Peran Mediasi Gaya Hidup dan Kelompok Referensi dalam Keputusan Pembelian

Rahayu Mahardika; Mohamad Rifqy Roosdhani

doi:10.32534/jv.v20i3.8180

Authors

Rahayu Mahardika Fakultas Ekonomi dan Bisnis, Universitas Nahdlatul Ulama Jepara
Mohamad Rifqy Roosdhani Fakultas Ekonomi dan Bisnis, Universitas Nahdlatul Ulama Jepara

DOI:

https://doi.org/10.32534/jv.v20i3.8180

Keywords:

Social Media Marketing, Gaya Hidup, Kelompok Referensi, Keputusan Pembelian, Kedai Kopi

Abstract

Perkembangan coffee shop menjadikan tempat ini tidak hanya sebagai ruang konsumsi, tetapi juga bagian dari gaya hidup dan interaksi sosial. Penelitian ini bertujuan menjelaskan bagaimana social media marketing memengaruhi keputusan pembelian konsumen Anak Panah Coffee Jepara melalui gaya hidup dan kelompok referensi sebagai variabel mediasi. Populasi penelitian mencakup seluruh konsumen Anak Panah Coffee Jepara yang pernah melakukan pembelian, dengan sampel sebanyak 100 responden. Pendekatan kuantitatif digunakan dengan analisis SEM-PLS melalui SmartPLS versi 4.1. Hasil penelitian menunjukkan bahwa social media marketing membentuk gaya hidup dan kelompok referensi konsumen, yang selanjutnya menjadi jalur tidak langsung dalam proses pengambilan keputusan pembelian. Temuan ini menegaskan bahwa keputusan pembelian tidak muncul secara langsung dari aktivitas pemasaran digital, melainkan melalui mekanisme sosial dan psikologis yang bersifat mediasi. Kebaruan penelitian ini terletak pada pengujian simultan dua mediator gaya hidup dan kelompok referensi dalam konteks coffee shop lokal, sehingga memperkaya pemahaman mengenai proses keputusan pembelian konsumen di era pemasaran digital.

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