Keputusan Pembelian Sebagai Pemediasi Kelompok Referensi Dan Sosial Media Marketing Dan Brand Loyalty

Anggi Claudia Widora; Moecammad Nasir

doi:10.32534/jv.v18i2.4270

Authors

Anggi Claudia Widora Universitas Muhammadiyah Surakarta
Moecammad Nasir Universitas Muhammadiyah Surakarta

DOI:

https://doi.org/10.32534/jv.v18i2.4270

Abstract

Saat berkendaraan motor di butuhkan kep footstep, kegunaannya sangat penting dalam keprimaan kendaraan. Kurangnya informasi tentang pemanfaatan footstep dalam berkendara menyebabkan konsumen kurang memperhatikan dan merawat bagian footstep. Footstep sangat penting ketika berkendaraan karena bisa menambah keseimbangan motor. Oleh sebab itu Footstep Ngrt Bikers Suzuki Satria F150 melakukan marketing melalui social media dan referensi group agar masyarakat lebih mengetahui tentang footstep. Tujuan penelitian ini menganalisis pengaruh kelompok referensi dan pemasaran media sosial terhadap loyalitas merek footstep ngrt bikers suzuki satria f150 dengan keputusan pembelian sebagai variabel intervening. Metode penelitian ini ialah kuantitatif. Populasi penelitian ini adalah masyarakat di Solo raya yang pernah membeli produk Footstep Ngrt Bikers Suzuki Satria F150. Sampel dari penelitian ini ialah 200 responden. Teknik pengambilan sampel ialah purposive sampling. Analisis data penelitian ini menggunakan software Smart PLS. Hasil penelitian ini bahwa Variabel Kelompok Referensi, Pemasaran Media Sosial berpengaruh positif dan signifikan pada Keputusan Pembelian. Variabel Keputusan Pembelian tidak berpengaruh pada Loyalitas Merek. Variabel Kelompok Referensi, Sosial Media berpengaruh positif dan signifikan pada Brand Loyalty. Variabel Keputusan Pembelian tidak berperan dalam memediasi pengaruh antara Kelompok Acuan, Pemasaran Media Sosial, dan Brand Loyalty pada Footstep Ngrt Bikers Suzuki Satria F150 di Solo Raya.

Keywords:

Loyalitas Merek, Pemasaran, Kelompok Referensi

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