ANALYSIS OF MARKETING MIX ON CUSTOMER SATISFACTION: EMPIRICAL STUDY OF PURCHASING DECISION OF EAST NUSA TENGGARA LOCAL PRODUCT

Agricultural Socio-Economics Journal

View Publication Info
 
 
Field Value
 
Title ANALYSIS OF MARKETING MIX ON CUSTOMER SATISFACTION: EMPIRICAL STUDY OF PURCHASING DECISION OF EAST NUSA TENGGARA LOCAL PRODUCT
 
Creator Malelak, Sonya Lisabel
Setiawan, Budi
Maulidah, Silvana
 
Subject Marketing Mix; Purchasing Decision; Customer Satisfaction; SEM-PLS; East Nusa Tenggara Local Product
 
Description The purpose of this study is to analyze the effect of marketing mix on purchasing decisions of East Nusa Tenggara local products, to analyze the effect of marketing mix on consumer satisfaction of local products and to analyze the indirect effect of marketing mix on research satisfaction. The results showed that the variable price, place, promotion directly had a positive and significant effect on the purchasing decision variable. The product variable directly has a positive but insignificant effect. variable product, price, place, promotion directly have a positive and significant effect on customer satisfaction variables. The purchasing decision variable is not indirectly a mediation for the product variable and the consumer satisfaction variable. The purchase decision variable is not indirectly a mediation for the price variable and the consumer satisfaction variable. The purchase decision variable is not indirectly a mediation for the place variable and the consumer satisfaction variable. The purchasing decision variable is indirectly mediating for the promotion variable and the customer satisfaction variable.
 
Publisher Socio-Economics/Agribusiness Department
 
Contributor
 
Date 2021-10-31
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion

 
Format application/pdf
 
Identifier https://agrise.ub.ac.id/index.php/agrise/article/view/503
10.21776/ub.agrise.2020.021.4.4
 
Source Agricultural Socio-Economics Journal; Vol 21, No 4 (2021): OCTOBER; 285-292
2252-6757
1412-1425
10.21776/ub.agrise.2021.021.4
 
Language eng
 
Relation https://agrise.ub.ac.id/index.php/agrise/article/view/503/376
https://agrise.ub.ac.id/index.php/agrise/article/downloadSuppFile/503/64
 
Rights Copyright (c) 2021 Sonya Lisabel Malelak, Budi Setiawan, Silvana Maulidah
http://creativecommons.org/licenses/by-nc/4.0
 

Contact Us

The PKP Index is an initiative of the Public Knowledge Project.

For PKP Publishing Services please use the PKP|PS contact form.

For support with PKP software we encourage users to consult our wiki for documentation and search our support forums.

For any other correspondence feel free to contact us using the PKP contact form.

Find Us

Twitter

Copyright © 2015-2018 Simon Fraser University Library