Pengaruh User Generated Content dan Bundling Product Terhadap Keputusan Pembelian Konsumen Pada Produk Glad2Glow di Kota Medan

Abstract

The rapid development of digital technology has brought significant changes to the beauty industry, along with increasing public awareness of the importance of facial skincare. This condition has opened up opportunities for companies such as Glad2Glow to innovate in their products to meet the needs of increasingly selective consumers, and the marketing techniques used must also be appropriate in order to attract consumers. One marketing strategy that is widely used is the use of user-generated content and product bundling. This study aims to analyze the influence of user-generated content and product bundling on consumer purchase decisions for Glad2Glow products in Medan City. The influence of user-generated content and product bundling will be analyzed both partially and simultaneously on purchase decisions. The research method used in this study is quantitative research with an associative approach. The sampling technique used was purposive sampling, with 100 respondents. The primary data used in this study was obtained through a questionnaire distributed to Glad2Glow consumers. Meanwhile, secondary data was obtained through literature review. The analysis methods used were validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, and hypothesis testing. The results of the study indicate that the user-generated content variable significantly influences purchase decisions, with a t-value of 5.118 > 1.984. Product bundling has a significant positive influence on purchasing decisions, with a t-value of 6.406 > 1.984. Simultaneously, both variables significantly influence purchase decisions with an F-value of 75.267 and an adjusted R-square value of 0.600, meaning that 60% of the variation in purchase decisions can be explained by these two variables, while 40% is influenced by other factors not examined in this study.