Analysis of the Influence of Product Definition, Reference Groups and Social Media Marketing on Student Satisfaction with Mediation of Purchasing Decisions (Study at STIE IEU Yogyakarta)

DOI

10.2991/978-2-38476-366-5_10How to use a DOI?

Keywords

Product Definition; Reference Group; Social Media Marketing; Student Satisfaction; Purchasing Decisions

Abstract

This study aims to analyse the effect of product differentiation, reference group, and social media marketing on student satisfaction at STIE IEU Yogyakarta, with purchase decision as the mediating variable. This study uses a quantitative method with a population of all STIE IEU Yogyakarta students, totalling 160 people. Primary data was collected through a questionnaire instrument given directly to students. This research questionnaire uses a scaling technique with a Likert scale of 1 to 5.Data processing and analysis using the Inferential Partial Least Square (PLS) method, variance-based SEM using smart PLS software version 3, which goes through 3 stages of testing: indicator test, model fit test and hypothesis testing. Product differentiation is expected to increase attractiveness and uniqueness, while reference groups play a role in shaping students’ preferences and attitudes towards the products offered. Social media marketing, as an effective communication platform, is able to increase interaction and engagement, which contributes to purchasing decisions. The results of the analysis show that there is a significant relationship between the three independent variables and student satisfaction, with purchasing decisions as a mediator that strengthens the influence. The findings provide insights for educational institutions in formulating more effective marketing strategies to increase student satisfaction and purchase decisions.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Ambar Lukitaningsih
AU  - Rian Larasati
AU  - Muinah Fadhilah
AU  - Henny Welsa
AU  - Erwin Hanggoro Agung Nugroho
PY  - 2025
DA  - 2025/02/28
TI  - Analysis of the Influence of Product Definition, Reference Groups and Social Media Marketing on Student Satisfaction with Mediation of Purchasing Decisions (Study at STIE IEU Yogyakarta)
BT  - Proceedings of the 1st International Conference on Social Environment Diversity (ICOSEND 2024)
PB  - Atlantis Press
SP  - 110
EP  - 117
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-366-5_10
DO  - 10.2991/978-2-38476-366-5_10
ID  - Lukitaningsih2025
ER  -