PENGARUH HARGA, MEDIA SOSIAL INSTAGRAM, DAN WORD OF
MOUTH TERHADAP KEPUASAN PELANGGAN MELALUI PROSES
KEPUTUSAN PEMBELIAN
(Studi Kasus pada KY Steak & Pasta)
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Institusion
Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
Author
Fitri Mahdiani, Mega
Subject
Manajemen Pemasaran
Datestamp
2022-01-05 07:14:25
Abstract :
ABSTRAK Tujuan penelitian ini adalah untuk mengetahui pengaruh Harga, Media Sosial Instagram dan Word of Mouth terhadap Kepuasan Pelanggan melalui Proses Keputusan Pembelian (Studi Kasus pada KY Steak & Pasta). Strategi yang digunakan dalam penelitian ini adalah strategi penelitian asosiatif yaitu strategi penelitian yang digunakan untuk mengetahui hubungan antara dua variabel atau lebih. Populasi dalam penelitian ini adalah masyarakat Kota Bekasi ataupun luar Kota Bekasi yang sudah berkunjung ke KY Steak & Pasta, minimal 2 kali berkunjung dan membeli. Sampel penelitian menggunakan purposive sampling dengan hasil responden sebanyak 97 orang responden. Alat pengumpulan data menggunakan kuesioner yang kemudian dijadikan tabulasi skor setiap variabel yang diteliti. Metoda analisis dalam menghitung data menggunakan Smart PLS 3.0. Hasil penelitian menunjukkan bahwa harga tidak berpengaruh terhadap kepuasan pelanggan, harga berpengaruh langsung dan signifikan terhadap proses keputusan pembelian, media sosial instagram berpengaruh langsung dan signifikan terhadap kepuasan pelanggan, media sosial instagram berpengaruh langsung dan signifikan terhadap proses keputusan pembelian, proses keputusan pembelian berpengaruh langsung dan signifikan terhadap kepuasan pelanggan, word of mouth tidak berpengaruh terhadap kepuasan pelanggan, word of mouth berpengaruh langsung dan signifikan terhadap proses keputusan pembelian, harga berpengaruh tidak langsung terhadap kepuasan pelanggan melalui proses keputusan pembelian, media sosial instagram berpengaruh tidak langsung terhadap kepuasan pelanggan melalui proses keputusan pembelian dan word of mouth berpengaruh tidak langsung terhadap kepuasan pelanggan melalui proses keputusan pembelian. Kata Kunci : Harga, media sosial instagram, word of mouth, proses keputusan pembelian dan kepuasan pelanggan ABSTRACT The purpose of this study was to determine the effect of Price, Social Media Instagram and Word of Mouth on Customer Satisfaction through the Purchasing Decision Process (Case Study on KY Steak & Pasta). The strategy used in this study is an associative research strategy that is the research strategy used to determine the relationship between two or more variables. The population in this study is the people of Bekasi City or outside Bekasi City who have visited KY Steak & Pasta, at least 2 times visited and bought. The research sample used purposive sampling with the results of 97 respondents. Data collection tools using a questionnaire which is then used as a tabulation score of each variable studied. Analysis tool for calculating data using Smart PLS 3.0. The results showed that price does not affect customer satisfaction, price has a direct and significant effect on the purchasing decision process, Instagram social media has a direct and significant effect on customer satisfaction, Instagram social media has a direct and significant effect on the purchase decision process, the purchasing decision process has direct and significant to customer satisfaction, word of mouth has no effect on customer satisfaction, word of mouth has a direct and significant effect on the purchase decision process, price has an indirect effect on customer satisfaction through the purchase decision process, instagram social media has an indirect effect on customer satisfaction through the decision process purchasing and word of mouth indirect effect on customer satisfaction through the purchase decision process. Keywords: Price, Instagram social media, word of mouth, purchasing decision process and customer satisfaction
ABSTRAK Tujuan penelitian ini adalah untuk mengetahui pengaruh Harga, Media Sosial Instagram dan Word of Mouth terhadap Kepuasan Pelanggan melalui Proses Keputusan Pembelian (Studi Kasus pada KY Steak & Pasta). Strategi yang digunakan dalam penelitian ini adalah strategi penelitian asosiatif yaitu strategi penelitian yang digunakan untuk mengetahui hubungan antara dua variabel atau lebih. Populasi dalam penelitian ini adalah masyarakat Kota Bekasi ataupun luar Kota Bekasi yang sudah berkunjung ke KY Steak & Pasta, minimal 2 kali berkunjung dan membeli. Sampel penelitian menggunakan purposive sampling dengan hasil responden sebanyak 97 orang responden. Alat pengumpulan data menggunakan kuesioner yang kemudian dijadikan tabulasi skor setiap variabel yang diteliti. Metoda analisis dalam menghitung data menggunakan Smart PLS 3.0. Hasil penelitian menunjukkan bahwa harga tidak berpengaruh terhadap kepuasan pelanggan, harga berpengaruh langsung dan signifikan terhadap proses keputusan pembelian, media sosial instagram berpengaruh langsung dan signifikan terhadap kepuasan pelanggan, media sosial instagram berpengaruh langsung dan signifikan terhadap proses keputusan pembelian, proses keputusan pembelian berpengaruh langsung dan signifikan terhadap kepuasan pelanggan, word of mouth tidak berpengaruh terhadap kepuasan pelanggan, word of mouth berpengaruh langsung dan signifikan terhadap proses keputusan pembelian, harga berpengaruh tidak langsung terhadap kepuasan pelanggan melalui proses keputusan pembelian, media sosial instagram berpengaruh tidak langsung terhadap kepuasan pelanggan melalui proses keputusan pembelian dan word of mouth berpengaruh tidak langsung terhadap kepuasan pelanggan melalui proses keputusan pembelian. Kata Kunci : Harga, media sosial instagram, word of mouth, proses keputusan pembelian dan kepuasan pelanggan ABSTRACT The purpose of this study was to determine the effect of Price, Social Media Instagram and Word of Mouth on Customer Satisfaction through the Purchasing Decision Process (Case Study on KY Steak & Pasta). The strategy used in this study is an associative research strategy that is the research strategy used to determine the relationship between two or more variables. The population in this study is the people of Bekasi City or outside Bekasi City who have visited KY Steak & Pasta, at least 2 times visited and bought. The research sample used purposive sampling with the results of 97 respondents. Data collection tools using a questionnaire which is then used as a tabulation score of each variable studied. Analysis tool for calculating data using Smart PLS 3.0. The results showed that price does not affect customer satisfaction, price has a direct and significant effect on the purchasing decision process, Instagram social media has a direct and significant effect on customer satisfaction, Instagram social media has a direct and significant effect on the purchase decision process, the purchasing decision process has direct and significant to customer satisfaction, word of mouth has no effect on customer satisfaction, word of mouth has a direct and significant effect on the purchase decision process, price has an indirect effect on customer satisfaction through the purchase decision process, instagram social media has an indirect effect on customer satisfaction through the decision process purchasing and word of mouth indirect effect on customer satisfaction through the purchase decision process. Keywords: Price, Instagram social media, word of mouth, purchasing decision process and customer satisfaction
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