The Influence of Price, Product, Promotion, and Situation on Customer Decision and the Impact on Customer Satisfaction

Widyaningrum Rahayu, Dyah Sugandini, Wisnalmawati

2019

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.

Paper Citation

in Harvard Style

Rahayu W., Sugandini D. and Wisnalmawati. (2019). The Influence of Price, Product, Promotion, and Situation on Customer Decision and the Impact on Customer Satisfaction.In Proceedings of the International Conference of Business, Economy, Entrepreneurship and Management - Volume 1: ICBEEM, ISBN 978-989-758-471-8, pages 94-101. DOI: 10.5220/0009965100940101

in Bibtex Style

@conference{icbeem19,
author={Widyaningrum Rahayu and Dyah Sugandini and Wisnalmawati},
title={The Influence of Price, Product, Promotion, and Situation on Customer Decision and the Impact on Customer Satisfaction},
booktitle={Proceedings of the International Conference of Business, Economy, Entrepreneurship and Management - Volume 1: ICBEEM,},
year={2019},
pages={94-101},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0009965100940101},
isbn={978-989-758-471-8},
}

in EndNote Style

TY - CONF

JO - Proceedings of the International Conference of Business, Economy, Entrepreneurship and Management - Volume 1: ICBEEM,
TI - The Influence of Price, Product, Promotion, and Situation on Customer Decision and the Impact on Customer Satisfaction
SN - 978-989-758-471-8
AU - Rahayu W.
AU - Sugandini D.
AU - Wisnalmawati.
PY - 2019
SP - 94
EP - 101
DO - 10.5220/0009965100940101