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Abstract

Tujuan: Penelitian ini menganalisis hubungan antara bauran pemasaran dan kualitas pelayanan dengan keputusan pembelian melalui minat beli dan word of mouth (WOM) pada konsumen produk kaca dan aluminium.


Metode: Penelitian ini menggunakan survei kuantitatif cross-sectional. Sampel mencakup 100 konsumen Mede Jaya Kaca dan Aluminium di Kabupaten Pati yang dipilih melalui purposive sampling. Data kuesioner dianalisis menggunakan PLS-SEM dengan SmartPLS 4.


Hasil dan Pembahasan: Bauran pemasaran berhubungan positif dengan keputusan pembelian, tetapi berhubungan negatif dengan minat beli dan WOM. Kualitas pelayanan berhubungan positif dengan minat beli, WOM, dan keputusan pembelian. Minat beli dan WOM berhubungan positif dengan keputusan pembelian. Minat beli memediasi negatif hubungan antara bauran pemasaran dan keputusan pembelian, sedangkan WOM tidak memediasi hubungan tersebut. Sebaliknya, kedua mediator meneruskan hubungan positif antara kualitas pelayanan dan keputusan pembelian.


Implikasi: Perusahaan perlu memprioritaskan kualitas pelayanan dan mengevaluasi produk, harga, lokasi, serta promosi secara terpisah tanpa mengasumsikan bahwa seluruh aktivitas pemasaran meningkatkan minat dan rekomendasi pelanggan.


Originalitas: Penelitian ini mengintegrasikan mekanisme psikologis dan sosial dalam pengambilan keputusan pembelian dalam konteks distribusi material kaca dan aluminium.

Keywords

bauran pemasaran keputusan pembelian kualitas pelayanan minat beli word of mouth

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How to Cite
Putra, D. A., Aqmala, D., Anomsari, A., & Panjaitan, R. (2026). Peran Minat Beli dan WOM terhadap Peningkatan Keputusan Pembelian Produk. Advances: Jurnal Ekonomi & Bisnis, 4(4), 1437–1462. https://doi.org/10.60079/ajeb.v4i4.1051
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