Pengaruh Variasi Produk, Pemasaran Media Sosial, Dan Brand Image Terhadap Keputusan Pembelian Dengan Kepuasan Pelanggan Sebagai Variabel Mediasi: Studi Pada Official Store Winod Malang

Abstract

Abstract

This study aims to examine the effects of product variety, social media marketing, and brand image on purchase decisions, with customer satisfaction serving as a mediating variable at Store Winod Malang. The research is based on the Consumer Decision-Making Process (CDMP), which explains the stages consumers undergo before and after making a purchase decision. A quantitative research approach was employed using a survey method. Data were collected through questionnaires distributed to 382 respondents selected using purposive sampling from a population of 8,158 followers of Store Winod Malang's official TikTok account who had previously purchased the products. The collected data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS software. The measurement model evaluation confirmed that all constructs met the criteria for convergent validity, discriminant validity, and reliability. The structural model demonstrated satisfactory explanatory and predictive capabilities, with R² values of 0.670 for customer satisfaction and 0.672 for purchase decisions. Hypothesis testing revealed that product variety, social media marketing, and brand image each have a positive and significant effect on customer satisfaction and purchase decisions. Furthermore, customer satisfaction has a positive and significant effect on purchase decisions and significantly mediates the relationships between product variety, social media marketing, brand image, and purchase decisions. These findings indicate that enhancing product variety, optimizing social media marketing, and strengthening brand image can improve customer satisfaction and ultimately encourage consumers' purchase decisions.

Keywords: Product Variety, Social Media Marketing, Brand Image, Customer Satisfaction, Purchasing Decision