Pengaruh Content Marketing, Harga Dan Brand Image Terhadap Keputusan Pembelian Produk Wardah Pada Mahasiswi Politeknik Negeri Jember

Maulidina, Izul Adisya (2026) Pengaruh Content Marketing, Harga Dan Brand Image Terhadap Keputusan Pembelian Produk Wardah Pada Mahasiswi Politeknik Negeri Jember. Undergraduate thesis, Politeknik Negeri Jember.

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Abstract

The purpose of this study is to analyze the influence of content marketing, price, and brand image on the decision of female students at Jember State Polytechnic to purchase Wardah products. A quantitative approach was used by collecting data through a questionnaire in the form of a Google form distributed online. The sampling method used was non-probability sampling with a purposive sampling approach on 40 respondents, which was determined based on the Roscoe formula. The data were analyzed using multiple linear regression analysis with the help of SPSS (Statistical Package for Social Science) version 26 software. The results indicate that the content marketing variable has a significant effect on the purchase decision variable, the price variable has no significant effect on the purchase decision variable, the brand image variable has a significant effect on the purchase decision variable, and simultaneously, content marketing, price, and brand image have a significant effect on purchase decisions.

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