Pengaruh Promosi Penjualan (Diskon) Dan Kualitas Content Marketing Terhadap Keputusan Pembelian Pada Konsumen Shopee (Studi Kasus Pada RW 08 Palmeriam)

The Effect of Sales Promotion (Discount) and Content Marketing Quality on Purchase Decisions on Shopee Consumers (Case Study on RW 08 Palmeriam)

Abstract

This study aims to analyze the effect of sales promotion in the form of discounts and content marketing quality on Shopee consumers’ purchasing decisions in RW 08 Palmeriam. This study employs a quantitative approach using a survey method. Data were collected through questionnaires distributed to 75 respondents selected using a purposive sampling technique. Data analysis was conducted using SPSS and included validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination. The results indicate that sales promotion in the form of discounts has a positive and significant effect on purchasing decisions. This finding suggests that discount offers can be an important consideration for consumers when selecting products on Shopee. Content marketing quality also has a positive and significant effect on purchasing decisions, indicating that informative, relevant, accurate, and easy-to-understand content can help consumers evaluate products before making a purchase. Simultaneously, sales promotion in the form of discounts and content marketing quality have a positive and significant effect on purchasing decisions. The coefficient of determination of 0.483 indicates that the two independent variables explain 48.3% of the variation in purchasing decisions, while the remaining 51.7% is explained by other factors outside the research model. These findings highlight the importance of implementing appropriate promotional strategies and providing high-quality content to support Shopee consumers’ purchasing decisions in RW 08 Palmeriam amid increasingly competitive e-commerce market conditions.