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Uju Suji'ah
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Promotion Mix Dan Kualitas Pelayanan Pengaruhnya Terhadap Keputusan Pembelian Dengan Kepuasan Konsumen Sebagai Variabel Intervening Herlina Gonam; Uju Suji'ah
JURNAL MANAJEMEN MOTIVASI Vol 22 No 2 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i2.9239

Abstract

This study determines the influence of promotion mix and service quality on purchasing decisions with consumer satisfaction as an intervening variable among Morgan's Kebab consumers in Yogyakarta City. The sample comprised 100 respondents selected through purposive sampling, analyzed using SEM-PLS with SmartPLS 4.0.9.9. The results show that promotion mix has a positive and significant effect on purchasing decisions and consumer satisfaction; service quality has no significant direct effect on purchasing decisions but significantly affects consumer satisfaction; and consumer satisfaction significantly affects purchasing decisions and mediates the effects of promotion mix and service quality on purchasing decisions. Keywords: Promotion Mix; Service Quality; Purchasing Decisions; Consumer Satisfaction
Promosi dan Kepercayaan Konsumen Pengaruhnya Terhadap Loyalitas Pelanggan dengan Kepuasan Pelanggan Sebagai Variabel Moderating Maria Goreti Anul; Uju Suji'ah
JURNAL MANAJEMEN MOTIVASI Vol 22 No 2 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i2.9299

Abstract

Customer loyalty in e-commerce is influenced by various marketing factors, yet the roles of promotion and consumer trust remain inconsistent. This study examined the effects of promotion and consumer trust on customer loyalty, with customer satisfaction as a moderating variable, among 100 Shopee users from Manggarai Regency studying in Yogyakarta using purposive sampling and SPSS 27. The results show that consumer trust significantly affects customer loyalty, whereas promotion does not. Promotion and consumer trust jointly influence customer loyalty. Customer satisfaction moderates the effect of promotion but not consumer trust. These findings highlight the importance of strengthening trust and satisfaction to improve customer loyalty.
Co-Authors Herlina Gonam Maria Goreti Anul