obtain through various references related to the research. The sampling technique uses non-probability sampling with the purposive sampling method. The media for distributing the questionnaires were chosen by the researchers via Instagram, WhatsApp, the Official Artisan Professional Website, and Twitter. In analyzing, researchers used descriptive and inferential analysis techniques which were processed through SmartPLS 3.0. So data processing obtains the results that (1) content marketing has a significant positive effect on purchasing decisions, (2) electronic word of mouth has a significant positive effect on purchasing decisions.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil : 1910111125] [Pembimbing : Maria Assumpta Wikantari] [Penguji 1 : Jenji Gunaedi Argo] [Ketua Penguji : Suharyati]
Uncontrolled Keywords: content marketing, electronic word of mouth, purchase decision
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Meilyana -
Date Deposited: 02 Feb 2023 06:42
Last Modified: 02 Feb 2023 06:42
URI: http://repository.upnvj.ac.id/id/eprint/22906

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