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I Made Bagus Dwiarta
Universitas PGRI Adi Buana Surabaya, Indonesia
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Pengaruh Social Media Marketing Terhadap Keputusan Pembelian WeDrink di Sidoarjo dengan Product Quality sebagai Variabel Intervening Rohmania Windi Absari; Dina Syawa Aulia; Silvia Nuril Azizah; Ranti Aprillia; Novi Dwi Yulianti; I Made Bagus Dwiarta
Indo Green Journal Vol. 4 No. 2 (2026): Green 2026
Publisher : Published by Institut Teknologi Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/green.v4i2.535

Abstract

Abstrak: Industri makanan dan minuman (Food and Beverage/F&B) di Indonesia terus mengalami perkembangan yang pesat, termasuk bisnis minuman kekinian di Sidoarjo. Persaingan yang semakin ketat mendorong pelaku usaha untuk memanfaatkan media sosial sebagai sarana pemasaran. Namun, keberhasilan pemasaran melalui media sosial perlu didukung oleh kualitas produk yang sesuai dengan harapan konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh Social Media Marketing terhadap Keputusan Pembelian produk WeDrink di Sidoarjo dengan Product Quality sebagai variabel intervening. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian asosiatif kausal. Data diperoleh melalui penyebaran kuesioner kepada 90 konsumen WeDrink di Sidoarjo yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS) dengan bantuan aplikasi SmartPLS. Hasil penelitian menunjukkan bahwa Social Media Marketing berpengaruh positif dan signifikan terhadap Keputusan Pembelian serta Product Quality. Selain itu, Product Quality juga terbukti berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Hasil penelitian juga menunjukkan bahwa Product Quality mampu memediasi pengaruh Social Media Marketing terhadap Keputusan Pembelian secara signifikan. Nilai R-Square yang tinggi menunjukkan bahwa model penelitian memiliki kemampuan yang sangat baik dalam menjelaskan hubungan antarvariabel. Penelitian ini menyimpulkan bahwa pemasaran melalui media sosial dapat meningkatkan keputusan pembelian, baik secara langsung maupun melalui peningkatan persepsi kualitas produk. Oleh karena itu, pelaku usaha perlu menjaga konsistensi kualitas produk agar strategi pemasaran yang dilakukan dapat memberikan hasil yang optimal dan berkelanjutan. Abstract: The food and beverage (F&B) industry in Indonesia continues to experience rapid growth, including the trendy beverage business in Sidoarjo. Increasing competition is driving businesses to utilize social media as a marketing tool. However, successful marketing through social media requires product quality that meets consumer expectations. This study aims to determine the influence of social media marketing on purchasing decisions for WeDrink products in Sidoarjo, with product quality as an intervening variable. This study used a quantitative approach with a causal associative approach. Data were obtained by distributing questionnaires to 90 WeDrink consumers in Sidoarjo, selected using a purposive sampling technique. Data analysis was performed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with the assistance of the SmartPLS application. The results show that social media marketing has a positive and significant effect on purchasing decisions and product quality. Furthermore, product quality also has a positive and significant effect on purchasing decisions. The results also indicate that product quality significantly mediates the influence of social media marketing on purchasing decisions. A high R-Square value indicates that the research model has excellent ability to explain the relationships between variables. This study concludes that marketing through social media can improve purchasing decisions, both directly and through improved perceptions of product quality. Therefore, businesses need to maintain consistent product quality so that their marketing strategies can produce optimal and sustainable results.
Pengaruh Social Media Marketing Terhadap Keputusan Pembelian WeDrink di Sidoarjo dengan Product Quality sebagai Variabel Intervening Rohmania Windi Absari; Dina Syawa Aulia; Silvia Nuril Azizah; Ranti Aprillia; Novi Dwi Yulianti; I Made Bagus Dwiarta
Indo Green Journal Vol. 4 No. 2 (2026): Green 2026
Publisher : Published by Institut Teknologi Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/green.v4i2.535

Abstract

Abstrak: Industri makanan dan minuman (Food and Beverage/F&B) di Indonesia terus mengalami perkembangan yang pesat, termasuk bisnis minuman kekinian di Sidoarjo. Persaingan yang semakin ketat mendorong pelaku usaha untuk memanfaatkan media sosial sebagai sarana pemasaran. Namun, keberhasilan pemasaran melalui media sosial perlu didukung oleh kualitas produk yang sesuai dengan harapan konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh Social Media Marketing terhadap Keputusan Pembelian produk WeDrink di Sidoarjo dengan Product Quality sebagai variabel intervening. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian asosiatif kausal. Data diperoleh melalui penyebaran kuesioner kepada 90 konsumen WeDrink di Sidoarjo yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS) dengan bantuan aplikasi SmartPLS. Hasil penelitian menunjukkan bahwa Social Media Marketing berpengaruh positif dan signifikan terhadap Keputusan Pembelian serta Product Quality. Selain itu, Product Quality juga terbukti berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Hasil penelitian juga menunjukkan bahwa Product Quality mampu memediasi pengaruh Social Media Marketing terhadap Keputusan Pembelian secara signifikan. Nilai R-Square yang tinggi menunjukkan bahwa model penelitian memiliki kemampuan yang sangat baik dalam menjelaskan hubungan antarvariabel. Penelitian ini menyimpulkan bahwa pemasaran melalui media sosial dapat meningkatkan keputusan pembelian, baik secara langsung maupun melalui peningkatan persepsi kualitas produk. Oleh karena itu, pelaku usaha perlu menjaga konsistensi kualitas produk agar strategi pemasaran yang dilakukan dapat memberikan hasil yang optimal dan berkelanjutan. Abstract: The food and beverage (F&B) industry in Indonesia continues to experience rapid growth, including the trendy beverage business in Sidoarjo. Increasing competition is driving businesses to utilize social media as a marketing tool. However, successful marketing through social media requires product quality that meets consumer expectations. This study aims to determine the influence of social media marketing on purchasing decisions for WeDrink products in Sidoarjo, with product quality as an intervening variable. This study used a quantitative approach with a causal associative approach. Data were obtained by distributing questionnaires to 90 WeDrink consumers in Sidoarjo, selected using a purposive sampling technique. Data analysis was performed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with the assistance of the SmartPLS application. The results show that social media marketing has a positive and significant effect on purchasing decisions and product quality. Furthermore, product quality also has a positive and significant effect on purchasing decisions. The results also indicate that product quality significantly mediates the influence of social media marketing on purchasing decisions. A high R-Square value indicates that the research model has excellent ability to explain the relationships between variables. This study concludes that marketing through social media can improve purchasing decisions, both directly and through improved perceptions of product quality. Therefore, businesses need to maintain consistent product quality so that their marketing strategies can produce optimal and sustainable results.
Pengaruh Affiliate Marketing terhadap Keputusan Pembelian Melalui Minat Beli Gen Z Kota Surabaya di Platform Tiktok Shop Moch. Ramadhan Jakaria; Muhammad Luthfian Hafidzh Fachryansah; Achmad Khusaini; Bayu Kurniawan; Muhammad Muchlish; I Made Bagus Dwiarta
Indo Green Journal Vol. 4 No. 3 (2026): Green 2026
Publisher : Published by Institut Teknologi Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/green.v4i3.824

Abstract

Tujuan penelitian untuk melakukan analisis hubungan pengaruh affiliate marketing terhadap keputusan pembelian melalui minat beli Gen Z kota Surabaya di platform TikTok Shop. Metode pendekatan penelitian ini menggunakkan pendekatan kuantitatif dengan purposive sampling sebagai teknik pengambilan sampel. Pengumpulan data menggunakan kuesioner kemudian dianalisis dengan pendekatan Partial Least Square-Structural Equation Modeling (PLS-SEM). Data diolah dari jawaban lengkap 120 responden. Evaluasi model meliputi Outer Model, Inner Model, model fit, serta pengujian hipotesis. Temuan penelitian ini 1) Affiliate marketing berp  engaruh positif signifikan terhadap minat beli, 2) Minat beli berpengaruh positif signifikan terhadap keputusan pembelian, 3) Affiliate marketing berpengaruh positif signifikan terhadap keputusan pembelian, 4) Affiliate marketing berpengaruh positif signifikan terhadap keputusan pembelian melalui minat beli.
Pengaruh Affiliate Marketing terhadap Keputusan Pembelian Melalui Minat Beli Gen Z Kota Surabaya di Platform Tiktok Shop Moch. Ramadhan Jakaria; Muhammad Luthfian Hafidzh Fachryansah; Achmad Khusaini; Bayu Kurniawan; Muhammad Muchlish; I Made Bagus Dwiarta
Indo Green Journal Vol. 4 No. 3 (2026): Green 2026
Publisher : Published by Institut Teknologi Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/green.v4i3.824

Abstract

Tujuan penelitian untuk melakukan analisis hubungan pengaruh affiliate marketing terhadap keputusan pembelian melalui minat beli Gen Z kota Surabaya di platform TikTok Shop. Metode pendekatan penelitian ini menggunakkan pendekatan kuantitatif dengan purposive sampling sebagai teknik pengambilan sampel. Pengumpulan data menggunakan kuesioner kemudian dianalisis dengan pendekatan Partial Least Square-Structural Equation Modeling (PLS-SEM). Data diolah dari jawaban lengkap 120 responden. Evaluasi model meliputi Outer Model, Inner Model, model fit, serta pengujian hipotesis. Temuan penelitian ini 1) Affiliate marketing berp  engaruh positif signifikan terhadap minat beli, 2) Minat beli berpengaruh positif signifikan terhadap keputusan pembelian, 3) Affiliate marketing berpengaruh positif signifikan terhadap keputusan pembelian, 4) Affiliate marketing berpengaruh positif signifikan terhadap keputusan pembelian melalui minat beli.
Digital Experience Is Not Enough: The Role of Customer Satisfaction in Five-Star Hotel Revisit Intention I Made Bagus Dwiarta; Fachrudy Asj’ari
Journal of Economics, Entrepreneurship, Management Business and Accounting Vol 4 No 6 (2026): Volume 4, Issue 6, November 2026
Publisher : CV. Sakura Digital Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61255/jeemba.v4i6.1831

Abstract

Purpose – Despite the growing demand for environmentally sustainable services, green hotels are often perceived as offering lower comfort while charging premium prices. This paradox raises questions about whether environmentally conscious customers genuinely develop strong loyalty toward green hotels and what factors drive such loyalty. This study addresses two main questions: (1) Do green customers demonstrate strong loyalty toward green hotel services? (2) Does customer satisfaction mediate the relationship between green hotel service attributes and customer loyalty? Design/methodology/approach – A quantitative research design was employed using survey data collected from 153 hotel guests in Yogyakarta, Indonesia, selected through random sampling. The proposed model was analyzed using Structural Equation Modeling Partial Least Squares (SEM-PLS), including assessments of construct validity and reliability. Finding/Results – The findings reveal that green customer loyalty is not directly formed but is significantly influenced through customer satisfaction as a mediating variable. Key green hotel service attributes such as eco-friendly facilities, environmental atmosphere, unique sustainable design, energy efficiency, employee environmental awareness, customer involvement in green initiatives, healthy food offerings, and reward systems positively affect satisfaction, which in turn enhances loyalty. Originality/Value – This study contributes to the sustainable hospitality literature by providing empirical evidence of the mediating role of satisfaction in shaping green customer loyalty. It also refines the conceptualization of green service quality by integrating both environmental attributes and experiential factors, offering a more comprehensive model applicable to emerging tourism destinations.
Co-Authors Achmad Khusaini Bayu Kurniawan Dina Syawa Aulia Fachrudy Asj'ari Moch. Ramadhan Jakaria Muhammad Luthfian Hafidzh Fachryansah Muhammad Muchlish Novi Dwi Yulianti Ranti Aprillia Rohmania Windi Absari Silvia Nuril Azizah