SKRIPSI: Pengaruh Conten Marketing, Electronic Word of Mouth dan Kualitas Produk terhadap Keputusan Pembelian Produk Wardah di Kota Yogyakarta

Dinda, Meirizky (2026) SKRIPSI: Pengaruh Conten Marketing, Electronic Word of Mouth dan Kualitas Produk terhadap Keputusan Pembelian Produk Wardah di Kota Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This research aims to analyze the influence of content marketing, electronic word of mouth, and product quality on purchasing decisions for Wardah products in Yogyakarta. Using a quantitative approach with primary data from questionnaires. The data analysis method uses multiple linear regression. The sample used was 110 respondents. The method used for sampling was non-probability sampling with purposive sampling technique. The results of this study indicate that content marketing and product quality influence purchasing decisions, but electronic word of mouth does not influence purchasing decisions. All variables in this study contributed 69.6% to purchasing decisions for Wardah products in Yogyakarta, while 30.4% was influenced by other factors.

Item Type:	Thesis (Masters)
Subjects:	H Social Sciences > HC1 Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce
Divisions:	Ilmu Manajemen > Manajemen
Depositing User:	Subhan Harish Munawar
Date Deposited:	13 Jul 2026 01:56
Last Modified:	13 Jul 2026 01:56
URI:	http://repository.stimykpn.ac.id/id/eprint/710

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