Pengaruh content marketing dan electronic word of mouth terhadap purchase decision dengan customer engagement sebagai mediasi pada produk cleora beauty

Zabrina, Phoebe (2024) Pengaruh content marketing dan electronic word of mouth terhadap purchase decision dengan customer engagement sebagai mediasi pada produk cleora beauty. Skripsi thesis, Universitas Tarumanagara.

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Abstract

Abstract:
The rapid growth of the skincare business has made competition in the skincare industry increasingly fierce. One of the skincare products widely available in the market is Cleora Beauty. Cleora Beauty experienced a decline in sales due to the viral content uploaded on social media in August 2024. This caused many people to start commenting on the issue. The research design used is a quantitative approach with a descriptive method. The sample size in this study is 222 respondents using purposive sampling method. Data were collected through surveys and distributed via Google Forms. The analysis tool used in this research is the Smart PLS 3.0 software. Then there are two analysis approaches, namely outer model and inner model measurement. The results of this study indicate that content marketing, electronic word of mouth, and customer engagement have a positive and significant impact on purchase decisions. Content marketing and electronic word of mouth have a positive and significant impact on customer engagement. Then customer engagement mediates the influence between content marketing and electronic word of mouth on purchase decision.

Abstrak:
Pertumbuhan bisnis skincare yang tinggi membuat persaingan pada industri skincare semakin kompetitif. Salah satu produk skincare yang banyak beredar di pasaran adalah Cleora Beauty. Cleora Beauty mengalami penurunan penjualan dengan viralnya konten yang diunggah di media sosial pada Agustus 2024. Hal tersebut membuat banyak orang mulai ikut dalam berkomentar mengenai masalah yang terjadi. Desain penelitian yang digunakan adalah pendekatan kuantitatif dengan metode deskriptif. Ukuran sampel pada penelitian ini adalah 222 responden dengan metode purposive sampling. Data dikumpulkan melalui survei dan disebarkan melalui google form. Alat analisis pada penelitian ini adalah perangkat lunak Smart PLS 3.0. Kemudian terdapat dua pendekatan analisis, yaitu outer model dan inner model measurement. Hasil penelitian ini adalah content marketing, electronic word of mouth, dan customer engagement berpengaruh positif dan signifikan terhadap purchase decision. Content marketing dan electronic word of mouth berpengaruh positif dan signifian terhadap customer engagement. Kemudian customer engagement memediasi pengaruh antara content marketing dan electronic word of mouth terhadap purchase decision.

Item Type:	Thesis (Skripsi)
Subjects:	Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions:	Fakultas Ekonomi > Manajemen
Depositing User:	FE Perpus
Date Deposited:	12 Jun 2025 03:21
Last Modified:	12 Jun 2025 03:21
URI:	https://repotest.untar.ac.id/id/eprint/47124

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