Faktor yang Mempengaruhi Purchase Decision dengan Customer Engagement sebagai Variabel Mediasi
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Abstract
Penelitian ini bertujuan untuk mengetahui apakah content marketing dan electronic word of mouth berpengaruh terhadap purchase decision pada produk Cleora Beauty. Kemudian untuk mengetahui apakah customer engagement dapat memediasi antara content marketing dan electronic word of mouth terhadap purchase decision pada produk Cleora Beauty. Penelitian ini menggunakan pendekatan kuantitatif dengan metode deskriptif. Desain penelitian yang digunakan adalah cross-sectional. Teknik pengambilan sampelnya adalah non-probability sampling dengan metode purposive sampling. Sampel pada penelitian ini memperoleh 222 pengguna Cleora Beauty di wilayah DKI Jakarta dan pernah membeli sebanyak satu kali. Data dikumpulkan melalui survei dan disebarkan melalui google form. Pendekatan yang diterapkan dalam kuisioner ini adalah skala likert. Penelitian ini memanfaatkan metode Partial Least Square - Structural Equation Modeling (PLS-SEM) dan alat analisis yang digunakan adalah perangkat lunak SmartPLS versi 3.0. Terdapat dua pendekatan analisis dalam penelitian ini, yaitu outer model dan inner model measurement. Hasil penelitian ini adalah content marketing, electronic word of mouth, dan customer engagement berpengaruh positif dan signifikan terhadap purchase decision, content marketing dan electronic word of mouth memiliki pengaruh yang positif dan signifikan terhadap customer engagement, customer engagement memediasi secara positif dan signifikan antara content marketing dan electronic word of mouth terhadap purchase decision.
This research aims to determine whether content marketing and electronic word of mouth influence purchase decisions for Cleora Beauty products. Additionally, it seeks to find out whether customer engagement can mediate the relationship between content marketing and electronic word of mouth on purchase decisions for Cleora Beauty products. This research uses a quantitative approach with a descriptive method. The research design used is cross-sectional. The sampling technique is non-probability sampling using the purposive sampling method. The sample in this study obtained 222 Cleora Beauty users in the DKI Jakarta area who had made at least one purchase. Data was collected through surveys and distributed via Google Forms. The approach applied in this questionnaire is the Likert scale. This research utilizes the Partial Least Square - Structural Equation Modeling (PLS-SEM) method, and the analysis tool used is the SmartPLS version 3.0 software. There are two analytical approaches in this study, namely outer model and inner model measurement. The hypothesis results in this study are that content marketing, electronic word of mouth, and customer engagement have a positive and significant influence on purchase decisions, content marketing and electronic word of mouth have a positive and significant influence on customer engagement, and customer engagement positively and significantly mediates between content marketing and electronic word of mouth on purchase decisions.
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