Pengaruh Bauran Promosi dan E-commerce Terhadap Keputusan Pembelian Dengan Kepuasan Sebagai Variabel Intervening Pada PT. Pegadaian (Persero) Cabang Tanjungpinang Timur

  • Filemon Tambunan Mahasiswa Program Studi Manajemen FEKON UMRAH
  • Iranita Iranita Dosen Fakultas Ekonomi UMRAH
  • Lia Suprihartini Dosen Fakultas Ekonomi UMRAH

Abstract

This study aimed to determine the effect of promotion mix against decision- purchase with satisfaction, effect e-commerce on purchasing decisions with satisfaction, influence the promotion mix and e-commerce partial influential to satisfaction , influence the promotion mix and e-commerce partial influences the purchase decision and the effect of satisfaction on the purchase decision. The population in this study all customers who come to PT. Pegadaian (Persero) Tanjungpinang Timur. Determining of samples using non-probability sampling with purposive sampling with a sampling technique by using a formula of iteration to obtain 100 respondents. Data used in this research is primary data are obtained from a questionnaire / questionnaire. The analytical method used in this research is descriptive test, test data quality, assumption test sik, path analysis ( path analysis ), and hypothesis testing. The results of the analysis in this study indicate that satisfaction is not able to mediate between the promotional mix of purchasing decisions, satisfaction is able to mediate between e-commerce on purchasing decisions, promotion mix has no effect on satisfaction, e-commerce has an effect on satisfaction, promotion mix has an effect on purchasing decisions, e-commerce has no effect on purchasing decisions and satisfaction has an effect on purchasing decisions. Based on the results of the study, PT. Pegadaian (Persero) Tanjungpiang Timur is expected to continue working to improve the promotion process and the quality of e-commerce services through the use of PDS applications to encourage customers to make purchases of other pawnshop products .

Published
2020-05-12
Section
Manajemen