Analysis of Price Perception, Content Marketing, and Brand Image on Purchasing Decision at CV. BSP MEDIA PRIMA in Medan

Abstract

Tujuan penelitian ini adalah untuk menganalisis pengaruh Persepsi Harga, Pemasaran Konten, dan Citra Merek terhadap Keputusan Pembelian di CV. BSP Media Prima di Kota Medan. Penelitian ini bersifat kuantitatif. Populasi penelitian ini terdiri dari seluruh pelanggan yang telah melakukan transaksi di CV. BSP Media Prima. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah simple random sampling. Perhitungan ukuran sampel didasarkan pada rumus Slovin, menghasilkan 96 responden. Teknik pengumpulan data meliputi observasi, wawancara, kuesioner, dan studi dokumen (tinjauan pustaka). Metode analisis data menggunakan regresi linier berganda dan pengujian hipotesis. Hasil penelitian menunjukkan bahwa persepsi harga dan citra merek memiliki pengaruh parsial positif dan signifikan terhadap keputusan pembelian, sedangkan pemasaran konten berpengaruh terhadap keputusan pembelian di CV. BSP Media Prima. Persepsi harga, pemasaran konten, dan citra merek secara simultan mempengaruhi keputusan pembelian di CV. BSP Media Prima.

The purpose of this research is to analyze the effect of Price Perception, Content Marketing, and Brand Image on Purchasing Decisions at CV. BSP Media Prima in Medan City. This research is quantitative in nature. The population for this study consists of all customers who have made transactions at CV. BSP Media Prima. The sampling technique used in this research is simple random sampling. The sample size calculation is based on Slovin's formula, resulting in 96 respondents. Data collection techniques include observation, interviews, questionnaires, and document study (literature review). The data analysis method uses multiple linear regression and hypothesis testing. The research findings indicate that price perception and brand image have a positive and significant partial effect on purchasing decisions, while content marketing has an effect on purchasing decisions at CV. BSP Media Prima. Price perception, content marketing, and brand image simultaneously influence purchasing decisions at CV. BSP Media Prima.