Promotion As An Intervening Product, Price And Location To Improve Consumer Purchase Decisions Of The Siska Chic Mask Online Store
Year: 2024
Type: article
Study design: Observational Study
Abstract: Promotion Research as Product Intervening Products, Prices and Locations to Improve Consumer Purchase Decisions The Siska Chic Mask Online Store is to determine the influence of the Promotion intervening variable (X2) on the exogenous variables of Product (X1), Price (X2) and Location (X3) on the endogenous variables of Purchase Decision (Y). The sample taken was 119 buyers of products from the Siska Chic Mask Online Store. Data processing using the SmartPLS application version 4. The research shows that directly the Product (X1) is unidirectional (positive) by 0.340 and has a significant effect on Promotion (X2). Price (X3) is unidirectional (positive) with a value of 0.340 and has a significant effect on Promotion (X2). Location (X4) is unidirectional (positive) with a value of 0.340 and has a significant effect on Promotion (X2). Product (X1) is in the opposite direction (negative) by 0.528 and has a significant effect on the Purchase Decision (Y). Price (X3) is unidirectional (positive) with a value of 0.151 and has no significant effect on the Purchase Decision (Y). Location (X4) is opposite (negative) with a value of 0.169 and has no significant effect on the Purchase Decision (Y). Promotion (X2) is unidirectional (positive) with a value of 0.534 and has a significant effect on the Purchase Decision (Y). Indirectly, Product (X1) through Promotion (X2) is in the same direction with a value of 0.182 and has a significant effect on the Purchase Decision (Y). The price (X3) through Promotion (X2) is in the same direction with a value of 0.170 and has a significant effect on the Purchase Decision (Y). Location (X4) through Promotion (X2) is in the same direction with a value of 0.112 and has a significant effect on the Purchase Decision (Y). Thus, it can be said that the Promotion variable (X2) functions as a Partial Mediation For the Product (X1) against the Purchase Decision (Y). Promotion (X2) serves as Full Mediation for Price (X3) against Purchase Decision (Y). Promotion (X2) serves as Full Mediation for Location (X4) towards Purchase Decision (Y).
Authors: Novi Satria Jatmiko, Rizki Amelia Adrilah
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4407893221