Triviska, MIla (2026) PENGARUH CONTENT MARKETING DAN SISTEM CASH ON DELIVERY (CoD) TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION DENGAN ONLINE COSTUMER REVIEW SEBAGAI MODERATOR (Survei pada Gen Z Pengguna TikTok Shop di Kabupaten Kuningan). S1 / D3 thesis, Universitas Kuningan.

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Official URL: https://rama.uniku.ac.id

Abstract

Penelitian yang bertujuan untuk menjawab pertanyaan terkait Pengaruh Content Marketing, Sistem Cash on Delivery dan Online Costumer Review Sebagai Moderator Terhadap Keputusan Pembelian Produk Fashion pada Gen Z. Penelitian ini merupakan penelitian kuantitatif dengan menggunakan metode survei. Teknik pengambilan simple random sampling dengan responden sebanyak 150 orang. Teknik pengumpulan data menggunakan kuesioner dengan SPSS 25. Analisis Regresi Moderasi yang terlebih dahulu dilakukan uji asumsi klasik. Hasil pengujian dari hipotesis yang di ajukan menunjukan bahwa (1) Content Marketing tidak berpengaruh signifikan terhadap keputusan pembelian. (2) Sistem cash on delivery tidak berpengaruh signifikan terhadap keputusan pembelian. (3) Online costumer review berpengaruh positif dan signifikan terhadap keputusan pembelian. (4) Online costumer review tidak dapat memoderasi pengaruh content marketing terhadap keputusan pembelian. (5) Online costumer review tidak dapat memoderasi pengaruh sistem cash on delivery terhadap keputusan pembelian.
Kata Kunci : Pengaruh Content Marketing dan Sistem Cash on Delivery Terhadap Keputusan Pembelian Produk Fashion Dengan Online Costumer Review Sebagai Moderator.

This research aimed to answer questions regarding the influence of content marketing, the cash on delivery system, and online customer reviews as a moderator on fashion product purchase decisions among Gen Z. The study was a quantitative research using a survey method. The sampling technique used was simple random sampling, with a total of 150 respondents. The data collection technique used a questionnaire analyzed with SPSS 25. The analysis employed Moderated Regression Analysis, preceded by classical assumption testing. The results of the hypothesis testing showed that (1) Content marketing did not have a significant influence on purchase decisions. (2) The cash on delivery system did not have a significant influence on purchase decisions. (3) Online customer reviews had a positive and significant influence on purchase decisions. (4) Online customer reviews could not moderate the influence of content marketing on purchase decisions. (5) Online customer reviews could not moderate the influence of the cash on delivery system on purchase decisions.

Item Type: Thesis (S1 / D3)
Uncontrolled Keywords: Pengaruh Content Marketing dan Sistem Cash on Delivery Terhadap Keputusan Pembelian Produk Fashion Dengan Online Costumer Review Sebagai Moderator, The Influence of Content Marketing and Cash on Delivery System on Fashion Product Purchase Decisions with Online Customer Review as a Moderator.
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: S.E Mila Triviska
Date Deposited: 12 Jun 2026 02:18
Last Modified: 12 Jun 2026 02:18
URI: https://rama.uniku.ac.id/id/eprint/5290

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