Pengaruh Content Marketing, Kualitas Informasi, Ulasan Pelanggan dan Potongan Harga Terhadap Keputusan Pembelian Parfum Ruiken di Surabaya. (The Influence of Content Marketing, Information Quality, Customer Reviews, and Discounts on Purchasing Decisions of Ruiken Perfume in Surabaya).

Aprilia, Alya Anugrah (2025) Pengaruh Content Marketing, Kualitas Informasi, Ulasan Pelanggan dan Potongan Harga Terhadap Keputusan Pembelian Parfum Ruiken di Surabaya. (The Influence of Content Marketing, Information Quality, Customer Reviews, and Discounts on Purchasing Decisions of Ruiken Perfume in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Skripsi ini bertujuan untuk meneliti pengaruh content marketing, kualitas informasi, ulasan pelanggan dan potongan harga terhadap keputusan pembelian Ruiken Perfumery di Surabaya. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif kuantitatif. Sampel terdiri dari 100 responden, yang merupakan konsumen dari Ruiken Perfumery, dipilih menggunakan metode probability sampling. Data dikumpulkan melalui kuesioner dengan skala Likert sebagai instrumen pengukuran. Analisis data dilakukan dengan uji validitas, uji reliabilitas, uji asumsi klasik, uji regresi linier berganda, serta uji T (parsial) dan uji F (simultan) untuk mengevaluasi pengaruh content marketing, kualitas informasi, ulasan pelanggan dan potongan harga terhadap keputusan pembelian Ruiken Perfumery di Surabaya Hasil penelitian menunjukkan bahwa Content Marketing tidak berpengaruh signifikan terhadap keputusan pembelian parfum pada Ruiken (nilai signifikansi = 0,241 > 0,05). Sementara itu, Kualitas Informasi berpengaruh signifikan secara parsial terhadap keputusan pembelian (nilai signifikansi = 0,00 < 0,05). Ulasan Pelanggan tidak memiliki pengaruh signifikan terhadap keputusan pembelian (nilai signifikansi = 0,510 > 0,05). Potongan Harga, di sisi lain, berpengaruh signifikan terhadap keputusan pembelian (nilai signifikansi = 0,00 < 0,05). Secara simultan, Content Marketing, Kualitas Informasi, Ulasan Pelanggan, dan Potongan Harga secara bersama-sama memengaruhi keputusan pembelian parfum pada Ruiken. Analisis koefisien determinasi menunjukkan bahwa variabel-variabel tersebut menjelaskan sekitar 79,8% variasi dalam keputusan pembelian, sementara 21,2% dipengaruhi oleh faktor lain yang tidak dijelaskan dalam penelitian ini. Saran dari penulis untuk peneliti berikutnya adalah agar menggunakan metode penelitian yang beragam, seperti pendekatan kualitatif. Pendekatan ini akan memberikan data yang lebih mendalam mengenai persepsi dan alasan konsumen yang mungkin tidak tercermin dalam angka-angka kuantitatif. Selain itu, peneliti selanjutnya disarankan untuk mengekplorasi variabel lain yang mungkin memiliki pengaruh signifikan terhadap keputusan pembelian parfum pada Ruiken, yang dapat membantu memperluas pemahaman mengenai dinamika konsumen yang lebih komprehensif. Kata Kunci: Content Marketing, Kualitas Informasi, Ulasan Pelanggan, Potongan Harga, Keputusan Pembelian

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