The effect of promotion and service quality on purchase decisions with price as a mediation variable at wizzmie in surakarta city
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Abstract
This study examines the influence of promotion and service quality on consumers’ purchase decisions at Wizzmie in Surakarta, with perceived price positioned as a mediating variable. A quantitative approach was employed, collecting primary data through a structured questionnaire distributed to consumers with verified purchasing experience using purposive sampling. All constructs were measured with a five-point Likert scale and analyzed using SmartPLS, which included measurement model assessment and structural model testing with bootstrapping procedures. The findings indicate that promotion does not directly influence purchase decisions, while service quality and perceived price demonstrate significant effects. The results also show that both promotion and service quality significantly affect perceived price, which in turn mediates their indirect influence on purchase decision-making. These findings suggest that perceived value plays a pivotal role in shaping consumer behavior. Practically, the results imply that marketers should design promotional strategies that strengthen price perception for example through discount bundles, loyalty programs, and targeted offerings. The study is geographically limited to Surakarta; therefore, future research is recommended to expand sample coverage and explore alternative promotional variables.
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How to Cite
Janothama, F. . and Saputro, E. P. . (2025) “The effect of promotion and service quality on purchase decisions with price as a mediation variable at wizzmie in surakarta city”, Jurnal Mantik, 9(4), pp. 1131-1140. doi: 10.35335/mantik.v9i4.6844.
References
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Tran, T. A., Pham, N. T., Pham, K. Van, Cam, L., & Nguyen, T. (2020). The Roles Of Health Consciousness And Service Quality Toward Customer Purchase Decision. Journal Of Asian Finance, Economics And Business, 7(8), 345–351. Https://Doi.Org/10.13106/Jafeb.2020.Vol7.No8.345
Vianita, R., Hidayati, N., Agus, N., & Zamzam, N. (2025). Pengaruh Inovasi Produk , Brand Image , Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Pada Gtt Pusat Oleh-Oleh Kediri The Influence Of Product Innovation , Brand Image , And Service Quality On Purchasing Decisions At The Gtt Kediri Souvenir Center. Jurnal Samudra Ekonomi & Bisnis, 16(225), 132–146. Https://Doi.Org/10.33059/Jseb.V16i1.10804.Abstrak
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Yoyo, T., & Listen, G. (2020). The Effect Of Promotion , Price , And Quality Of Service In Decision Making Using Online Transportation. Eco-Fin, 2(3).
Zararosa, G. A. (2023). Peran Minat Beli Sebagai Variabel Intervening Pada Pengaruh Persepsi Harga, Kualitas Produk, Dan Promosi Terhadap Keputusan Pembelian Gracia. Jurnal Studi Manajemen Organisasi, 20(2), 59–72.
Arief, M. Y. (2022). Pengaruh Promosi Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Melalui Keputusan Pembelian Sebagai Variabel Intervening Pada Wo. Favorit Decoration Di Situbondo. Jurnal Mahasiswa Entrepreneur (Jme), 1(3), 585–602.
Astarini, Y., & Fachrodji, A. (2023). The Effect Of Promotion , Quality Of Service And Price On Patient Loyalty With Patient Satisfaction As Mediation ( Outpatient At Premier Bintaro Hospital ). International Journal Of Social And Management Studies (Ijosmas), 4(2), 37–45.
Candra, F., Ellitan, L., & Rosita, Y. (2023). Pengaruh Kualitas Produk Dan Kualitas Layanan Terhadap Niat Beli Kembali Melalui Kepuasan Pelanggan Wizzmie Di Surabaya. Ekoma?: Jurnal Ekonomi, Manajemen, Akuntansi, 3(1), 218–237.
Darmawan, A. (2024). Pengaruh Promosi Dan Persepsi Nilai Terhadap Keputusan Pembelian Melalui Minat Beli Sebagai Variabel Intervening (Studi Pada Konsumen Cicil.Co.Id Di Kota Semarang). Jae: Jurnal Akuntansi Dan Ekonomi, 2, 1–10.
Eklesia, J., Sujarwo, A., Suseno, E., & Riyadi, H. (2021). The Impact Of Product Promotion And Innovation On Purchase Decisions At Prices As Intervening Variables. International Journal Of Social Science And Business, 5(2), 200–206.
Elok, B., Mahendra, P., & Purwo, E. (2025). Pengaruh Promosi Dan Kualitas Layanan Terhadap Keputusan Pembelian Pada Konsumen Shoope Food Dengan Minat Beli Sebagai Variabel Intervening. Jurnal Economic Resources, 8(2), 982–991.
Fachrul Rizal, M. A. (2017). Pengaruh Harga, Desain Dan Lokasi Terhadap Keputusan Pembelian Serta Dampaknya Pada Kepuasan Pasca Pembelian Perumahan Di Kota Banda Aceh. Jurnal Manajemen Dan Inovasi, 8(3), 76–87.
Fadhilah, M., Cahya, A. D., & Ardiansyah, M. J. (2022). Pengaruh Harga Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Dengan Keputusan Pembelian Sebagai Variabel Mediasi Pada Konsumen Alfamart. Economos?:Jurnal Ekonomi Dan Bisnis, 5(2), 125–131.
Gofur, A. (2024). Price-Quality Interaction On The Formation Of Buying Interest Of Apartment Customers. Jurnal Manajemen Strategi Dan Aplikasi Bisnis Vol, 7(1).
Jaya, S. L. (2023). The Influence Of Price , Service Quality , And Product Quality On Purchase Decisions Mediated By Purchase Intention ( Empirical Study?: Kriss Store Consumers In Tangerang Regency ). Jrssem, 03(03), 798–823. Https://Doi.Org/10.59141/Jrssem.V3i03.575
Kumoro, W. B., & Krisprimandoyo, D. A. (2023). The Effect Of Service Quality , Reputation , And Perceived Price On Purchase Decisions With Customer Satisfaction As An Intervening Variable ( Study On Parents Of Students At Ciputra School Surabaya ). Sinergi?: Jurn Al Il Miah Il Mu Man Ajemen, 13(2), 83–94.
Leovina, R. (2023). Pengaruh Kualitas Layanan, Promosi, Dan Kepuasan Pelanggan Terhadap Keputusan Pembelian Wizzmie Di Surabaya. Jurnal Ilmu Dan Riset Manajemen, 12(12).
Lolowang, I. (2019). Pengaruh Persepsi Dan Preferensi Konsumen Terhadap Keputusan Pembelian Rumah Tipe Premium (Studi Pada Konsumen Kawanua Emerald City Akrland Manado. Jurnal Riset Bisnis Dan Manajemen, 7(1).
Novitasari, D. A. (2023). Pengaruh Kualitas Produk, Harga, Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Dengan Kepuasan Konsumen Sebagai Variabel Intervening Pada Nilna Mukena Ngunut Tulungagung. Jurnal Manajemen Dan Sains, 8(1), 962–975. Https://Doi.Org/10.33087/Jmas.V8i1.1044
Prakoso, D. (2025). Pengaruh Kualitas Pelayanan Dan Fasilitas Terhadap Minat Berkunjung Kembali Melalui Kepuasan Konsumen Hotel Comercial Bizpark. Jurnal Samudra Ekonomi & Bisnis, 16(225), 16–28. Https://Doi.Org/10.33059/Jseb.V16i1.10074.Article
Pranoto, F., Haryono, P. M. B., & Assa, A. F. (2022). The Effect Of Service Quality And Price On Purchase Decisions Mediated By Brand Image. Journal Of Humanities, Social Science, Public Administration And Management (Husocpument), 2(2), 67–77.
Prianggoro, N. F. (2019). Effect Of Service Quality And Promotion On Purchase Decisions And Their Implications On Customer. International Journal Of Engineering Technologies And Management Research, 6(3). Https://Doi.Org/10.5281/Zenodo.3251747
Putri, M. N. (2025). Pengaruh Harga, Kualitas Produk Dan Promosi Terhadap Keputusan Pembelian Dengan Kepuasan Konsumen Sebagai Variabel Intervening. Jimea | Jurnal Ilmiah Mea (Manajemen, Ekonomi, Dan Akuntansi), 9(1), 2547–2577.
Rahayu, S., Limakrisna, N., & Purba, J. H. V. (2021). The Influence Of Brand Image , Online Service Quality , And Of Use On Purchase Decisions On With Trust As A Mediation Variable. International Journal Of Science, Technology & Management, 629–639.
Rozikin, A. M. (2025). Analisis Pengaruh Harga, Kualitas Produk, Promosi Dan Lokasi Terhadap Keputusan Pembelian Rumah (Studi Kasus Pada Pembeli Perumahan Havaland Malang). Jurnal Riset Manajemen, 7(1), 28–45.
Tran, T. A., Pham, N. T., Pham, K. Van, Cam, L., & Nguyen, T. (2020). The Roles Of Health Consciousness And Service Quality Toward Customer Purchase Decision. Journal Of Asian Finance, Economics And Business, 7(8), 345–351. Https://Doi.Org/10.13106/Jafeb.2020.Vol7.No8.345
Vianita, R., Hidayati, N., Agus, N., & Zamzam, N. (2025). Pengaruh Inovasi Produk , Brand Image , Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Pada Gtt Pusat Oleh-Oleh Kediri The Influence Of Product Innovation , Brand Image , And Service Quality On Purchasing Decisions At The Gtt Kediri Souvenir Center. Jurnal Samudra Ekonomi & Bisnis, 16(225), 132–146. Https://Doi.Org/10.33059/Jseb.V16i1.10804.Abstrak
Wasik, Z. (2023). The Effect Of Price Perception , Product Quality And Promotion On Purchasing Decisions Mediated By Brand Image. International Journal Of Advanced Engineering And Management Research, 8(05), 16–29. Https://Doi.Org/10.51505/Ijaemr.2023.8502
Yoyo, T., & Listen, G. (2020). The Effect Of Promotion , Price , And Quality Of Service In Decision Making Using Online Transportation. Eco-Fin, 2(3).
Zararosa, G. A. (2023). Peran Minat Beli Sebagai Variabel Intervening Pada Pengaruh Persepsi Harga, Kualitas Produk, Dan Promosi Terhadap Keputusan Pembelian Gracia. Jurnal Studi Manajemen Organisasi, 20(2), 59–72.
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