PENGARUH INOVASI PRODUK DAN SOSIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MUSLIM ES TEH INDONESIA DENGAN REFERENSI GROUP SEBAGAI VARIABEL PEMODERASI

Nur Muhammad Teguh; Edi Cahyono

doi:10.24929/missy.v5i2.3660

Nur Muhammad Teguh UIN SALATIGA
Edi Cahyono Universitas Islam Negeri Salatiga

DOI: https://doi.org/10.24929/missy.v5i2.3660

Abstract

Purchasing decisions are purchases that refer to the process of choosing one option among several available options. To obtain the purpose of purchasing decisions, of course, it requires a process of integrating attitudes and knowledge to analyze ultimately choosing between two or more alternative actions. This study aims to analyze the direct and indirect influence of product innovation, and social media marketing on purchasing decisions, with reference groups as moderating variables on Indonesian Iced Tea consumers with a sample of 97 respondents. The research data was obtained from a questionnaire that had been distributed and then tested using SPSS V25. From the data analysis that has been carried out, it shows that: (1) Product innovation has a positive and significant effect on purchasing decisions (2) Social media marketing has a positive and significant effect on purchasing decisions (3) Product innovation is able to moderate reference groups on purchasing decisions (4) social media marketing is able to moderate reference groups on purchasing decisions.

Keywords : Product innovation; Social media marketing; Purchasing decisions; reference groups

References

Atnawati, I. A. D., & Widiastini, N. M. A. (2021). Pengaruh Harga dan Inovasi Produk serta Gaya Hidup terhadap Keputusan Pembelian Kain Endek di Pasar Semarapura. Bisma :Jurnal Manajemen, 7(1), 97. https://doi.org/10.23887/bjm.v7i1.29522
Farahdiba, D. (2020). Konsep dan Strategi Komunikasi Pemasaran: Perubahan Perilaku Konsumen Menuju Era Disrupsi Dea Farahdiba Mahasiswa Magister Sains Manajemen, Universitas Gadjah Mada. 8(1), 1–16.
Firdaus, A. A., & Harti. (2016). Pengaruh Kelompok Acuan, Produk dan Harga Terhadap Keputusan Pembelian Pada Toko “Windy Collection” Dukun Gresik. Jurnal Pendidikan Tata Niaga, 4(3), 1–11.
Hair, J. ., Black, W. ., Babin, J. ., & Anderson, R.(2010). MULTIVARIATE DATA ANALYSIS. In Polymers. 12(12), 1–18. https://doi.org/10.3390/polym12123016
Hanjaya, B. ., Budihardjo, B. ., & Hellyani, C. . (2023). Pengaruh Social Media Marketing Terhadap Keputusan Pembelian Konsumen Pada Umkm. Jrime : Jurnal Riset Manajemen Dan Ekonomi, 1(3), 92–101. https://doi.org/10.54066/jrime-itb.v1i3.271
Kurniawan, A., & Dwijayanti, R. (2021). Pengaruh Ekuitas Merek Dan Kelompok Referensi Terhadap Keputusan Pembelian Sepeda Merek Polygon Pada Masyarakat Kabupaten Gresik. Jurnal Pendidikan Tata Niaga (JPTN), 9. www.rodalink.com
Kurniawan, R., & Marwah A’shifa Nurlail, A. (2023). The Effect Of Social Media Advertising And Endorsement On Consumer Purchase Behavior At Brand Delblack Pengaruh Social Media Advertising Dan Endorsement Terhadap Perilaku Pembelian Konsumen Pada Brand Delblackid 2 Management Studies and Entrepreneurship Journal, 4(2), 2120–2130. http://journal.yrpipku.com/index.php/msej
Kotler, P. K. K. (2012). Marketing Managemen.t Fourteenth Edition. New Jersey: Pearson Education.
Narottama, N., & Moniaga, N. E. P. (2022). Pengaruh Social Media Marketing Terhadap Keputusan Pembelian Konsumen Pada Destinasi Wisata Kuliner di Kota Denpasar. Jurnal Master Pariwisata (JUMPA), 8, 741. https://doi.org/10.24843/jumpa.2022.v08.i02.p19
Restiani Widjaja, Y. (2023). Pengaruh Inovasi Produk, Promosi, Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Sepeda Motor. In Jurnal Sains Manajemen https://ejurnal.ars.ac.id/index.php/jsm/index
Sagita, S. A., & Sarsono, S. (2021). Purchase Decisions From Social Media Marketing, Product Innovation, and Celebrity Endorser. Almana : Jurnal Manajemen Dan Bisnis, 5(1), 71–75. https://doi.org/10.36555/almana.v5i1.1543
Sari, W. E. P., & Suci, N. M. (2022). Pengaruh Gaya Hidup Dan Kelompok Referensi Terhadap Keputusan Pembelian Produk Fashion Melalui E-Commerce Shopee. Jurnal Manajemen Perhotelan dan Pariwisata, 5(2), 129–134. https://doi.org/10.23887/jmpp.v5i2.37170
Sholawati, R. L., & Tiarawati, M. (2022). Pengaruh Social Media Marketing Dan Brand Awareness Terhadap Niat Beli Produk Di Restoran Fast Food. Jurnal Ilmu Manajemen, 10, 1098.
Tarmidi, D., & Alghifary, M. A. (2022). The Influence Of Product Innovation And Social Media Marketing On Miraclemates Brand Purchase Decisions under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0). Jurnal Ekonomi, 11(03), 2022. http://ejournal.seaninstitute.or.id/index.php/Ekonomi
Timtong, J., & Lalaeng, C. (2021). Product Innovation and Digital Marketing Affecting Decision to Purchase OTOP Products Background and Significance of the Study. In International Journal of Crime, Law and Social Issues (Vol. 8, Issue 1).