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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

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Penilaian

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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.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2507002843	T173081	T1730812025	Central Library (Reference)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T1730812025

Publisher

: Prodi Manajemen, Fakultas Ekonomi Universitas Sriwijaya., 2025

Collation

xiv, 92 hlm.; ill.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

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Classification

658.07

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Manajemen

Specific Detail Info

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Statement of Responsibility

EM

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