SKRIPSI MBS

PENGARUH CONTENT MARKETING, KUALITAS PRODUK DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK PVN SHOES PADA SHOPEE OFFICIAL

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ABSTRACT

This research aims to prove the influence of content marketing, product
quality, and online customer reviews on purchasing decisions for PVN Shoes at the
official Shopee. The population in this study were consumers at UIN Raden Mas
Said Surakarta. The research sample used was consumers who had purchased PVN
Shoes products. This research method is quantitative research with a probability
sampling technique using a purposive sampling method. Research data was
obtained from 120 respondents by distributing questionnaires via Google forms and
questionnaires.
Data were processed using multiple linear regression analysis techniques
using IBM SPSS Statistics version 23 software. The research results show that (1)
Content Marketing (X1) has a positive and significant effect on Purchasing
Decisions (Y). (2) Product Quality (X2) has a positive and significant effect on
Purchasing Decisions (Y). (3) Online Customer Review (X3) has a positive and
significant effect on Purchasing Decisions (Y). Thus, of the three independent
variables, the variable that has the most influence on purchasing decisions is
product quality.
Keywords: Content Marketing, Product Quality, Online Customer Reviews,
Purchase Decisions

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 DAR p 24

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2024

Deskripsi Fisik

21 cm, 112 Halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Daryanti

Versi lain/terkait

Lampiran Berkas

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