Herdiyani, Elza Vinastika (2026) PENGARUH CONTENT MARKETING, PRICE DISCOUNT, DAN PRODUCT QUALITY TERHADAP PURCHASE DECISION PRODUK TUMBLER ROSCA (Studi Pada Pengguna Produk Tumbler Rosca di Kota Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (COVER)
COVER.pdf Download (1MB) |
|
Text (BAB I)
BAB I.pdf Download (761kB) |
|
Text (BAB II)
BAB II.pdf Restricted to Repository staff only until 17 July 2029. Download (682kB) |
|
Text (BAB III)
BAB III.pdf Restricted to Repository staff only until 17 July 2029. Download (789kB) |
|
Text (BAB IV)
BAB IV.pdf Restricted to Repository staff only until 17 July 2029. Download (1MB) |
|
Text (BAB V)
BAB V.pdf Download (449kB) |
|
Text (DAFTAR PUSTAKA)
DAFTAR PUSTAKA.pdf Download (503kB) |
|
Text (LAMPIRAN)
LAMPIRAN.pdf Restricted to Repository staff only until 2029. Download (1MB) |
Abstract
This research is based on the phenomenon of increasingly intense business competition in the lifestyle product industry, such as tumblers. The growing public awareness of healthy and environmentally friendly lifestyles has driven demand for tumblers as a substitute for single-use plastic bottles. The Tumbler Rosca brand has capitalized on this condition by implementing content marketing strategies on social media, offering price discounts, and improving product quality to attract consumer interest through various marketing strategies. This study aims to determine the effect of Content Marketing, Price Discount, and Product Quality on the Purchase Decision of Tumbler Rosca products, both simultaneously and partially. This research uses an associative quantitative method. The population of this study consists of Tumbler Rosca product users in the city of Surabaya. The sampling technique used in this study is non-probability sampling with a purposive sampling approach, involving 119 respondents. Data were collected through an online questionnaire and analyzed using Multiple Linear Regression Analysis. The results show that Content Marketing, Price Discount, and Product Quality simultaneously have a significant effect on Purchase Decision. Partially, the three variables also have a positive and significant effect on the Purchase Decision of Tumbler Rosca products. Keywords: Content Marketing, Price Discount, Product Quality, Purchase Decision
| Item Type: | Thesis (Undergraduate) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | H Social Sciences > HC Economics | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Elza Vinastika Herdiyani | ||||||||
| Date Deposited: | 17 Jul 2026 08:06 | ||||||||
| Last Modified: | 17 Jul 2026 08:42 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/55818 |
Actions (login required)
 |
View Item |