Authors:
Widyaningrum Rahayu
;
Dyah Sugandini
and
Wisnalmawati
Affiliation:
Universitas Pembangunan Nasional Veteran Yogyakarta, Indonesia
Keyword(s):
Product, price, promotion, situation, purchasing decisions, customer satisfaction.
Abstract:
This research meant to find out the influence of product, price, promotion, and situation on customer
decision and its impact on customer satisfaction. The research object is all of the customers whoever
purchased at Restaurant on Yogyakarta. The sample collection has been done by performing a non-
probability sampling technique, and the numbers of the sample are 200 respondents. In this study, there are
four independent variables, namely product, price, promotion, and situation. And the dependent variable is
customer satisfaction. For the intervening variable is a purchasing decision. The data analysis use Structural
Equation Models. The results of this study obtained that (1). Product has a significant effect on purchase
decisions, (2) the price affects purchasing decisions, (3). The promotion affects purchasing decisions, (4).
Situations influence on purchasing decisions, (5). Purchase decisions affect customer satisfaction.