ANALISIS HARGA, DEFERENSIASI PRODUK DAN KELOMPOK REFERENSI TERHADAP KEPUTUSAN BELI DENGAN MEDIASI MINAT BELI

Abstract

The aim of this research is to determine the influence of price, product and group differentiation on purchasing decisions with purchase interest as mediation. The sample size was 100 students taken using a non-probability sampling method. The sampling technique was in the form of purposive sampling, and data analysis uses SmartPLS. Validity and reliability testing use SPSS 25 software. Confirmatory Factor Analysis (CFA) testing and data analysis use SmartPLS 3.2.8. All instrument validity and reliability tests as well as CFA were declared valid and reliable. The model fit test showed good SRMR (0.10 or the same as the cut value), very good Chi-Square (523.675<552), good NFI (0.702), and Rms Theta not good (0.180 > 0.12). The research results prove that price and product differentiation have a positive and insignificant effect on purchasing interest. Reference groups have a positive and significant effect on purchasing interest. Price has a negative and insignificant effect on purchasing decisions. Product differentiation, reference groups, and purchasing interest have a positive and significant effect on purchasing decisions. The mediating role of buying interest has a positive and insignificant effect as a mediator between price and buying decisions. Likewise with product differentiation on purchasing decisions. Purchase interest has a positive and significant effect as a mediator between reference groups on purchasing decisions.