Pengaruh Content Marketing Dan Product Quality Terhadap Purchase Decision Produk Wardah Di E-Commerce Shopee

Rahmi  Utami, dkk

doi:10.32670/jim.v17i2.75

Authors

Rahmi Utami, dkk Politeknik Tempo

DOI:

https://doi.org/10.32670/jim.v17i2.75

Abstract

The beauty industry in Indonesia has experienced rapid growth, intensifying competition among local and international brands on e-commerce platforms, particularly Shopee. This study aims to examine the effect of Content Marketing and Product Quality on the Purchase Decision of Wardah products on Shopee. This research employs an associative quantitative approach with purposive sampling technique. The sample consisted of 163 respondents who were active Shopee users and had purchased Wardah products at least once. Data were collected through an online questionnaire using a Likert scale and analyzed using multiple linear regression with SPSS 27. The results indicate that Content Marketing has a positive and significant effect on Purchase Decision (sig. 0.000 < 0.05), and Product Quality also has a positive and significant effect on Purchase Decision (sig. 0.000 < 0.05). The coefficient of determination (R²) of 0.645 indicates that both variables jointly explain 64.5% of the variation in Purchase Decision, while the remaining 35.5% is influenced by other variables not examined in this study. Product Quality demonstrates a more dominant influence than Content Marketing on consumer purchase decisions.

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