Analisissocialmediamarketingdane-Wom Terhadapkeputusan Pembeliandengan Perceived Value Sebagaimediasi(Studipada Jasa Weddingminangorganizer)

RENALDO, RENALDO (2026) Analisissocialmediamarketingdane-Wom Terhadapkeputusan Pembeliandengan Perceived Value Sebagaimediasi(Studipada Jasa Weddingminangorganizer). S2 thesis, Universitas Andalas.

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Abstract

ANALISISSOCIALMEDIAMARKETINGDANE-WOM TERHADAPKEPUTUSAN PEMBELIANDENGAN PERCEIVED VALUE SEBAGAI MEDIASI (STUDIPADA JASA WEDDINGMINANGORGANIZER) Oleh: Renaldo (2420522064) Pembimbing: Dessy Kurnia Sari, SE, M.Bus(Adv), PhD dan Dr. Eri Besra, SE, MM Abstrak PenelitianinibertujuanuntukmenganalisispengaruhSocial Media Marketing (SMM) dan Electronic Word of Mouth (e-WOM) terhadap Keputusan PembeliandenganPerceived Valuesebagaivariabelmediasi pada pelangganjasawedding organizerMinang Organizer di Kota Padang. Penelitianinimenggunakanpendekatankuantitatifdenganmetodesurvei. Pengambilansampeldilakukanmenggunakanteknikpurposive samplingdenganjumlahrespondensebanyak 100 orang pelangganMinang Organizer yang pernahmelihatpromosi media sosial dan menggunakanjasaperusahaan. Pengumpulan data dilakukanmelaluipenyebarankuesioner daring berbasisskala Likert 1–5. Teknik analisis data yang digunakanadalahPartial Least Square - Structural Equation Modeling (PLS-SEM) denganbantuanperangkatlunakSmartPLS 4. Hasil analisisdeskriptifmenunjukkanbahwavariabel SMM tergolongtinggi (4,05), e-WOM tergolongtinggi (4,02), Perceived Valuetergolong sangat tinggi (4,24), dan Keputusan Pembeliantergolongtinggi (4,19). Evaluasi model pengukuran (outer model) mengonfirmasibahwainstrumenpenelitianmemenuhikriteriavaliditaskonvergen, validitasdiskriminan, sertareliabilitaskonstruk. Hasil pengujian model struktural (inner model) membuktikanbahwa SMM dan e-WOM berpengaruhpositif dan signifikanterhadapPerceived Value, SMM dan e-WOMtidakberpengaruhterhadap Keputusan Pembelian, sertaPerceived Valueberpengaruhpositif dan signifikanterhadap Keputusan Pembelian. Selainitu, Perceived Valueterbuktisecarasignifikanmemediasihubunganantara SMM dan e-WOM terhadap Keputusan Pembelian. Temuaninimenegaskanpentingnya strategi pembentukanpersepsinilaidalammenjembatanistimulasipemasaran digital dengankeputusanpembeliankonsumen pada industrijasaberbasispengalaman dan budaya. Kata Kunci: Social Media Marketing, Electronic Word of Mouth (e-WOM), Perceived Value, Purchase Decision, Wedding Organizer ANALISISSOCIALMEDIAMARKETINGDANE-WOM TERHADAPKEPUTUSAN PEMBELIANDENGAN PERCEIVED VALUE SEBAGAI MEDIASI (STUDIPADA JASA WEDDINGMINANGORGANIZER) Oleh: Renaldo (2420522064) Pembimbing: Dessy Kurnia Sari, SE, M.Bus(Adv), PhD dan Dr. Eri Besra, SE, MM Abstract This study aims to analyze the influence of Social Media Marketing (SMM) and Electronic Word of Mouth (e-WOM) on Purchase Decisions with Perceived Value as a mediating variable among customers of Minang Organizer wedding services in Padang City. This study adopts a quantitative research design utilizing a survey method. Sampling was conducted using a purposive sampling technique, involving 100 respondents who are Minang Organizer customers with exposure to its social media promotions and service usage. Primary data were collected via online questionnaires structured on a 5-point Likert scale. Data analysis was executed using Partial Least Square - Structural Equation Modeling (PLS-SEM) assisted by SmartPLS 4 software. Descriptive analysis results indicate that SMM is in the high category (4.05), e-WOM in the high category (4.02), Perceived Value in the very high category (4.24), and Purchase Decision in the high category (4.19). Measurement model evaluation (outer model) confirms that all retained indicators satisfy the criteria for convergent validity, discriminant validity, and construct reliability. Structural model evaluation (inner model) demonstrates that both SMM and e-WOM have a positive and significant effect on Perceived Value, SMM and e-WOM have a negative and not significant effect on Purchase Decisions, and Perceived Value exerts a positive and significant effect on Purchase Decisions. Furthermore, Perceived Value significantly mediates the relationships between both SMM and e-WOM on Purchase Decisions. These empirical findings underscore the essential role of customer value perception in bridging digital marketing stimuli with actual consumer purchase decisions in culturally anchored experiential service industries. Keywords: Social Media Marketing, Electronic Word of Mouth (e-WOM), Perceived Value, Purchase Decision, Wedding Organizer

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