PENGARUH CONTENT MARKETING DAN AFFILIATE MARKETING TERHADAP IMPULSIF BUYING DENGAN CUSTOMER VALUE SEBAGAI VARIABEL MODERASI
DOI:
https://doi.org/10.51878/academia.v6i3.11803Keywords:
Content Marketing, Affiliate Marketing, , Impulsive Buying, Customer ValueAbstract
This study aims to examine the relationship between Content Marketing and Affiliate marketing on impulsive buying, with customer value as a moderating variable, among users of herbal health products in Pandeglang Regency. This research employs a quantitative method with a causal-associative approach. The population of this study comprises 1,413,897 people in Pandeglang Regency. Using a probability sampling technique with a cluster sampling design, given that Pandeglang Regency consists of 35 sub-districts (kecamatan) with 10 respondents drawn from each sub-district, the resulting sample size was 350 respondents. The results show that Content Marketing and Affiliate marketing do not have a positive and significant effect on impulsive buying. Conversely, customer value has a direct effect on impulsive buying. However, customer value is proven to function as a moderating variable in the relationships among the variables: it strengthens the effect of Content Marketing on impulsive buying but weakens the relationship between Affiliate marketing and impulsive buying. These findings make an important contribution by revealing that the factors examined play differing roles in influencing unplanned purchasing behavior.
ABSTRAK
Penelitian ini bertujuan untuk mengkaji hubungan antara Content Marketing dan Affiliate terhadap impulsif buying dengan customer value sebagai variabel moderasi pada pengguna produk kesehatan herbal di kabupaten pandeglang. Penelitian ini merupakan penelitian kuantitatif dengan pendekatan asosiatif kausal. Populasi penelitian ini adalah di Kabupaten Pandeglang yang terdiri dari 1.413,897 orang. Dengan menggunakan teknik Probability sampling dengan jenis sampel cluster sampling, Sekabupaten pandeglang terdapat 35 kecamatan, dimana setiap/satu kecamatan di ambil 10 responden, maka sampel di dapat adalah 350 responden. Hasil penelitian ini menunjukkan bahwa Content Marketing dan Affiliate tidak memiliki pengaruh positif dan signifikan terhadap impulsif buying. Sebaliknya, Customer value berpengaruh secara langsung terhadap impulsif buying. Namun, customer value terbukti berperan sebagai variable moderasi dalam hubugan antar variable. Customer value memperkuat hubungan pengaruh Content Marketing terhadap impulsif buying. namun memperlemah hubungan antara Affiliate dan impulsif buying. Temuan ini memberikan kontribusi penting dengan mengungkap bahwa faktor-faktor yang diteliti memiliki peran berbeda dalam memengaruhi perilaku pembelian secara tidak terencana.
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