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All Journal Jurnal Maneksi (Management Ekonomi Dan Akuntansi) JURNAL AKUNTANSI, EKONOMI dan MANAJEMEN BISNIS Distribusi Bisma: Jurnal Bisnis dan Manajemen JMM UNRAM (Jurnal Magister Manajemen Universitas Mataram) Jurnal TAMBORA Jurnal Gema Ngabdi Jurnal Ekonomi dan Bisnis Indonesia TRANSFORMASI : JURNAL PENGABDIAN PADA MASYARAKAT Jurnal Manajemen dan Bisnis International Journal of Social Science, Education, Communication and Economics Jurnal Nusa Manajemen
Nova Adhitya Ananda
Universitas Teknologi Sumbawa
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KEPUTUSAN PEMBELIAN PRODUCT LIP CREAM HANASUI MELALUI CONTENT MARKETING, PERSEPSI HARGA DAN PACKAGING PRODUCT PADA MAHASISWA FAKULTAS EKONOMI BISNIS UNVIVERSITAS TEKNOLOGI SUMBAWA Khairunnas, Fadlun Husnul; Ananda, Nova Adhitya
Jurnal Nusa Manajemen Vol. 2 No. 2 (2025): Jurnal Nusa Manajemen Volume 2 Nomor 2 Juli Tahun 2025
Publisher : Publika Citra Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62237/jnm.v2i2.275

Abstract

This study aims to analyze the factors that determine the purchasing decision of Hanasui lip cream among students of the Faculty of Economics and Business at Sumbawa University of Technology. The examined factors include content marketing, price perception, and product packaging. This research employs a quantitative descriptive method with a purposive sampling technique. Data was collected through questionnaires distributed to 100 respondents. Data analysis was conducted using the Three Box Analysis method. The results indicate that content marketing plays a significant role in shaping purchasing decisions, followed by price perception and product packaging. Effective marketing strategies, affordable pricing, and attractive packaging contribute to increased student purchasing decisions.
Co-Authors Adelia, Selvi Agus Santoso Aldri Frinaldi Busman, Sherwin Ary Diah Anggeraini Hasri Diah Intan Syahfitri Ernawati Ezi Julian Fahlia Fahlia Fietroh, Muhammad Nur I Nyoman Nugraha Ardana P Intan Ratu Servanda Servanda Junaidin Junaidin Khairunnas, Fadlun Husnul Lukmanul Hakim Lukmanul Hakim Lukmanul Hakim Mikhratunnisa, Mikhratunnisa Mikhratunnisa, Mikhratunnisa Mita Kartina Muhammad Sabiq Hilal Al Falih Nur Sayidah Nurasia, Nurasia Nurjihadi, Muhammad Nuryani, Hanifah Sri Oktapiani, Serli Oniansyah Putri Reno Kemala Sari Reza Muhammad Rizqi Rizqi, Reza Muhammad Sri Andriani Sri Andriani Sri Utami Ady Sugeng, Santoso Sugiarto, Aris Sulastri Yanuar, Emsal Zulkieflimansyah Zulkieflimansyah