The effect of product variation, price and social media marketing communication on purchase decision through purchase intention as a mediating variable : evidence of Yogurt X at PT RND (CF)

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Nurfiani, Sri (2024) The effect of product variation, price and social media marketing communication on purchase decision through purchase intention as a mediating variable : evidence of Yogurt X at PT RND (CF). Graduate thesis, Sekolah Tinggi Manajemen IPMI.

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Abstract

Purchase decision is an important thing to note because it will be taken into consideration how to the marketing strategy will be carried out by the company next. Purchasing decisions are stages in the decision-making process where consumers actually buy. This study discusses product variation, price and social media marketing communication on purchase decision with purchase intention as a mediating variable for yogurt X at PT RND. PT RND's yogurt sales did not experience a significant increase for 4 years, from 2016 to 2019. In fact, it tended to decrease in the last 3 years from 2020 to 2022. Meanwhile, based on euro monitor data, yogurt sales in Indonesia tend to experience a significant increase from 2016 to 2022. The purpose of this study was to determine the effect of product variation, price, and social media marketing communication on purchase decision through purchase intention as mediating variable. Sample size : there are 186 respondents who buy or consumer yogurt and who live in Jakarta, Bogor, Depok, Tangerang, and Bekasi. Data were analyzed using SPSS version 25 and SmartPLS 3. The results of the study found that product variation and social media marketing communication had a significant effect on purchase intention. Purchase intention and social media marketing communication have a significant effect on purchase decision.While the price variable has no significant effect on purchase intention and purchase decision, likewise, product variation has no significant effect on the direct relationship between purchase decision. The two-way analysis found that purchase intention did fully mediate the relationship between product variation and purchase decision. Meanwhile, purchase intention partially mediates the relationship between social media communication and purchase decision. Meanwhile, purchase intention does not function as a mediating variable in the relationship between price and purchase decision. The goal of these findings is to help stakeholder of PT RND come up with appropriate and effective marketing strategies related to product variation, price, and social media marketing communication so that the companies can reach their goals.

Item Type: Thesis (Graduate)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HJ Public Finance
Divisions: Thesis > Master of Business Administration
Depositing User: Dwi Selviyana
Date Deposited: 23 Sep 2024 02:44
Last Modified: 04 Oct 2024 04:44
URI: http://repository.ipmi.ac.id/id/eprint/2587

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