JURNAL MANAJEMEN MOTIVASI
Vol 21 No 2 (2025): Jurnal Manajemen Motivasi

The Influence of Marketing Mix Implementation on Customer Satisfaction Mediated by Purchase Decision at Thrifting Sunriseoriginal in Palu City

fachruddin, Muhammad (Unknown)
Parani, Syamsul Bahri Dg. (Unknown)
Bachri, Syamsul (Unknown)
Auriza, Mohammad Zeylo (Unknown)

Article Info

Publish Date
14 Oct 2025

Abstract

This study aims to analyze the influence of the marketing mix on customer satisfaction with purchase decision as a mediating variable at Thrifting Sunriseoriginal in Palu City. The research used a quantitative approach with purposive sampling of 90 respondents who made at least two purchases. Data were analyzed using SmartPLS version 4.1. The results show that the marketing mix has a positive and significant effect on both purchase decisions and customer satisfaction. However, the indirect effect of the marketing mix on satisfaction through purchase decisions is not significant. The study highlights the importance of optimizing marketing mix strategies to enhance customer satisfaction.

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Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...