Penentu keputusan pembelian online: Peran mediasi kepuasan konsumen

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Diterbitkan: May 18, 2026
DOI: https://doi.org/10.28932/jmm.v25i2.14841
Kata Kunci:
brand image, celebrity endorsers, customer satisfaction, information quality, online purchase decisions citra merek, dukungan selebriti, kepuasan konsumen, keputusan pembelian daring, kualitas informasi

Isi Artikel Utama

Yanneri Elfa Kiswara Rahmantya
Program Studi Magister Manajemen, Sekolah Pascasarjana, Universitas Kuningan
Retnaning Tyas
Program Studi Pendidikan Ekonomi, Fakultas Ilmu Pendidikan, Universitas PGRI Jombang
Nuri Purwanto
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Institut Teknologi dan Bisnis PGRI Dewantara
Odang Supriatna
Program Studi Magister Manajemen, Sekolah Pascasarjana, Universitas Kuningan
Herma Wiharno
Program Studi Magister Manajemen, Sekolah Pascasarjana, Universitas Kuningan

Abstrak

Keterlibatan dengan konten digital dan dukungan selebriti dapat mendorong individu untuk melakukan pembelian, tetapi belum tentu menjamin pembelian berulang jangka panjang maupun kepuasan pelanggan. Di industri fesyen, tantangan ini sangat terlihat, yang mana Instagram telah menjadi alat pemasaran utama. Sebuah merek fesyen lokal, Erigo, secara aktif menggunakan Instagram sebagai alat yang ampuh untuk mengomunikasikan perilaku konsumen serta nilai-nilai mereknya. Dengan menggunakan pendekatan analitis berbasis model, penelitian ini mengkaji pengaruh langsung dan tidak langsung dari dukungan selebriti, kualitas informasi, dan citra merek terhadap keputusan pembelian. Penelitian ini menggunakan desain kuantitatif dengan pengambilan sampel bertujuan, melibatkan 130 orang responden yang sebelumnya telah membeli produk Erigo di Instagram. Survei online dan model persamaan struktural berbasis varians digunakan untuk mengumpulkan dan menganalisis data. Hasil penelitian ini menunjukkan bahwa keputusan pembelian daring (KPD) dipengaruhi secara positif oleh dukungan selebriti (DS), kualitas informasi (KI), dan citra merek (CM). Namun, keputusan ini tidak dipengaruhi oleh kepuasan pelanggan (KP). Mengenai pengaruh DS, KI, dan CM terhadap KPD, DS menunjukkan hasil yang tidak signifikan; namun, KI dan CM menunjukkan hasil yang signifikan. Menariknya, KP memediasi efek DS terhadap KPD, tetapi tidak memediasi efek KI dan CM terhadap KPD. Temuan ini menyiratkan bahwa kepribadian pemasar yang kuat dapat menciptakan koneksi emosional yang melampaui evaluasi pascapembelian yang sederhana. Dengan menyoroti pentingnya kepuasan pelanggan dalam membentuk keputusan pembelian yang didorong oleh media sosial, penelitian ini berkontribusi pada bidang pemasaran digital dan perilaku konsumen, khususnya di industri mode Indonesia. Dengan menawarkan pemahaman yang lebih kompleks tentang bagaimana efek dukungan beroperasi, penelitian ini berkontribusi pada literatur dengan melampaui model tradisional yang terutama menggunakan kepuasan pelanggan sebagai mediator dalam bidang perilaku konsumen.

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Cara Mengutip
Rahmantya, Y. E. K., Tyas, R., Purwanto, N., Supiatna, O., & Wiharno, H. (2026). Penentu keputusan pembelian online: Peran mediasi kepuasan konsumen. Jurnal Manajemen Maranatha, 25(2), 289–302. https://doi.org/10.28932/jmm.v25i2.14841
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Vol 25 No 2 (2026): Jurnal Manajemen Maranatha
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Artikel ini berlisensi Creative Commons Attribution-NonCommercial 4.0 International License.

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