STREAMING Business Journal
Vol. 1 No. 2 (2022): STREAMING Business Journal

Pengaruh Kualitas Produk, Content Marketing, Customer Engagement, dan Harga terhadap Keputusan Pembelian UMKM Zisallection

Nandinani Siti Tertia (Institut Teknologi dan Bisnis Kalbis)
Indira Devanny (Institut Teknologi dan Bisnis Kalbis)
Raulia Bunga Afifah (Institut Teknologi dan Bisnis Kalbis)
Vina Meliana (Institut Teknologi dan Bisnis Kalbis)

Article Info

Publish Date
16 Jun 2023

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.

Copyrights © 2022




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
STREAMING Business Journal
Website

Abbrev

streaming

Publisher

UNIVERSITAS KALBIS

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

STREAMING Business Journal adalah jurnal akses terbuka akademik yang bertujuan untuk mempromosikan integrasi manajemen dan bisnis. Fokusnya adalah menerbitkan makalah tentang manajemen dan bisnis. Makalah yang dikirimkan akan ditinjau oleh komite teknis jurnal. Semua artikel yang dikirimkan harus ...