PENGARUH PERSONAL SELLING, MEDIA SOSIAL, KELOMPOK REFERENSI DAN PERSEPSI KONSUMEN DENGAN VARIABEL INTERVENING NIAT BELI TERHADAP PERILAKU KONSUMEN DALAM MEMILIH BIRO UMRAH PADA MASA PANDEMI (UMRAH NEW NORMAL)

Abstract

The Covid-19 pandemic has an impact on all lines of life, including the world of Umrah, which is vulnerable to changes in regulatory information and the opening and closing of the Umrah pilgrimage. The pandemic as one of the disruptions apart from digital and millennial has also changed consumer behavior. Studying Consumer Behavior is a necessity for marketing communication practitioners, in order to be able to adapt to the times. There are many factors that influence consumer behavior, this study tries to study several factors including personal selling, social media, reference groups, consumer perceptions and purchase intentions. Theory Planned Behaviors (TPB) is the main theory in this research. This study aims to determine the effect of personal selling, social media, reference groups, and consumer perceptions of consumer behavior in choosing an Umrah agency during the pandemic (Umrah New Normal) with the intervening variable of purchase intention. The type of research used is the type of Explanatory Research. The sample in this study was the alumni of PT Rima Karya Mandiri Umrah congregation, totaling 133 people. The data analysis technique used SPSS 25 software with multiple linear regression and Sobel test. The results showed that personal selling, social media, reference groups, and consumer perceptions had a significant effect on consumer behavior. In addition, personal selling variables, social media, reference groups, and consumer perceptions also have a significant effect on purchase intention and the purchase intention variable is able to partially mediate the influence of personal selling, social media, reference groups and consumer perceptions of consumer behavior. The main factor influencing consumer behavior is consumer perception and the main factor influencing purchase intention is social media. The suggestion of this research is that PT Rima Karya Mandiri starts to carry out branding by maximizing social media and the Umrah bureau can focus on social media Instagram, Facebook and Whatsapp by making quotes off the day. And maximize all the digital channels it has.