PENGARUH HARGA, KUALITAS LAYANAN DAN PROGRAM PROMOSI TERHADAP KEPUTUSAN PEMBELIAN BERKELANJUTAN

PENGARUH HARGA, KUALITAS LAYANAN DAN PROGRAM PROMOSI TERHADAP KEPUTUSAN PEMBELIAN BERKELANJUTAN

Pricing, service quality, promotion, satisfaction, sustainable purchasing decision.

This study examined the effect of price, service quality and promotion on sustainable purchasing decisions. The sample used was 60 respondents with the criteria of respondents who used Mamochi products in Yogyakarta. The data was collected using non probability sampling method with purposive sampling technique. The results of the
validity test with the Pearson correlation criteria> 0.254 (r table), showed that all indicators were valid, as well as the reliability test with Cronbach's alpha> 0.6. The results of the mediation test show that consumer satisfaction mediates the effect of price on repurchase decisions, while the quality of service and promotion programs have an effect on
repurchase decisions not mediated by customer satisfaction. As for partial testing of price variables, service quality has an effect on satisfaction, while promotion has no effect. Likewise, the variables of price, promotion and customer satisfaction have an effect on repurchase decisions, while service quality has no effect on re-purchase decisions. For the simultaneous test results, price variables, service quality and promotion have an effect on
customer satisfaction.

Uswatun Chasanah dan Muhammad Fauzan

https://jurnal.stieww.ac.id/index.php/jrm/issue/view/29

STIE Widya Wiwaha

Januari 2021

Sri Wahyuni

Online ISSN : 2624-492X
Print ISSN : 2355-9381

PDF

Indonesian

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Jurnal Riset Manajemen STIE Widya Wiwaha 2021