Pengaruh Media Sosial dan Harga terhadap Keputusan Pembelian Varian Produk Merek Apple Lini Terbaru
Citra Merek sebagai Variabel Mediasi
Abstract
Era teknologi moderen saat ini berkembang dengan pesat menjadikan setiap perusahaan berlomba untuk menghasilkan produk terbaik. Apple Inc. perusahaan teknologi asal Amerika besutan Steve Jobs dan teman-nya saat ini berhasil menjadi salah satu perusahaan yang melakukan revolusi pada perangkat elektronik massal dan perangkat lunak. Perkembangan internet dan keberadaan media sosial menjadi faktor yang mendukung eksistensi keberadaan merek perusahaan teknologi asal California tersebut. Namun, tak dapat dipungkiri jika harga produk yang ditawarkan oleh Apple tidak dapat diterima oleh seluruh golongan konsumen. Maka dari itu, tujuan dari penelitian ini untuk mengetahui pengaruh media sosial dan harga terhadap keputusan pembelian varian produk merek Apple lini terbaru. Terdapat juga variabel citra merek yang berperan untuk memediasi hubungan antara variabel media sosial dan harga terhadap variabel keputusan pembelian. Metode yang digunakan yaitu pendekatan kuantitatif dengan teknik sampling non-probability convenience sampling yang kemudian data diperoleh dari survei kuesioner dengan total 200 responden. Pengujian model dan hipotesis menggunakan SEM dengan bantuan program AMOS. Hasil penelitian menunjukkan bahwa variabel media sosial dan harga memiliki pengaruh positif signifikan terhadap variabel citra merek. Lalu variabel harga berpengaruh positif signifikan terhadap variabel keputusan pembelian. Selanjutnya, variabel media sosial berpengaruh secara positif namun tidak signifikan terhadap variabel keputusan pembelian. Terakhir variabel citra merek memiliki pengaruh negatif dan tidak signifikan terhadap keputusan pembelian.
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