PENGARUH KONTEN MARKETING DAN HARGA TERHADAP KEPUTUSAN BELANJA PRODUK FASHION PADA GEN Z DI PLATFORM BELANJA ONLINE STUDI KASUS : KOTA PEKALONGAN

Abstract

This study aims to analyze the influence of marketing content and product prices on the purchasing decisions of Generation Z fashion products on online shopping platforms, with a case study in Pekalongan City. Generation Z is a demographic group that has high involvement with digital technology and social media, so that online shopping platforms become an important medium in marketing. A quantitative approach was used in this study with a survey method through a questionnaire distributed to 30 respondents who are online shopping users in Pekalongan City. Data were analyzed using the Multiple Linear Regression method to test the influence of independent variables (marketing content and product prices) on the dependent variable (shopping decisions). The results showed that marketing content had a positive and significant effect on shopping decisions while product prices did not have a positive and significant effect on purchasing decisions. Interesting and relevant marketing content increases consumer interest and trust in the product, while prices will have a personal influence because they are related to the availability of funds owned by respondents. This study concludes that the effective integration of marketing content and product price strategies can improve fashion product purchasing decisions in Generation Z