PENGARUH CONTENT MARKETING DAN GREEN MARKETING TERHADAP PURCHASE DECISION PADA BRAND SKINCARE AVOSKIN BEAUTY

Sheilla Yullia Febrianti, - (2024) PENGARUH CONTENT MARKETING DAN GREEN MARKETING TERHADAP PURCHASE DECISION PADA BRAND SKINCARE AVOSKIN BEAUTY. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Terjadinya fluktuasi penjualan produk skincare Avoskin Beauty pada tahun 2019-2022 menjadi latar belakang dilakukannya penelitian ini. Sebagai brand yang menganut prinsip green beauty, Avoskin mengandalkan Content Marketing dan Green Marketing pada social media Instagram sebagai salah satu strategi untuk mempengaruhi Purchase Decision. Penelitian ini dilakukan untuk menganalisis pengaruh Content Marketing dan Green Marketing terhadap Purchase Decision brand skincare Avoskin Beauty. Pendekatan penelitian yang digunakan adalah kuantitatif deskriptif. Data dikumpulkan melalui kuisioner yang disebarkan secara online. Responden pada penelitian ini terdiri dari 126 wanita pengguna produk Avoskin Beauty berusia remaja 18-25 tahun dan dewasa 25-35 tahun. Pengolahan data dilakukan menggunakan SPSS 29. Hasil dari penelitian ini menunjukkan bahwa Content Marketing berpengaruh secara signifikan terhadap Purchase Decision. Hasil yang sama ditunjukan oleh variabel Green Marketing. Secara simultan, kedua variabel tersebut berpengaruh signifikan terhadap Purchase Decision. Adapun Content Marketing dan Green Marketing memiliki kontribusi sebesar 48,7% dalam mempengaruhi Purchase Decision. Secara keseluruhan, hasil ini menguatkan bahwa kedua variabel, Content Marketing dan Green Marketing berperan penting dalam mempengaruhi Purchase Decision. Maka, perusahaan perlu terus mengembangkan serta menerapkan strategi marketing yang tidak hanya menarik secara konten tetapi juga bertanggung jawab secara lingkungan.

The occurrence of fluctuations in sales of Avoskin Beauty skincare products in 2019-2022 is the background for this research. As a brand that adheres to the principles of green Beauty, Avoskin relies on Content Marketing and Green Marketing on social media Instagram as one of the strategies to influence consumer purchasing decisions. This study aims to analyze the effect of Content Marketing and Green Marketing on the Purchase Decision of the Avoskin Beauty skincare brand. The approach used in this research is descriptive quantitative. Data was collected through questionnaires distributed online. Respondents in this study consisted of 126 female users of Avoskin Beauty products aged 18-25 years and adults 25-35 years. The results showed that Content Marketing has a significant influence on purchasing decisions, the same results are shown by the Green Marketing variable. Simultaneously, both variables have a significant effect on purchasing decisions. The Content Marketing and Green Marketing have a contribution of 48.7% in influencing the Purchase Decision. Overall, the findings of this study corroborate that both variables, Content Marketing and Green Marketing, have an important role in influencing purchasing decisions. Therefore, companies need to continue to develop and implement marketing strategies that are not only content-engaging but also environmentally responsible.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=list_works&hl=id&authuser=3&user=H7RLIcwAAAAJ ID SINTA Dosen Pembimbing: Adam Hermawan : 6681172 Rangga Gelar Guntara : 6738149
Uncontrolled Keywords:	Content Marketing, Green Marketing, Purchase Decision, Avoskin Beauty, SPSS 29 Content Marketing, Green Marketing, Purchase Decision, Avoskin Beauty, SPSS 29
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Tasikmalaya > S1 Bisnis Digital
Depositing User:	- Sheilla Yullia Febrianti
Date Deposited:	18 Nov 2024 10:49
Last Modified:	18 Nov 2024 10:49
URI:	http://repository.upi.edu/id/eprint/126279

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