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All Journal Jurnal Ekonomika Dan Bisnis
Samosir, Lidia Karunia May
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Economics, Econometrics & Finance

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Pengaruh Kualitas Produk Dan Content Marketing Terhadap Keputusan Pembelian Produk Wardah Pada Gen-Z Di Kota Palembang Samosir, Lidia Karunia May; Helmi, Sulaiman; Roni, Mukran; septayuda, Irwan
Jurnal Ekonomika Dan Bisnis (JEBS) Vol. 5 No. 5 (2025): September-Oktober
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jebs.v5i5.3594

Abstract

This study aims to analyze the influence of product quality and content marketing on the purchasing decisions of Wardah products among Generation Z consumers in Palembang City. The phenomenon observed is that Gen Z tends to make purchasing decisions based on social media content rather than product quality, as they are a generation highly active on social media. Therefore, digital marketing strategies through content marketing are highly relevant. The research employed a quantitative approach using the SEM-PLS technique on 104 Gen Z respondents who had previously purchased Wardah products and engaged with its social media content. The findings reveal that both product quality and content marketing significantly influence purchasing decisions, with product quality exerting a more dominant effect. This study provides practical contributions for companies in developing effective and relevant digital marketing strategies, as well as serving as an academic reference in the study of digital consumer behavior.
Co-Authors H. Mukran Roni, H. Mukran Septayuda, Irwan Sulaiman Helmi