Pengaruh Content Marketing dan Desain Produk Terhadap Keputusan Pembelian Produk Von Dutch di E-Commerce Shopee oleh Mahasiswa Surabaya. (The Influence of Content Marketing and Product Design on the Purchase Decisions of Von Dutch Products on Shopee E-Commerce by Students in Surabaya).

Azis, Raden Ananda Iqbal (2025) Pengaruh Content Marketing dan Desain Produk Terhadap Keputusan Pembelian Produk Von Dutch di E-Commerce Shopee oleh Mahasiswa Surabaya. (The Influence of Content Marketing and Product Design on the Purchase Decisions of Von Dutch Products on Shopee E-Commerce by Students in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The popularity of Von Dutch fashion products among students and the youth generation in Surabaya indicates a special appeal that drives purchasing decisions. This phenomenon is interesting to explore further, considering the intense competition in the fashion industry and the shift in shopping behavior toward e-commerce platforms. This study aims to analyze the impact of content marketing and product design on the purchasing decisions of Von Dutch products on the Shopee e-commerce platform by students in Surabaya. This research uses a quantitative approach with a survey method. Data were collected from respondents who are students in Surabaya who have purchased Von Dutch brand products through Shopee e-commerce. Purposive sampling technique was used to select the sample based on specific criteria. A total of 101 questionnaires were distributed, and the data were analyzed using SPSS 23 software. The results of the study indicate that both content marketing and product design have a significant and positive impact on purchasing decisions for Von Dutch products. These findings suggest that an engaging content marketing strategy and product design that aligns with consumer preferences are crucial factors in driving purchase interest and final consumer decisions. Therefore, the Von Dutch brand needs to continue optimizing its content marketing efforts and product design innovation to maintain and enhance its competitiveness in the e-commerce market, particularly among the student segment.

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