Wijaya, Quincy Riani (2025) PENGARUH CONTENT MARKETING, KUALITAS PRODUK, DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCARLETT WHITENING DI PALEMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas.
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Abstract
This study aims to test and analyze the influence of content marketing, product quality, and online customer reviews on purchasing decisions for Scarlett Whitening products in Palembang City. The population in this study were consumers who had purchased and used Scarlett Whitening products in Palembang City. The sample size was taken as many as 135 respondents using non-probability sampling method and purposive sampling technique. Data collection was done by questionnaire. The data analysis techniques used are instrument feasibility tests consisting of validity tests and reliability tests, classical assumption tests consisting of normality tests, multicollinearity tests, and heteroscedasticity tests, multiple linear regression tests, hypothesis testing consisting of coefficient of determination tests and t tests. The results in this study show that content marketing and product quality have a positive and significant effect on purchasing decisions, while online customer reviews do not.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Content Marketing, Product Quality, Online Customer Reviews, Purchasing Decisions |
| Subjects: | A General Works > AG Dictionaries And Other General Reference Works H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce L Education > LB Theory and practice of education T Technology > T Technology (General) Z Bibliography. Library Science. Information Resources > Z004 Books. Writing. Paleography Z Bibliography. Library Science. Information Resources > Z719 Libraries (General) Z Bibliography. Library Science. Information Resources > ZA Information resources Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4050 Electronic information resources |
| Divisions: | Theses - S1 > Management Study Program |
| Depositing User: | Quincy Riani Wijaya |
| Date Deposited: | 17 Feb 2025 02:02 |
| Last Modified: | 26 Feb 2025 11:50 |
| URI: | http://eprints.ukmc.ac.id/id/eprint/13620 |
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