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All Journal MBR (Management and Business Review)
Linda Dwi Ramadani
Manajemen, Fakultas Ekonomi dan Bisnis, Universitas PGRI Madiun, Indonesia
Economics, Econometrics & Finance Social Sciences

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Pengaruh E-Promotion, E-WOM dan lokasi terhadap kepuasan konsumen melalui keputusan pembelian sebagai variabel intervening Dian Citaningtyas Ari Kadi; Hari Purwanto; Linda Dwi Ramadani
MBR (Management and Business Review) Vol 5 No 2 (2021): Desember
Publisher : Fakultas Ekonomika dan Bisnis, Universitas Kanjuruhan Malang, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21067/mbr.v5i2.5833

Abstract

The purpose of this study was to determine the effect of E-Promotion, E-WOM and location on consumer satisfaction through purchase decisions as intervening variables. The research used is quantitative research with a sample of 384 respondents. Using a 5-point Likert Scale and Path Analysis was used for analysis and hypothesis testing. The findings of this study indicate that E-Promotion, E-WOM and location have an effect on consumer satisfaction and purchase decisions. While other findings Purchase Decisions act as a mediation of the relationship between E-Promotion, E-WOM and location on consumer satisfaction. For further research, it is possible to enter the buying interest variable.
Co-Authors Dian Citaningtyas Ari Kadi Hari Purwanto