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All Journal Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Jurnal Difusi Jurnal Bisinis Digital
Rahman, Naufal
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Agriculture, Biological Sciences & Forestry Humanities Economics, Econometrics & Finance Education Engineering Environmental Science Library & Information Science Social Sciences

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Journal : Jurnal Bisinis Digital

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THE EFFECT OF PROMOTION AND COMMUNICATION ON PRODUCT SELLING POWER WITH CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE ON CV. TABEK RAYA P&D SOLOK CITY Rahman, Naufal; Salim, Emil; Putri, Della Asmaria
Jurnal Bisnis Digital Vol. 2 No. 2 (2024): Jurnal Bisnis Digital, Vol. 2 No. 2 November 2024
Publisher : Prodi Bisnis Digital Universitas Muhammadiyah Muara Bungo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52060/j-bisdig.v2i2.1887

Abstract

This research aims to determine and try to analyze the influence of promotion and communication on product selling power with consumer satisfaction as an intervening variable in CV. Tabek Raya P&D Solok City. This research is a Structural Equation Modeling (SEM) model with the Smart PLS 3.0 analysis tool. The population and sample of this research are CV consumers. Tabek Raya P&D Solok City. The research results found that there is an influence between Promotion and Consumer Satisfaction. There is an influence between Communication and Consumer Satisfaction. There is an influence between Promotion and Product Selling Power. There is no influence between Communication on Product Selling Power. There is an influence between Consumer Satisfaction on Product Selling Power. Consumer Satisfaction mediates Promotion on Product Selling Power. Consumer Satisfaction mediates Communication on Product Selling Power
Co-Authors Ananta Wiguna, Tessa Eka Purna Yudha Emil Salim Endah Djuwendah Fifi Afriliya, Lynta Haloho, Elisabet Ikartika, Ika Mahra Arari Heryanto Putri, Della Asmaria Sri Fatimah Zumi Saidah