Please use this identifier to cite or link to this item: http://repository.kalbis.ac.id/handle/123456789/380
Title: Pengaruh Kualitas Produk, Content Maketing, Customer Engagement, dan Harga Terhadap Keputusan Pembelian UMKM Zisallection di Jabodetabek
Authors: Devanny, Indira
Tertia, Nandinani Siti
Afifah, Raulia Bunga
Meliana, Vina
Keywords: product quality
content marketing
customer engagement
price
purchasing decision
Issue Date: 8-Aug-2022
Publisher: Institut Teknologi dan Bisnis Kalbis
Abstract: This study aims to determine the effect of product quality, content marketing, customer engagement and price on purchasing decisions of MSMEs Zisallection in Jabodetabek. This study uses quantitative methods and nonprobability sampling technique with purposive sampling method. The sample used 230 female respondents who had bought and followed Zisallection on Instagram. The analyzing technique of this research includes validity test, reliability test, classical assumption test, and hypothesis testing. The results showed that product quality has an effect on purchasing decisions, content marketing has an effect on purchasing decisions, customer engagement has an effect on purchasing decisions, and price has an effect on purchasing decisions. Product quality, content marketing, customer engagement, and price simultaneously effect on purchasing decisions.
URI: http://repository.kalbis.ac.id/handle/123456789/380
Appears in Collections:MN 2022

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