PENGARUH HARGA DAN CONTENT MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI MARKETPLACE SHOPEE PADA PRODUK NAKED IN BUBBLES VARIAN BLACK MUSK BODYCARE BUBBLE BATH MAIIMI DI KOTA PALEMBANG

IBROHIM, DINDA SALSABIL and Yunita, Dessy (2025) PENGARUH HARGA DAN CONTENT MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI MARKETPLACE SHOPEE PADA PRODUK NAKED IN BUBBLES VARIAN BLACK MUSK BODYCARE BUBBLE BATH MAIIMI DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to determine the influence of price and content marketing on the purchase decision of the Bubble Bath Maiimi bodycare product, Black Musk variant, on the Shopee marketplace, specifically in Palembang City. The research method used is quantitative with a descriptive and verificative approach. The independent variables in this study are Price (X1) and Content Marketing (X2), while the dependent variable is Purchase Decision (Y). The partial test (t-test) results show that Price has a significant effect on Purchase Decision, while Content Marketing does not have a significant effect. However, the simultaneous test (F-test) results indicate that Price and Content Marketing together have a significant effect on Purchase Decision. It is recommended that business actors optimize pricing strategies through discounts and bundling, and improve the quality of content marketing via social media. Future research is advised to include other variables such as product quality, brand image, and e-WOM to provide a more comprehensive overview.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Price, Content Marketing, Purchase Decision
Subjects:	H Social Sciences > HB Economic Theory > HB221-236 Price
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Dinda Salsabil Ibrohim
Date Deposited:	20 May 2025 08:29
Last Modified:	20 May 2025 08:32
URI:	http://repository.unsri.ac.id/id/eprint/173081

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