JURNAL MANAJEMEN MOTIVASI
Vol 22 No 2 (2026): Jurnal Manajemen Motivasi

Promotion Mix Dan Kualitas Pelayanan Pengaruhnya Terhadap Keputusan Pembelian Dengan Kepuasan Konsumen Sebagai Variabel Intervening

Herlina Gonam (Unknown)
Uju Suji'ah (Unknown)

Article Info

Publish Date
30 Jul 2026

Abstract

This study determines the influence of promotion mix and service quality on purchasing decisions with consumer satisfaction as an intervening variable among Morgan's Kebab consumers in Yogyakarta City. The sample comprised 100 respondents selected through purposive sampling, analyzed using SEM-PLS with SmartPLS 4.0.9.9. The results show that promotion mix has a positive and significant effect on purchasing decisions and consumer satisfaction; service quality has no significant direct effect on purchasing decisions but significantly affects consumer satisfaction; and consumer satisfaction significantly affects purchasing decisions and mediates the effects of promotion mix and service quality on purchasing decisions. Keywords: Promotion Mix; Service Quality; Purchasing Decisions; Consumer 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 ...