Analysis of the effect of product differentiation, reference groups and social media marketing on student satisfaction with mediation of purchasing decisions (Study at STIE IEU Yogyakarta) Rian Larasati, Ambar Lukitaningsih, Muinah Fadhilah, Henny Welsa, Erwin Hanggoro Agung
Magister Management
Sarjanawiyata Tamansiswa University
Abstract
This study aims to analyse the effect of product differentiation, reference groups, and social media marketing on student satisfaction at STIE IEU Yogyakarta, with purchasing decisions as the mediating variable.
Through a literature study approach, we reviewed various relevant sources to understand the relationship between these variables. 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.
Keywords: Keywords: product differentiation, reference group, social media marketing, student satisfaction, purchase decision.
