Pengaruh E-Promotion, E-WOM dan lokasi terhadap kepuasan konsumen melalui keputusan pembelian sebagai variabel intervening

Dian Citaningtyas Ari Kadi (Manajemen, Fakultas Ekonomi dan Bisnis, Universitas PGRI Madiun, Indonesia)
Hari Purwanto (Manajemen, Fakultas Ekonomi dan Bisnis, Universitas PGRI Madiun, Indonesia)
Linda Dwi Ramadani (Manajemen, Fakultas Ekonomi dan Bisnis, Universitas PGRI Madiun, Indonesia)

MBR (Management and Business Review)
Vol 5 No 2 (2021): Desember

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.