Pengaruh Content Marketing, Electronic Word of Mouth (E-Wom) dan Persepsi Harga Terhadap Keputusan Pembelian Produk Skincare Kahf di Tiktok Shop (Studi pada Konsumen Generasi Z di Soloraya)
DOI:
https://doi.org/10.63822/mrc6zb42Keywords:
Content Marketing; Electronic Word of Mouth (E-WOM); Price Perception; Purchase DecisionAbstract
This study aims to analyze the influence of content marketing, Electronic Word of Mouth (E-WOM), and price perception on Generation Z consumers’ purchase decisions for Kahf skincare products on the TikTok Shop platform in the Soloraya region, based on the Stimulus-Organism-Response (S-O-R) Theory framework. This study employs a quantitative approach using primary data collected directly from respondents. The sampling technique used was purposive sampling of 100 Generation Z respondents in the Soloraya region. Data were collected via an online questionnaire. The data analysis techniques used included multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination (R²) test, conducted using SPSS software. The results indicate that, when analyzed individually, content marketing has a positive and significant effect on purchase decisions (p = 0.023 < 0.05). Meanwhile, E-WOM has a positive but insignificant effect on purchasing decisions (p = 0.063 > 0.05). Price perception, on the other hand, was found to have a positive and significant effect on purchasing decisions (p = 0.000 < 0.05). Simultaneously, based on the F-test, all three independent variables had a significant effect on the purchase decision (p = 0.000 < 0.05). The Coefficient of Determination (Adjusted R²) indicates that content marketing, E-WOM, and price perception collectively explain 66.3% of the variation in purchase decisions. The remaining 33.7% is explained by other variables outside the model, such as product quality, brand image, brand trust, influencer marketing, and sales promotions.
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