Pengaruh Content Marketing dan Electronic Word of Mouth terhadap Keputusan Pembelian Produk Kosmetik Generasi Z Kota Bima
Keywords:
Content Marketing, Electronic Word of Mouth, Keputusan Pembelian, Produk Kosmetik, Generasi ZAbstract
Penelitian ini bertujuan menganalisis pengaruh Content Marketing dan Electronic Word of Mouth terhadap Keputusan Pembelian produk kosmetik pada Generasi Z di Kota Bima. Penelitian kuantitatif ini melibatkan 120 responden yang dipilih menggunakan teknik purposive sampling dan dianalisis menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa Content Marketing dan Electronic Word of Mouth berpengaruh positif dan signifikan terhadap Keputusan Pembelian produk kosmetik. Secara simultan, kedua variabel juga berpengaruh signifikan terhadap keputusan pembelian. Implikasinya, perusahaan kosmetik perlu mengoptimalkan strategi Content Marketing yang informatif dan menarik serta mendorong terciptanya Electronic Word of Mouth yang positif melalui ulasan, komentar, dan rekomendasi konsumen guna meningkatkan keputusan pembelian Generasi Z.
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