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Abstract ABS-22

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 Corresponding Author: RIAN LARASATI

Question from Dr. Indarto Indarto 2024.11.05 11:45:56 Research has been conducted on student satisfaction influenced by product differentiation, reference groups, social media marketing, what is the novelty of this research and how do the results of this research contribute to both theory and practical implications?

Reply from Ms. RIAN LARASATI 2024.11.05 12:04:20 This research can be useful as information and reference material, both for academics and other parties, to discuss product development practices, recommendations, as well as in the management of marketing media, especially differentiating business products so that they are different from other products and student satisfaction. Presumably this research can be used as a reference for other parties to be able to add other factors or variables, as well as change the object of research, and test its effect on student satisfaction.

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