PENGARUH SOCIAL MEDIA MARKETING DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN ALBUM MUSIK STRAY KIDS DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (STUDI PADA KOMUNITAS STAY KOTA MALANG)

Authors

  • Festu Unggun Lestari Magister Manajemen/ Institut Teknologi dan Bisnis Asia Malang
  • Justita Dura Magister Manajemen/ Institut Teknologi dan Bisnis Asia Malang
  • Agus Rahman Alamsyah Magister Manajemen/ Institut Teknologi dan Bisnis Asia Malang

DOI:

https://doi.org/10.23969/jp.v10i01.22581

Keywords:

Social Media Marketing, Product Quality, Purchase Decision, Customer Satisfaction

Abstract

Digitalization has profoundly impacted various aspects of the music industry, including the shift from physical formats to digital media. However, the influence of digitization in the K-pop industry is at odds with the continued purchase of physical products, such as albums. The objective of this study is to ascertain the following: (1) The Effect of Social Media Marketing on Customer Satisfaction, (2) The Effect of Product Quality on Customer Satisfaction, (3) The Effect of Social Media Marketing on Purchasing Decisions, (4) The Effect of Product Quality on Purchasing Decisions, (5) The Effect of Customer Satisfaction on Purchasing Decisions, (6) The Effect of Social Media Marketing on Purchasing Decisions Through Customer Satisfaction, and (7) The Effect of Product Quality on Purchasing Decisions Through Customer Satisfaction. This research employs a quantitative approach with a purposive sampling technique, with 93 respondents who purchased Stray Kids music albums between September and November 2024. The results of this study indicate that (1) social media marketing has a positive and significant effect on customer satisfaction, (2) product quality has a positive and significant effect on customer satisfaction, (3) social media marketing has a positive and significant effect on purchasing decisions, and (4) product quality has a positive and significant effect. Purchasing decisions, (5) Customer satisfaction has a positive and significant effect on purchasing decisions, (6) social media marketing has a positive and significant effect on purchasing decisions through customer satisfaction, and (7) product quality has a positive and significant effect on purchasing decisions through customer satisfaction.

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Published

2025-02-27

Issue

Vol. 10 No. 01 (2025): Volume 10 Nomor 1, Maret 2025.

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