PENGARUH INFLUENCER MARKETING, LIFESTYLE, DAN WORD OF MOUTH TERHADAP KEPUASAN MELALUI KEPUTUSAN PEMBELIAN SEBAGAI VARIABLE INTERVENING PADA TOKO MONA ASESORIS

Abstract

This study aims to examine and empirically analyze the influence of influencer marketing, lifestyle, and word of mouth (WOM) on consumer satisfaction through purchase decision as an intervening variable at Mona Accessories Store, located in Gudang Village, Situbondo Regency. This research employed a quantitative approach using a non-probability sampling technique with a purposive sampling method. A total of 108 respondents who met the predetermined criteria participated in the study. Data were processed and analyzed using SmartPLS version 3.0. The analytical procedures included convergent validity testing, reliability testing, classical assumption testing, goodness of fit (GoF) analysis, coefficient of determination, structural model (inner model) analysis, and hypothesis testing. The results of the direct effect analysis indicate that influencer marketing and lifestyle have a significant positive effect on purchase decision, whereas word-of-mouth has a positive but insignificant effect on purchase decision. Furthermore, influencer marketing and lifestyle exhibit positive but insignificant effects on consumer satisfaction, while word-of-mouth has a significant positive effect on consumer satisfaction. The indirect effect analysis reveals that influencer marketing, lifestyle, and word-of-mouth do not have significant indirect effects on consumer satisfaction through purchase decision, indicating that purchase decision does not mediate the relationships between these independent variables and consumer satisfaction in this study.