The effect of price and digital marketing on new balance shoe purchase decisions through consumer satisfaction as a mediation variable
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Abstract
This study investigates how price and digital marketing influence New Balance shoe purchase decisions, with customer satisfaction serving as a mediating variable. Employing a quantitative approach grounded in positivist philosophy, data were collected via structured questionnaires from consumers who had previously purchased and used New Balance footwear. Responses were analyzed using SmartPLS, including tests for reliability, validity, regression, and mediation. Price was found to have a significant positive effect on both customer satisfaction and buying decisions, highlighting its central role in shaping consumer behavior. Digital marketing significantly enhanced satisfaction but did not exert a direct significant influence on purchase decisions. Customer satisfaction did not mediate the relationship between price or digital marketing and buying decisions, indicating that satisfaction alone does not guarantee actual purchases, which are also affected by trends, needs, and affordability. Overall, pricing emerged as the dominant factor influencing buying behavior, while digital marketing primarily reinforced perception and engagement. The study is limited by its focus on a single brand, a narrow set of variables, and reliance on online surveys. Practically, firms should maintain competitive pricing and optimize interactive marketing strategies, while future research could expand the range of variables and product categories
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How to Cite
Wardana, A. A. . and Saputro, E. P. . (2025) “The effect of price and digital marketing on new balance shoe purchase decisions through consumer satisfaction as a mediation variable”, Jurnal Mantik, 9(4), pp. 1151-1159. doi: 10.35335/mantik.v9i4.6848.
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Ghifari, R. A., & Soepatini. (2023). Pengaruh Kualitas Produk Dan Harga Terhadap Loyalitas Pelanggan Yang Dimediasi Oleh Kepuasan Pelanggan (Studi Kasus Di Kalangan Surakarta Soloraya). 1–21.
Ghozali, I., & Latan, H. (2015). Partial Least Squares Konsep, Teknik Dan Aplikasi Menggunakan Program Smartpls 3.0. Semarang: Badan Penerbit Universitas Diponegoro.
Goyovi, J., Listiana, E., & Mayasari, E. (2023). Enrichment: Journal Of Management The Effect Of Product Quality, Premium Price, And Brand Image On Purchase Decisions Using Sem (Case Study Natesh Sanitary Pads). Enrichment: Journal Of Management, 13(5).
Harris, S. A., & Soenhadji, I. M. (2022). Pengaruh Promosi, Kualitas Layanan, Harga Dan Distribusi Terhadap Loyalitas Konsumen Pengguna Aplikasi Food Delivery Dengan Menggunakan Variabel Mediasi Kepuasan Konsumen. Jurnal Ilmiah Ekonomi Bisnis, 27(3), 418–432. Https://Doi.Org/10.35760/Eb.2022.V27i3.4970
Iyad A. Al-Nsour. (2023). Impact Of Social Media Marketing On Purchase Intention Of Young Consumers. Social Science Journal, 21(1), 62–74. Https://Www.Businessperspectives.Org/Index.Php/Journals?Controller=Pdfview&Item_Id=20062&Task=Download
Kartika, L. N., & Rino, M. M. (2021). Pengaruh Kualitas Produk Dan Pemasaran Digital Terhadap Keputusan Pembelian Bioskop Cinema Xxi (Studi Pada Mahasiswa Di D.I Yogyakarta). Jurnal Riset Manajemen Dan Bisnis, 16(1), 31. Https://Doi.Org/10.21460/Jrmb.2021.161.370
Kesuma, M., Fitria, D., & Albab Al Umar, A. U. (2021). Pengaruh Harga, Kualitas Produk, Dan Promosi Terhadap Keputusan Pembelian Produk Pattaya Corner Kota Salatiga. Jurnal Ilmiah Manajemen Ubhara, 3(1), 13. Https://Doi.Org/10.31599/Jmu.V3i1.845
Kuswahyuliana, E., Askafi, E., Talkah, A., & Baehaki, I. (2023). Dampak Pemasaran Digital, Kualitas Layanan Dan Harga Terhadap Kepuasan Pelanggan Pada The Crown Clinic Aesthetic & Beauty Care Kediri Melalui Keputusan Pembelian Sebagai Variabel Intervening. Revitalisasi: Jurnal Ilmu Manajemen, 12(1), 150–155.
Luh, N., & Septyani, P. (2021). Pengaruh Harga Terhadap Keputusan Pembelian Produk Skincare Di Kota Denpasar Pada E-Commerce Shopee Dengan Kepuasan Konsumen Sebagai Variabel Mediasi. 4(6), 1153–1163.
Masito. (2023). Pengaruh Lifestyle Dan Brand Awareness Terhadap Keputusan Pembelian Skincare Ms Glow Dengan Kepuasan Pelanggan Sebagai Variabel Mediasi (Studi Pada Karyawan Pt. Halimjaya Sakti V). Jurnal Transparan Stie Yadika Bangil, 15(1). Https://Doi.Org/10.53567/Jtsyb.V15i1.34
Muralidhar, A., Anand, D., & Raja, S. (2019). Understanding The Purchase Intention Characteristics Of Gen Y And Gen Z And Introspecting The Modern Demand Variables In Fashion Industry. International Journal Of Scientific & Engineering Research, 10(12), 144–171. Http://Www.Ijser.Org
Ningrum, D. T. C., & Isa, M. (2023). Pengaruh Persepsi Harga, Social Media Marketing, Dan Citra Merk Terhadap Keputusan Pembelian Melalui Kepuasan Pelanggan Sebagai Variabel Mediasi (Studi …. Seiko: Journal Of Management & …, 6(2), 193–212. Https://Www.Journal.Stieamkop.Ac.Id/Index.Php/Seiko/Article/View/4371%0ahttps://Www.Journal.Stieamkop.Ac.Id/Index.Php/Seiko/Article/Download/4371/2849
Noviyanti, I., Sunarsi, D., & Wijoyo, H. (2021). Pengaruh Harga Dan Lokasi Terhadap Keputusan Pembelian Pada Alfamart Cabang Cipondoh. Journal Of Economic, Management, Accounting And Technology (Jematech), 4(1), 43–54. Https://Doi.Org/Https://Doi.Org/10.32500/Jematech.V4i1.1447
Nugroho, I. A., & Muslikh, M. (2023). Pengaruh Daya Tarik Produk, Harga Dan Suasana Pasar Terhadap Keputusan Pembelian Dengan Kepuasan Pelanggan Sebagai Variabel Mediasi. Journal Of Economics And Business Aseanomics, 8(2), 47–61. Https://Academicjournal.Yarsi.Ac.Id/Index.Php/Jeba/Article/View/4427
Obada, D.-R. (2019). Sharing Fake News About Brands On Social Media: A New Conceptual Model Based On Flow Theory. Journal The Seminar Of Discursive Logic, Argumentation Theory & Rhetoric, 17(2), 144–166.
Pasaribu, & Kusnawan. (2022). Pengaruh Pemasaran Secara Digital, Harga, Dan Promosi Summer Sale Di Platform Steam Terhadap Keputusan Pembelian Steam E-Wallet. Prosiding: Ekonomi Dan Bisnis, 2(2), 1–10. Https://Jurnal.Ubd.Ac.Id/Index.Php/Pros
Prayoga, D., & Tanjung, A. A. (2024). Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Melalui Kepuasan Konsumen: Studi Umkm Kota Lubuk Pakam. Jurnal Kajian Riset Multisiplin, 8(7), 99–111.
Rosdiana, E., Suharno, H., & Kulsum, U. (2020). Pengaruh Harga, Keanekaragaman Produk, Dan Minat Beli Terhadap Keputusan Pembelian Pada Toko Online Shopee. Ekonomi Bisnis, 24(2), 13–23. Https://Doi.Org/10.33592/Jeb.V24i2.520
Setiawan, T., & Hidayat, R. (2022). Pengaruh Pemasaran Digital, Persepsi Kualitas, Dan Citra Merek Terhadap Keputusan Pembelian Sepatu Lokal Di Marketplace. Journal Of Applied Business Administration, 6(2), 90–100. Https://Doi.Org/10.30871/Jaba.V6i2.4449
Sugiyono. (2015). Metode Penelitian Kuantitatif Kualitatif Dan R&D. Bandung, Alfabeta.
Sukma Mawarni, D., Listiana, E., & Mayasari, E. (2023). The Influence Of Utilitarian And Hedonic Values On Repurchase Intentions For Counterfeit Products Toward Customer Satisfaction. Jurnal Ekonomi, 12(04), 2023. Http://Ejournal.Seaninstitute.Or.Id/Index.Php/Ekonomi
Tajudinnur, M., Fazriansyah, F., Ferdian, R., Iskandar, I., & Ilham, I. (2022). Pengaruh Harga, Kualitas Produk Dan Pemasaran Digital Terhadap Niat Beli Ulang Dengan Kepuasan Konsumen Sebagai Variabel Intervening. Sebatik, 26(2), 673–687. Https://Doi.Org/10.46984/Sebatik.V26i2.2112
Utomo, J., Julius Nursyamsi, & Aji Sukarno. (2023). Analisis Pengaruh Produk, Promosi Dan Digital Marketing Terhadap Keputusan Pembelian Pada Belanja Online Dengan Kepuasan Konsumen Sebagai Intervening. Jurnal Ekonomi Dan Manajemen, 2(1), 100–116. Https://Doi.Org/10.56127/Jekma.V2i1.472
Yan, T., Wu, J., & Meng, H. (2024). The Effect Of Digital Fashion Visual Symbol Perception On Consumer Repurchase Intention: A Moderated Chain Mediation Model. Journal Of Fashion Marketing And Management, 28(4), 858–874. Https://Doi.Org/10.1108/Jfmm-08-2023-0202
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