Analisis Pengaruh Experiental Marketing, Kualitas Pelayanan dan Discount terhadap Keputusan Pembelian dengan Kepuasan Pelanggan sebagai Variabel Intervening
DOI:
https://doi.org/10.55606/optimal.v2i1.10271Keywords:
Customer Satisfaction, Discount, Experiential Marketing, Purchasing Decision, Service QualityAbstract
This study analyzes the influence of experiential marketing, service quality, and discounts on purchasing decisions, with customer satisfaction as a mediating variable, at PT. Pegadaian Pemalang. Data was collected through questionnaires from 100 respondents using purposive and accidental sampling techniques, and then analyzed using regression tests and path analysis. The results show that all instruments were valid and reliable. Regression analysis indicates that all variables have a positive influence: experiential marketing (b1=0.206), service quality (b2=0.077), discount (b3=0.831), and satisfaction (b4=0.661) on purchasing decisions. Hypothesis testing (t-test) confirms that all these influences are significant. Furthermore, the Sobel test proves that customer satisfaction significantly mediates the effect of the three independent variables on purchasing decisions. Thus, customer satisfaction plays a crucial role in strengthening the relationship between marketing, service, and price factors with the final purchasing decision.
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