Pengaruh Persepsi Harga, Brand awareness dan Content marketing Terhadap Keputusan Pembelian Konsumen Gen Z (Studi Pada Jasa Cuci Sepatu Dailyy Cleann Kecamatan Lowokwaru Kota Malang)

Abstract

Abstract

This study aims to determine and analyze the influence of price perception, Brand awareness, and Content marketing on the purchasing decisions of Gen Z consumers at Dailyy Cleann shoe care service in Lowokwaru District, Malang City. This research employs a quantitative explanatory approach using a Likert-scale questionnaire. The sample was determined through purposive sampling of 105 Gen Z respondents who had used Dailyy Cleann's services. Data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, t-test, F-test, and the coefficient of determination (Adjusted R²) with the aid of SPSS. The results show that price perception, Brand awareness, and Content marketing have a positive and significant effect on purchasing decisions, both simultaneously and partially, with Brand awareness being the most dominant variable. The regression model explains 77.2% of the variance in purchasing decisions. These findings reinforce Consumer Behavior Theory, which explains that purchasing decisions are shaped by the integration of Brand awareness, price evaluation, and digital marketing stimuli, and offer practical implications for shoe care business owners in designing pricing, brand-strengthening, and content-marketing strategies.

Keywords: Price Perception; Brand awareness; Content Marketing; Purchasing Decision; Gen Z