The direct and indirect effect on online purchase decision through consumer satisfaction
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Published:
Aug 30, 2023
Keywords:
Consumer Satisfaction, Digital Marketing, E-wom, Online Purchase Decisio, Product Quality; Promotion
Section
Economy
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Abstract
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.
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How to Cite
Simanjuntak, A. N. ., Sipayung, L. D. ., Simanjuntak, S. I. R. ., Steven, O. and Sianipar, L. L. R. (2023) “The direct and indirect effect on online purchase decision through consumer satisfaction”, Jurnal Mantik, 7(2), pp. 1425-1434. doi: 10.35335/mantik.v7i2.4074.
References
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Wijayanti, D.-, Suyanto, S., & Sukesi, S. (2023). The effect of Digital Marketing, Service Quality, and Product Quality on Purchase Decision through Customer Satisfaction as Intervening Variable during Covid 19 Pandemic. E-Jurnal Manajemen Universitas Udayana, 12(2), 117. https://doi.org/10.24843/ejmunud.2023.v12.i02.p01
Wintang, F. P., & Pasharibu, Y. (2021). Electronic Word of Mouth, Promotion through Instagram social media and Product Quality on Purchasing Decisions. Jurnal Penelitian Dan Pengembangan Sains Dan Humaniora, 5(1), 115–124.
Yolandha, D. P., Setianingsih, W. E., & Nursaidah. (2022). The Influence of Digital Marketing, Electronic Word of Mouth and Price on Customer Purchasing Decision at UMKM Pia Gandrung Glenmore. Business and Economics Conference in Utilization of Modern Technology, 439–452. https://journal.unimma.ac.id.
Cesariana, C., Juliansyah, F., & Fitriyani, R. (2022). Purchase Decision Model through Customer Satisfaction in Marketplace: Product Quality and Service Quality (Marketing Management Literature Review). Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 3(1), 211–224. https://doi.org/10.38035/jmpis.v3i1
Fadjri, A., & Silitonga, P. (2018). The Influence of Product Quality, Price Perception and Digital Marketing on Customer Satisfaction at Pizza Marzano Pondok Indah Mall 2. EDUTURISMA, 3(2), 1–20.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (7th ed.). Pearson.
Handayani, L. S., & Hidayat, R. (2022). The Influence of Product Quality, Price, and Digital Marketing on MS Glow Beauty Product Customer Satisfaction. Jurnal IKRAITH-EKONOMIKA, 5(2), 135–145.
Inkiriwang, M. V, Ogi, I. W. J., & Djemly, W. (2022). The Influence of Digital Marketing, Product Quality and Emotional on Consumer Satisfaction of Pinky Kitty Shop Tondano. Jurnal EMBA, 10(3), 589–596.
Irnandha, A. (2016). The Effect of Service Quality toward Customer Loyalty through Customer Satisfaction of JNE Hijrah Sagan Yogyakarta Area. https://pustakanet.
Kadi, D. C. A., Purwanto, H., & Ramadani, L. D. (2021). The effect of E-promotion, E-wom and Location on Customer Satisfaction through Purchase Decisions as Intervening Variable. Management and Business Review, 5(2), 224–238. https://doi.org/10.21067/mbr.v5i2.5833
Kotler, P., & Amstrong. (2018). Marketing Principles (7th ed.). Salemba Empat.
Kotler, P., & Gary, A. (2016). Marketing Principles (9th ed., Vol. 1). Erlangga.
Monica, A., & Bahrun, K. (2020). The Influence of Product Quality, Price, and Promotion on Purchase Decision of Bay Tat Chanaya Cake in Bengkulu City. Jurnal Manajemen Modal Insani Dan Bisnis, 1(2), 174–182.
Mussalman, M. M., & Madiawati, N. (2022). Analysis of the Influence of Experiential Marketing, E-wom and Social Media Advertising on Consumer Satisfaction through Decision to use Bibit Application. YUME: Journal of Management, 5(1), 217–230. https://doi.org/10.37531/yume.vxix.344
Nadiya, F. H., & Wahyuningsih, S. (2020). Influence of Product Quality, Price and Brand Image on Purchasing Decisions Fashion 3Second in the Marketplace. Prosiding Seminar Nasional Unimus, 1096–1104. http://prosiding.unimus.ac.id
Nur, D. S., & Octavia, A. (2022). The Influence of Electronic Word of Mouth on Purchase Decisions with Consumer Trust as Mediation in Marketplace Shopee in Jambi City. Jurnal ManajemenTerapan Dan Keuangan (Mankeu), 11(02), 387–399.
Nursaidah, M., Bastian, A. F., & Sukaesih, I. (2022). The Influence of Product Quality, Promotion, and Location on Customer Satisfaction (Case Study of Janji Jiwa Coffee Volume 35, Tangerang City). Jurnal Ekonomi Bisnis (JEB), 28(1), 149–162.
Pangastuti, C. C., & Tjahjaningsih, E. (2023). The Influence of E-wom and Knowledge on Customer Satisfaction and Their Impact on Loyalty to Scarlett Product Customers (Study on Scarlett Customers in Pati City). Management Studies and Entrepreneurship Journal, 4(3), 2386–2395. http://journal.yrpipku.com/index.php/msej
Pranata, Y. A. (2021). The Infuence of Web Quality and E-wom on Purchase Decisions with Trust as a Mediating Variable.
Rachmadi, T. (2020). The Power of Digital Marketing. TIGA Ebook.
Sari, I. R., & Harti. (2021). The Influence of Product Quality, Price and Promotion on Purchase Decision.AKUNTABEL,18(3),444–451. http://journal.feb.unmul.ac.id/index.php/AKUNTABEL
Sartika, S. K. (2022). The Effect of Digital Marketing, Product Quality, and Electronic Word of Mouth (E-wom) on Purchase Decision for Consumer of Batik Prawesty Bantul. Universitas Pembangunan Nasional “Veteran.”
Sinollah, Wahidah, S. M., & Khoiriyah, N. (2022). Analysis of Product Quality, Price and Service Quality on Mobile Customer Satisfaction. Journal of Islamic Business and Entrepreneurship, 1(1), 1–6. https://doi.org/10.33379/jibe.v1i1.1596
Sualang, G. M. C., Mandey, S. L., & Ogi, I. W. J. (2023). The Influence of Electronic Word of Mouth (E-wom), Price, and Product Quality on Purchase Decisions at PT. Mandala Finance Tbk, Ratahan Branch. Jurnal EMBA, 11(2), 335–344.
Utomo, J., Nursyamsi, J., & Sukarno, A. (2023). Analysis of the Influence of Products, Promotion and Digital Marketing on Purchase Decisions in Online Shopping with Customer Satisfaction as Intervening. Jurnal Ekonomi Dan Manajemen (JEKMA), 2(1), 100–116.
Wijayanti, D.-, Suyanto, S., & Sukesi, S. (2023). The effect of Digital Marketing, Service Quality, and Product Quality on Purchase Decision through Customer Satisfaction as Intervening Variable during Covid 19 Pandemic. E-Jurnal Manajemen Universitas Udayana, 12(2), 117. https://doi.org/10.24843/ejmunud.2023.v12.i02.p01
Wintang, F. P., & Pasharibu, Y. (2021). Electronic Word of Mouth, Promotion through Instagram social media and Product Quality on Purchasing Decisions. Jurnal Penelitian Dan Pengembangan Sains Dan Humaniora, 5(1), 115–124.
Yolandha, D. P., Setianingsih, W. E., & Nursaidah. (2022). The Influence of Digital Marketing, Electronic Word of Mouth and Price on Customer Purchasing Decision at UMKM Pia Gandrung Glenmore. Business and Economics Conference in Utilization of Modern Technology, 439–452. https://journal.unimma.ac.id.
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