PENGARUH PRODUCT BUNDLING, PROMOSI PENJUALAN DAN CONTENT MARKETING TERHADAP KEPUTUSAN PEMBELIAN DI SHOPEE DALAM PRINSIP MAQASHID SYARIAH (Studi Pada Konsumen Pengguna Shopee Grace and Glow)

Putri, Pebriyana (2026) PENGARUH PRODUCT BUNDLING, PROMOSI PENJUALAN DAN CONTENT MARKETING TERHADAP KEPUTUSAN PEMBELIAN DI SHOPEE DALAM PRINSIP MAQASHID SYARIAH (Studi Pada Konsumen Pengguna Shopee Grace and Glow). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Persaingan ketat dalam industri produk perawatan tubuh mendorong perusahaan untuk menghadirkan strategi pemasaran yang lebih kreatif guna meningkatkan kepuasan konsumen. Grace and Glow sebagai salah satu brand skincare yang populer di platform Shopee menerapkan berbagai strategi digital seperti product bundling, promosi penjualan, serta content marketing untuk menarik perhatian konsumen. Namun, efektivitas setiap strategi tersebut dalam mempengaruhi keputusan pembelian belum diketahui secara jelas, terutama pada konsumen di Provinsi Lampung. Penelitian ini bertujuan untuk menganalisis pengaruh Product Bundling, Promosi Penjualan, dan Content Marketing terhadap Keputusan Pembelian dalam perspektif Maqashid Syariah. Penelitian ini menggunakan pendekatan kuantitatif. Pengumpulan data dilakukan dengan menyebarkan kuesioner menggunakan skala Likert kepada konsumen Grace and Glow di Provinsi Lampung yang pernah melakukan pembelian melalui Shopee. Sampel penelitian ditetapkan sebanyak 90 responden dengan teknik non-probability sampling. Data yang diperoleh diuji validitas dan reliabilitasnya, kemudian dianalisis menggunakan metode Structural Equation Modeling–Partial Least Square (SEM–PLS) melalui aplikasi SmartPLS versi 4. Penggunaan SEM–PLS dipilih karena mampu mengukur antar variabel secara simultan dan memberikan hasil yang akurat meskipun ukuran sampel relatif kecil. Hasil penelitian menunjukkan bahwa Product Bundling berpengaruh positif tetapi tidak signifikan terhadap Keputusan Pembelian. Sebaliknya, Promosi Penjualan terbukti berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Content Marketing juga menunjukkan pengaruh positif dan signifikan, sehingga konten yang informatif dan menarik mampu meningkatkan minat beli konsumen. Dari perspektif Maqashid Syariah, Grace and Glow telah menerapkan prinsip-prinsip etika bisnis Islam melalui penyediaan produk yang halal dan aman, kejujuran dalam penyampaian informasi, harga yang adil dan kompetitif. Kata Kunci: Product Bundling, Promosi Penjualan, Content Marketing, Maqashid Syariah. ABSTRACT Fierce competition in the body care product industry has prompted companies to come up with more creative marketing strategies to increase customer satisfaction. Grace and Glow, one of the popular skincare brands on the Shopee platform, implements various digital strategies such as product bundling, sales promotions, and content marketing to attract consumers. However, the effectiveness of each strategy in influencing purchasing decisions is not yet clearly known, especially among consumers in Lampung Province. This study aims to analyze the influence of Product Bundling, Sales Promotions, and Content Marketing on Purchasing Decisions from the perspective of Maqashid Syariah. This study uses a quantitative approach. Data collection was carried out by distributing questionnaires using a Likert scale to Grace and Glow consumers in Lampung Province who had made purchases through Shopee. The research sample consisted of 90 respondents using non-probability sampling. The validity and reliability of the data obtained were tested, then analyzed using the Structural Equation Modeling–Partial Least Square (SEM–PLS) method through the SmartPLS version 4 application. SEM–PLS was chosen because it is capable of measuring variables simultaneously and providing accurate results even with a relatively small sample size. The results showed that Product Bundling had a positive but insignificant effect on Purchase Decisions. Conversely, Sales Promotions were proven to have a positive and significant effect on Purchase Decisions. Content Marketing also showed a positive and significant effect, indicating that informative and interesting content can increase consumer interest in purchasing. From the perspective of Maqashid Syariah, Grace and Glow has implemented Islamic business ethics principles by providing halal and safe products, honesty in conveying information, and fair and competitive prices. Keywords: Product Bundling, Sales Promotion, Content Marketing, Maqashid Syariah.

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