THE INFLUENCE OF PRICE LEVEL AND PRODUCT EXCELLENT TOWARDS THRIFTING PURCHASE DECISION WITH CONTENT MARKETING AS MODERATION - International Journal of Research in Commerce and Management Studies (IJRCMS)

Title: THE INFLUENCE OF PRICE LEVEL AND PRODUCT EXCELLENT TOWARDS THRIFTING PURCHASE DECISION WITH CONTENT MARKETING AS MODERATION

Authors: Lukiyana and Yasril Fadlitama Sanusi

Abstract:

The purpose of this study was to examine and analyze the effect of price level and product excellence on thrifting purchase decisions with content marketing as a moderator. The sample in this study consisted of 159 respondents who were thrifting customers and students who liked different fashions. Respondent coverage is based on the hair approach. The data collection technique used simple random sampling by distributing research questionnaires in Google form format and then sharing them on social media. The research data processing method uses smart pls (partial least square) software which is used for hypothesis testing. The results of this study indicate that price level affects purchasing decisions, excellent product influences purchasing decisions, content marketing influences purchasing decisions, content marketing can moderate the effect of price level on purchasing decisions, and content marketing can moderate the influence of price level on purchasing decisions. Recommended, if you want to increase the price level, then it is advisable to be able to further improve excellent product and content marketing if you want to increase the price level, because some of the respondents in this study stated that in increasing purchasing decisions one must be able to maintain excellent product and good content marketing.

Keywords: price level, excellent product, thrifting purchase decision, content marketing

DOI: https://doi.org/10.38193/IJRCMS.2023.5405

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