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All Journal JBTI : Jurnal Bisnis : Teori dan Implementasi Jurnal E-Bis: Ekonomi Bisnis Jurnal Pengabdian kepada Masyarakat Golden Ratio of Human Resource Management Jurnal Ekonomi dan Bisnis Digital Paradoks : Jurnal Ilmu Ekonomi INTERNATIONAL JOURNAL OF ECONOMICS AND MANAGEMENT REVIEW JER Joong-Ki Journal of Management Branding
Nur Wahyunianti Dahri
Universitas Muhammadiyah Mamuju
Religion Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Public Health Social Sciences Other

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Too Much to Choose: How Product Overload in Retail Leads to Consumer Decision Fatigue? Ramli S; Dahri, Nur Wahyunianti; Aqil, Muhammad; Nurfaidah
JBTI : Jurnal Bisnis : Teori dan Implementasi Vol. 16 No. 3 (2025): December 2025
Publisher : Universitas Muhammadiyah Yogyakarta

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Abstract

The sample used consisted of 300 respondents, selected using purposive sampling techniques. The present study employed a covariance-based structural equation modeling (CB-SEM) approach to analyze the data collected from respondents. The findings indicated that the marketing mix and consumer behavior exert a substantial influence on purchasing decisions, while brand image demonstrated an absence of significant impact. Furthermore, the marketing mix does not exert a substantial influence on customer satisfaction. Consumer behavior and brand image are found to have a significant impact on customer satisfaction. The marketing mix and consumer behavior, which serve as mediators in purchasing decisions, have been demonstrated to exert a significant influence on customer satisfaction. Conversely, brand image, which functions as a mediator in purchasing decisions, has been found to have an insignificant influence on customer satisfaction.
Co-Authors Agus Halim Anisa Anisa Ardyansah, Ardyansah Badani, M. Iqbal Barung, Rachmat Burung, Rachmat Candra Damayanti, Afriya Denraunga, Denraunga Desi Ratnasari Erwin, Muh. Ferils, Muh Hajira Hajira, Hajira Haq, Andi Rafli Hari Yeni Hastina, Hastina Heru Kurnianto Tjahjono Imran Imran Junaeda, Junaeda M Said Abdullah Mashitah Syam Masyitah Febrianti Hamzah Mohsin Shaikh Muh. Ferils Muhammad Aqil Muhammad Aqil Muhammad Arsyad Muhammad Ilhamuddin Dahri Muhammad Riswandi Ramlan Muhammad Rivai Mu’fidatul Nurul Hajjad Nurbaya Nurbaya, Nurbaya Nurfaidah Nurhaerani Tenriwaru Nurmiati Puspita, Retno Ayu Ramli S Ramli S, Ramli S Rasyid, Rohsita Amalyah S, Ramli Saipul, Saipul Selfani, Aprilia Sukirman Sukirman Syahid, Nurul Thifany Syaiful Anwar Ulfa, Aulia Wulan Purnama Said Zulkarnaen, Rofi