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Pengaruh Keberagaman Produk Dan Lokasi Terhadap Kepuasan Pelanggan Melalui Keputusan Pembelian Produk Omah Furniture

Year: 2025

Type: article

Abstract: This research is used to measure the effect of product diversity and location on customer satisfaction through purchasing decisions. This research is a quantitative study in which the objects used are Omah Furniture consumers. The number of samples used in this study were 136 respondents. The design used is hypothesis testing using the Structural Equation Modeling (SEM) method - SmartPLS 4.0. The results of this study explain that the variables of product diversity, location, and purchasing decisions have a positive and significant effect on customer satisfaction. This study provides advice that companies should pay more attention to product diversity and location to increase customer satisfaction and company competitiveness.

Source: SINERGI Jurnal Riset Ilmiah

DOI: 10.62335/sinergi.v2i2.955

Authors: Annisa Zahra Mutaqin, Hapzi Ali, Muhammad Asif Khan, Ni Nyoman Sawitri, Dovina Navanti

Institution: Universitas Bhayangkara Jakarta Raya

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4407598181

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