The Effect Of Social Media Marketing, Price, And Product Quality On Consumer Purchase Intention At Pt Gresik Migas Gas Stations

Abstract

Social media has revolutionized marketing strategies across various industries, including the traditional fuel sector, such as gas stations. The use of digital platforms like Instagram, TikTok, and YouTube in Indonesia, which will reach more than 180 million users by 2025, demonstrates significant potential in supporting marketing activities. However, its implementation at regional gas stations like PT Gresik Migas is still not optimal, while consumer purchase intention for fuel is still influenced by primary factors such as price and product quality. Therefore, an analysis is needed that integrates digital and traditional factors in influencing consumer purchase intention. This study aims to analyze the effect of price and product quality on consumer purchase intention with social media marketing as a mediating variable at PT Gresik Migas gas stations. The method used is a quantitative explanatory approach with Structural Equation Modeling Partial Least Square (SEM-PLS) analysis techniques and a sample size of 100 respondents. The results show that price and product quality have a positive and significant effect on social media marketing and consumer purchase intention. In addition, social media marketing has also been proven to have a positive influence on purchase intention and is able to mediate the influence of price and product quality on consumer purchase intention. This study contributes by examining the role of social media marketing as a mediating variable in the relationship between price and product quality on consumer purchase intention in the context of the fuel industry which is still rarely studied in digital marketing.