Work

Pengaruh Variasi Produk, Promosi Digital, Word Of Mouth, dan Suasana Toko Terhadap Keputusan Pembelian Serta Dampaknya Terhadap Kepuasan Pelanggan pada Toko Garda Elektronik Rantauprapat

Year: 2025

Type: article

Abstract: 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.

Source: Jurnal Ilmu Manajemen Ekonomi dan Kewirausahaan

DOI: 10.55606/jimek.v5i1.5806

Authors: Niki Amanda Deswita, Ade Parlaungan Nasution, Siti Lam’ah Nasution

Institution: Universitas Labuhanbatu

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4410098901

FWCI:

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