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M Adhitya Nugraha Pratama
Institut Tenologi dan Bisnis Ahmad Dahlan Lamongan, Indonesia
Aerospace Engineering Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Education Electrical & Electronics Engineering Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics

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Strategi Pemasaran Efektif terhadap Keputusan Pembelian Teh Break di Kota Lamongan Imtinan Widhah Kumala; Bayu Malikhul Askhar; Mohamad Fahmi Yusuf; M Adhitya Nugraha Pratama; Fauziah Maulida
Jurnal Syntax Admiration Vol. 5 No. 12 (2024): Jurnal Syntax Admiration
Publisher : Syntax Corporation Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46799/jsa.v5i12.1941

Abstract

This study aims to analyze the influence of customer satisfaction, strategic location, and promotion on consumer purchasing decisions in teh break businesses in Lamongan. The research method employed is Structural Equation Modeling (SEM) based on Partial Least Squares (PLS), with data collected through a survey of 100 respondents selected using the purposive sampling technique. The results reveal that all independent variables, namely customer satisfaction, strategic location, and promotion, positively and significantly affect consumer purchasing decisions. Strategic location has the greatest influence (β = 0.412; t-statistic = 5.673), followed by customer satisfaction (β = 0.321; t-statistic = 4.256) and promotion (β = 0.287; t-statistic = 3.892). The research model explains 65.2% of the variance in purchasing decisions (R² = 0.652). This study highlights the importance of strategic location, customer satisfaction, and promotion in shaping purchasing decisions. The findings are expected to serve as a reference for teh break business owners in formulating more effective marketing strategies.
Co-Authors Bayu Malikhul Askhar Fauziah Maulida Imtinan Widhah Kumala Mohamad Fahmi Yusuf