PENGARUH CONTENT MARKETING, PRICE DISCOUNT DAN SOCIAL MEDIA MARKETING TERHADAP ONLINE SHOPPING DECISION DENGAN CONSUMER DELIGHT SEBAGAI VARIABEL MODERATING(Studi pada Pengguna TikTok Shop di Banjarmasin)

Abstract

This research was conducted to (1) analyze the influence of Content Marketing on Online Shopping Decision in Tiktok Shop; (2) To analyze the effect of Price Discount on Online Shopping Decision in Tiktok Shop; (3) To analyze the influence of Social Media Marketing on Online Shopping Decision in Tiktok Shop; (4) To analyze the influence of Content Marketing on Online Shopping Decision in Tiktok Shop with Consumer Delight as the moderating variable; (5) To analyze the effect of Price Discount on Online Shopping Decision in Tiktok Shop with Consumer Delight as the moderating variable; (6) To analyze the influence of Social Media Marketing on Online Shopping Decision in Tiktok Shop with Consumer Delight as the moderating variable.

The respondents of this study were 110 TikTok Shop users with questionnaires distributed with the help of Google forms in data processing. The data were processed using multiple regression analysis and Moderated Regression Analysis (MRA) through the SPSS version 24 program.

The results of this study prove that Content Marketing and Social Media Marketing have a positive and significant effect on Online Shopping Decision, while Price Discount has no positive and significant effect on Online Shopping Decision. as well as the results of the moderating variable, namely Consumer Delight is not able to moderate the influence of Content Marketing, Price Discount, and Social Media Marketing on Online Shopping Decision