Tesis

The influence of content marketing, price discount, and social influence on purchase decision mediated by purchase intention (a study on the instagram followers of beauty store Mitufaya in Malang) / Isymayati Ash Shiddiqy

Abstrak
The purchasing decision is not only determined by momentary desires but is the result of a rational emotional process that involves consumer perceptions of pruduct benefits previous experience and the attractiveness of the offering. In practice the purchaseing decision is formed after consumers have a strong intention to buy a product which is influenced by various marketing stimuli. Therefore understanding the factors that contribute to purchaseing decisions becomes crucial for companies to maintain and increase sales. Marketing strategies in line with contemporary developments must be optimized to attract consumer attention to be closer to the brand and facilitate companies in reaching consumers. This study aims to examine the influence of content marketing price discount and social influence on purchase decision through purchase intention. This type of research is descriptive and explanatory research with a quantitative approach. Descriptive research is used to explain issues related to Content Marketing Price Discount social influence purchase decision and purchase intention among instagram follower beauty store mitufaya malang. Meanwhile explanatory research is used to determine the relationship between variables concerning content marketing price discount social influence purchase decision and purchase intention. In this research design the analysis used is SEM-PLS analysis. The population in this study is infinite which refers to all Instagram followers of Mitufaya Malang. The sample size calculation using the Sample Size Calculator resulted in 186 respondents. The result of this study shoe that content marekting and price discount have a positive and significant effect on purchase decision. Social influence has a positive but not significant effect on purchase decision. Purchase intention has a positive and significant effect on purchase decision. Purchase intention has a positive and significant mediating effect on content marketing price discount and social influence on purchase decision.

Informasi Detail

DDC

Rt 658.8343 ASH i

Prodi

Universitas Negeri Malang. Program Studi Manajemen, 2025.

Deskripsi Fisik

xiii, 164 lembar : ilus. ; 30 cm.

Bahasa

No Reg

00774/RT/25

Edisi

Tesis (Pascasarjana)--Universitas Negeri Malang. 2025

Subjek

1. PEMASARAN (KONTEN) - KEPUTUSAN MEMBELI
2. POTONGAN HARGA - MINAT BELI
3. MARKETING (CONTENT) - PURCHASE DECISION

Pembimbing

1. Prof. Dr. Heri Pratikto, M.si; 2. Dr. Wening Patmi Rahayu, S.pd, M.m.

Lampiran Berkas