THE INFLUENCE OF SOCIAL MEDIA MARKETING AND PRICE ON PURCHASE DECISIONS WITH CUSTOMER SATISFACTION AS A MEDIATING VARIABLE ON CUSTOMERS OF MUTIARA FASHION STORE LAMONGAN
Article Sidebar
Main Article Content
Abstract
Social media marketing and price on purchasing decisions, with customer satisfaction as a mediating variable, on customers of Mutiara Fashion Store in Lamongan. The research method used is quantitative, with data collection techniques through questionnaires distributed to 109 respondents using the slovin formula. Data analysis was carried out using the Partial Least Square (PLS) approach. The results of the study indicate that social media marketing and price significantly influence purchasing decisions. Customer satisfaction is proven to be a significant mediating variable between social media marketing, price, and purchasing decisions. This study provides theoretical contributions in broadening insights related to marketing strategies through social media, pricing, and increasing customer satisfaction to support purchasing decisions. The practical implications of this study are to provide recommendations for Mutiara Fashion Store in increasing competitiveness through effective marketing strategies and competitive pricing policies.
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
Dewi, N. M. P., Imbayani, I. G. A., & Ribek, P. K. (2021). Pengaruh Social Media Marketing Terhadap Keputusan Pembelian Yang Dimediasi E-Word Of Mouth Pada Givanda Store Denpasar. Emas, 2(2).
Fahriani, N. S., & Febriyanti, I. R. (2022). Analisis Kepuasan Pelanggan di Apotek Bunda Cikembar. Optimal Jurnal Ekonomi dan Manajemen, 2(3), 1-11.
Hikolo, L., Taan, H., & Juanna, A. (2023). Pengaruh Harga Dan Promosi Terhadap Keputusan Pembelian Pada Restaurant Tiara Di Kota Gorontalo. JAMBURA: Jurnal Ilmiah Manajemen dan Bisnis, 6(1), 111-117.
Hasan, S. (2024). Pengaruh Harga dan Kualitas Produk Terhadap Keputusan Pembelian. Management Studies and Entrepreneurship Journal (Msej), 5(2), 3826-3833.
Nugroho, I. A., & Muslikh, M. (2023). Pengaruh Daya Tarik Produk, Harga dan Suasana Pasar Terhadap Keputusan Pembelian dengan Kepuasan Pelanggan sebagai Variabel Mediasi. Journal of Economics and Business Aseanomics, 8(2), 047-061.
Ramdan, M., Saputro, A. H., & Herlinawati, E. (2023). Pengaruh Social Media Marketing Dan Harga Terhadap Keputusan Pembelian Produk Tragen Footwear Bandung: Bahasa Indonesia. JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi), 9(6), 2713-2722.
Safira, S. D., & Risal, T. (2024). Pengaruh Kualitas Pelayanan, Kualitas Produk dan Harga terhadap Kepuasan Pelanggan pada PT. PLN (PERSERO) Unit Wilayah Medan Timur. Jurnal Widya, 5(1), 546-559.
Winasis, C. L. R., Widianti, H. S., & Hadibrata, B. (2022). Determinasi Keputusan Pembelian: Harga, Promosi Dan Kualitas Produk (Literature Review Manajemen Pemasaran). Jurnal Ilmu Manajemen Terapan, 3(4), 399-410.
Putri, R. A., & Mahargiono, P. B. (2023). Pengaruh Kualitas Produk dan Harga Terhadap Keputusan Pembelian Melalui Promosi Sebagai Variabel Intervening pada Kedai Kopi Janji Jiwa Surabaya Cabang Royal Regal. Jurnal Ilmu dan Riset Manajemen (Jirm), 12(8).