Analisis pengaruh promosi dan kualitas pelayanan terhadap keputusan pembelian melalui kepuasan konsumen sebagai variabel intervening pada pt citra kreasi makmur kediri

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Abstract

This research aims to analyze the effect of marketing mix and quality of service to customers decision through customers satisfaction as intervening variable at PT Citra Kreasi Makmur Kediri. Data collection technique using interview, literature study, and questionnaire. Due to unknown population size, researcher limit only 110 respondents who came to Turbo counter directly. From using SEM data processing, obtained (1) marketing assimilation has positive effect and significantly on customers satisfaction, that is equal to 0.347 with a probability of 0.005 < 0.05 (2) Quality of Services has a negative effect and not significantly on customers satisfaction, that is equal to 0.163 with a probability of 0.232 > 0.05 (3) Marketing assimilation has positive effect and significantly on buying decision, that is equal to 0.138 with a probability of 0.185 (4) Quality of Service has positive effect and significantly on buying decision, that is equal to 0.405 with a probability less than 0.185 (5) Customer satisfaction has a positive effect and not significantly on buying decision or customer satisfaction doest not act as mediating variable in the model, which is 0.117 with a probability of 0.247 > 0.05.

Keywords: promotion; quality of service; customers satisfaction. 

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Published
2021-02-03
Section
Articles