NIKI AMANDA DESWITA, NPM 2101100109 (2025) PENGARUH VARIASI PRODUK, PROMOSI DIGITAL, WORD OF MOUTH, DAN SUASANA TOKO TERHADAP KEPUTUSAN PEMBELIAN SERTA DAMPAKNYA TERHADAP KEPUASAN PELANGGAN PADA TOKO GARDA ELEKTRONIK RANTAUPRAPAT. Tugas_Akhir (Artikel) Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan (JIMEK), 5 (1). pp. 11-26. ISSN 2809-9893 (e-ISSN) 2809-9427(p-ISSN)
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh variasi produk, promosi digital, dari mulut ke mulut, dan suasana toko terhadap keputusan pembelian dan dampaknya terhadap kepuasan pelanggan di Garda Elektronik Store di Rantauprapat. Penelitian ini menggunakan pendekatan kuantitatif dengan ukuran sampel 96 responden. Data dianalisis menggunakan PLS-SEM dengan bantuan perangkat lunak SmartPLS. Hasilnya menunjukkan bahwa variasi produk (X1), promosi digital (X2), dan dari mulut ke mulut (X3) tidak memiliki efek yang signifikan pada keputusan pembelian. Sebaliknya, suasana toko (X4) memiliki efek yang signifikan pada keputusan pembelian. Selain itu, keputusan pembelian secara signifikan memengaruhi kepuasan pelanggan. Temuan ini menyoroti pentingnya suasana toko dalam membentuk keputusan pembelian dan kepuasan pelanggan. Kata kunci: Variasi Produk, Promosi Digital, Dari Mulut ke Mulut, Suasana Toko, Keputusan Pembelian, Kepuasan Pelanggan =================================================================================================== This study aims to analyze the influence of product variation, digital promotion, word of mouth, and store atmosphere on purchase decisions and their impact on customer satisfaction at Garda Elektronik Store in Rantauprapat. The research employed a quantitative approach with a sample size of 96 respondents. Data were analyzed using PLS-SEM with the help of SmartPLS software. The results indicate that product variation (X1), digital promotion (X2), and word of mouth (X3) do not have a significant effect on purchase decisions. In contrast, store atmosphere (X4) has a significant effect on purchase decisions. Furthermore, purchase decisions significantly influence customer satisfaction. These findings highlight the importance of store atmosphere in shaping both purchase decisions and customer satisfaction. Keywords: Product Variation, Digital Promotion, Word of Mouth, Store Atmosphere, Purchase Decision, Customer Satisfaction
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Variasi Produk, Promosi Digital, Dari Mulut ke Mulut, Suasana Toko, Keputusan Pembelian, Kepuasan Pelanggan=================Product Variation, Digital Promotion, Word of Mouth, Store Atmosphere, Purchase Decision, Customer Satisfaction |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 25 Jul 2025 03:05 |
| Last Modified: | 25 Jul 2025 03:05 |
| URI: | http://repository.ulb.ac.id/id/eprint/1599 |
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