Pengaruh Content Marketing, Online Customer Review, dan Persepsi Harga terhadap Keputusan Pembelian pada Warung Kopi Warkovia di Kabupaten Bekasi

Putri, Ismawati (2026) Pengaruh Content Marketing, Online Customer Review, dan Persepsi Harga terhadap Keputusan Pembelian pada Warung Kopi Warkovia di Kabupaten Bekasi. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This study aims to analyze the effect of content marketing, online customer reviews, and price perception on purchasing decisions at Warkovia Coffee Shop in Bekasi Regency. The increasing competition in the culinary industry requires business owners to implement marketing strategies that are capable of attracting consumers' attention. This study employed a quantitative research method with a survey approach. The sample size was determined using the Lemeshow formula, resulting in 96 respondents. Data were collected through questionnaires and analyzed using instrument testing, classical assumption tests, multiple linear regression analysis, partial tests (t-test), simultaneous tests (F-test), and the coefficient of determination (R²) with the assistance of IBM SPSS Statistics Version 27. The results showed that content marketing, online customer reviews, and price perception each had a positive and significant effect on purchasing decisions. Furthermore, these three variables simultaneously had a positive and significant effect on purchasing decisions, as indicated by an F-value of 134.164 and a significance value of 0.000, indicating that the research model was statistically significant. The Adjusted R Square value of 0.810 indicates that 81% of the variation in purchasing decisions can be explained by the three independent variables, while the remaining 19% is influenced by other factors not examined in this study. Therefore, content marketing, online customer reviews, and price perception can serve as a basis for Warkovia in developing effective marketing strategies to improve consumers' purchasing decisions

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