The direct and indirect effect on online purchase decision through consumer satisfaction

Agus Nakkok Simanjuntak (Universitas HKBP Nommensen, Indonesia)
Leonardo Davidsi Sipayung (Universitas HKBP Nommensen, Indonesia)
Sri Ida Royani Simanjuntak (Universitas HKBP Nommensen, Indonesia)
Orlando Steven (Universitas HKBP Nommensen, Indonesia)
Lasma Lenida Rosinta Sianipar (Universitas HKBP Nommensen, Indonesia)

Jurnal Mantik
Vol. 7 No. 2 (2023): Agustus: Manajemen, Teknologi Informatika dan Komunikasi (Mantik)

This study aims to analyze the effect of product quality, promotion, digital marketing and e-wom as independent variables on online purchasing decisions as the dependent variable through consumer satisfaction as a mediating variable. The test analysis model uses the outer model, inner model, direct effects, and specific indirect effects using the Smart PLS 4 application. Directly, the results of this study indicate that promotions, e-WOM, and consumer satisfaction have a positive and significant effect on online purchasing decision, while product quality and digital marketing have no significant effect on online purchasing decision. Digital marketing and e-wom have a positive and significant effect on consumer satisfaction, while product quality and promotions have no significant effect on customer satisfaction. Indirectly digital marketing and e-ewom have a positive and significant effect on online purchasing decision through consumer satisfaction. Meanwhile, product quality and promotion have no significant effect on online purchasing decision through consumer satisfaction.