Pengaruh Content Marketing dan Electronic Word Of Mouth terhadap Purchase Decision dengan Price Discount Sebagai Variabel Moderating
(Studi pada Konsumen Moisturizer Wardah di Shopee)
DOI:
https://doi.org/10.30640/jumma45.v5i1.6394Keywords:
Content Marketing, Discounted Prices, Electronic Words, Moisturizer Wardah, Purchase DecisionAbstract
The skincare industry in Indonesia is growing rapidly along with globalization, resulting in quite strong competition among skincare brands. Wardah, is a local skincare and cosmetic brand that was founded in 1985. In recent years, Wardah moisturizer has experienced sales fluctuations due to innovation and the increasingly strong brand image of competitors. In this situation, Wardah needs to implement the right strategy to maintain its competitiveness in the market. This study aims to explore the effect of Content Marketing and Electronic Word of Mouth on Purchase Decisions with Price Discount as a moderating variable on Wardah moisturizer products on Shopee. The research sample consisted of 230 respondents with an age range of over 18 years, determined through purposive and accidental sampling. Data were analyzed using the Structural Equation Modeling (SEM) method with the Smartpls 4.0 analysis tool. The research results indicate: (1) content marketing has a positive and significant effect on purchase decisions, (2) electronic word of mouth has a positive and significant effect on purchase decisions, (3) price discounts have a positive and significant effect on purchase decisions, (4) content marketing has a positive and insignificant effect on purchase decisions moderated by price discounts, (5) electronic word of mouth has a positive and insignificant effect on purchase decisions moderated by price discounts. These findings indicate that companies need to emphasize relevant content marketing strategies and involve influencers or brand ambassadors to strengthen reviews circulating on the platform.
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