Pengaruh Strategi Marketing Mix Pada Keputusan Pembelian Konsumen Emy Spa Bali dengan e-WOM Sebagai Moderasi
DOI:
https://doi.org/10.38035/jafm.v6i5.2815Keywords:
Marketing Mix, Keputusan Pembelian, E-WOM, Spa, Pemasaran DigitalAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh strategi marketing mix terhadap keputusan pembelian konsumen Emy Spa Bali, dengan electronic word of mouth (e-WOM) sebagai variabel moderasi. Emy Spa merupakan salah satu usaha spa di kawasan Kuta, Bali yang mengalami penurunan jumlah pelanggan secara signifikan meskipun telah melakukan berbagai strategi pemasaran, termasuk relokasi ke area wisata dan promosi digital. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei dan penyebaran kuesioner kepada responden yang terdiri dari pelanggan Emy Spa. Variabel bebas dalam penelitian ini terdiri dari tujuh elemen marketing mix yaitu produk, harga, tempat, promosi, orang, proses, bukti fisik. Variabel terikatnya adalah keputusan pembelian, sedangkan e-WOM berperan sebagai variabel moderasi. Hasil penelitian diharapkan mampu memberikan pemahaman mengenai pengaruh elemen-elemen bauran pemasaran terhadap keputusan pembelian serta bagaimana ulasan digital dapat memperkuat pengaruh tersebut. Penelitian ini memberikan kontribusi dalam pengembangan strategi pemasaran berbasis digital khususnya pada industri spa di Bali.
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