The Role of Purchasing Decisions in Mediating the Influence of Personal Selling, Price and Product Quality on Customer Satisfaction Using MICE Services
DOI:
https://doi.org/10.31933/dijdbm.v4i5.2006Keywords:
Personal Selling, Customer Satisfaction, Product Quality, Purchasing DecisionAbstract
This study aims to analyze the effect of Personal Selling Services, Price, and Product Quality on customer satisfaction using MICE services. The object of this research is all customers of PT ABC. The population in this study is PT ABC customers in Jabodetabek, and the respondents' plan will be determined by the number of samples based on the Hair formula. Sampling will be carried out by purposive sampling method, which is a sample selected based on its characteristics. The analysis technique uses Smart PLS (Partial Least Square) 3.0 analysis. Quantitative analysis methods with SEM analysis tools and Smart PLS 3.3 tools. The results of this study show that Personal Selling has a positive and significant effect on Purchasing Decisions, but price shows a significant negative effect on Purchasing Decisions , besides that Product Quality shows a positive and significant effect on Purchasing Decisions. Therefore, considering the existing market share, companies should improve purchasing decisions by paying attention to service quality and product quality through the application of attractive prices. The Technology Readiness Level of this study is Level 3. Analytic and experimental critical functions and/or proofs of concept characteristics. Active research and development begins, this includes analytical studies and empirical studies to physically validate the analytical predictions of separate elements of the technology.
References
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Pitaloka, D., &; Hsieh, E. (2015). Health As Submission And Social Responsibilities: Embodied Experiences Of Javanese Women With Type II Diabetes. Qualitative Health Research, 25(8), 1155-1165.
Predana. (2017). The Effect of Price, Promotion and Service Quality on Purchasing Decisions on PT. Citilink Indonesia at Soekarno Hatta International Airport and Halim Perdana Kusuma. Thesisjakarta :P enerbit Mercubuana University
Prasetiyo, M. D., Santoso, I., Mustaniroh, S. A., &; Purwadi, P. (2017). Application of FMAE and AHP methods in the formulation of risk management strategies for the yogurt production process. Journal of Agricultural Technology, 18(1), 1-10.
Sekaran &; Bougie, (2016). Research Methods for Business : a Skill Building Approach Seventh Edition. United States of Pepper : Wiley
Setyo, P. E. (2017). The Effect of Product Quality and Price on Best Autoworks Customer Satisfaction. Journal of Management and Business Start-Up, 1(6), 755-764.
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Syahroni, M. H., &; Dikdik Kusdiana SE, M. T. (2018). The influence of price, location, level of education and type of pattern of goods on business performance at Cigondewah Fabric Industry Center (Case Study: Cigondewah Fabric Center Bandung City) (Doctoral dissertation, Library of the Faculty of Economics and Business Unpas Bandung).
Tedi Pitri, S. I. P. (2021). Implementation of Personal Selling as a contributor to improving the quality of Marketing Communication in the Era of Copid 19: Marketing Management. Economedia, 10(02), 37-42.
Main, I. G. B. R. (2017). Tourism Marketing. Andy Publishers.
Widayati, C. C., &; Riorini, S. V. (2018). Budget hotel performance based on customers' perspective and competitive strategy. European Research Studies, 21, 241-252.
Wijaya, F., &; Sujana, S. (2020). The influence of service quality and price perception on customer satisfaction and its impact on word of mouth. Scientific Journal of Unity Tourism, 1(1), 9-18.
Wisnumurti, R. (2015). The influence of price, service quality, and risk perception on purchasing decisions for women's tops sold online through Blackberry Messenger groups (study on Girls Outfit Project Shop). Journal of Commerce Education (JPTN), 3(2).
Yosi Pahala, Y., Sri Widodo, S., Kadarwati, W., Munir Azhari, M., Muliyati, Y., Novia Indah Lestari, N., ... & Endri, E. (2021). 20202-Tridharma 2-Obligation Professor: "The Effects of Service Operation Engineering and Green Marketing on Consumer Buying Interest" indexed by Scopus (H16). Uncertain Supply Chain Management, 9(3), 603-608.
Arda, M., & Andriany, D. (2019). Analysis of marketing stimulus factors in online purchasing decisions of fashion products in generation Z. INTEKNA Journal: Technical and Commercial Information, 19(2), 115-120.
Arief, O. (2021). Analysis of factors that influence flight ticket purchase decisions through online applications (case study on Traveloka consumers in Semarang City). THESIS.
Asbar, Y., &; Saptari, M. A. (2018). Analysis in measuring service quality to customer satisfaction using the PIECES method. Visionary & strategic journal, 6(2).
Bahri, B. (2018). Purchasing Decisions and Consumer Satisfaction Influenced by Location, Service, Product Quality, Emotional Value, and Interior Design Variables that Impact the Level of Purchase. Journal of Maksipreneur: Management, Cooperatives, and Entrepreneurship, 8(1), 60-80.
Conti, A., Thursby, M., & Rothaermel, F. T. (2013). Show Me The Right Stuff: Signals For High?Tech Startups. Journal Of Economics &; Management Strategy, 22(2), 341-364.
Eri Riskawati, E., Sissah, S., &; Mutia, A. (2020). The effect of price and product quality on consumer satisfaction of Penaanti Al Wahida (HPA) herbal products in Jambi City (Doctoral Dissertation, UIN Sulthan Thaha Saifuddin Jambi).
Febriana, E. K., Yulianeu, Y., Harini, C., &; Warso, M. M. (2017). The influence of product diversity, product quality and sales location on consumer satisfaction (case study at Bu Sur food stall). Journal Of Management, 3(3).
Febriyantoro, M. T. (2019). The influence of trust and service quality on online purchase decisions through Traveloka website. Khazanah Ilmu Berazam, 2(3 Sept), 385-394.
Ghozali, I., & Latan, H. (2015). Partial least squares, concepts, techniques and applications using the Smartpls 3.0 program for empirical research. Semarang: UNDIP Publishing Agency.
Hendratmoko, B. I. C., & Mutmainah, H. (2015). Analysis of the influence of prices, promotions, and services on purchasing decisions for car rental services in Surakarta. Jurna Leconomics and Entrepreneurship, 14(2).
Jatmiko, M. R. (2020). Analysis of the influence of promotion, service quality, brand image on customers' decisions to choose Go-Jek services in Semarang. Anindyaguna Econobusiness: Journal of Economics and Business STIE Anindyaguna, 2(1), 111-123.
Keller, K. L., &; Kotler, P. (2015). Holistic Marketing: A Broad, Integrated Perspective To Marketing Management. In Does Marketing Need Reform?: Fresh Perspectives On The Future (pp. 308-313). Routledge.
Krisdayanto, I., Haryono, A. T., &; Gagah, E. (2018). Analysis of the effect of price, service quality, facilities, and location on customer satisfaction at i café lina putra net bandungan. Journal of Management, 4(4).
Kusniadji, S. (2017). The contribution of the use of personal selling in marketing communication activities in today's marketing era. Journal of Communication, 9(2), 176-183.
Li, Cheng-Ping. (2017). "Effects Of Brand Image, Price, Perceived Quality, And Perceived Value On The Purchase Intention Towards Sports And Tourism Products Of The Taichung International Travel Fair." The Journal Of International Management Studies 12.2 (2017): 11
Manengal, C. D. (2015). The influence of service quality, product quality and pricing on purchasing decisions at Cv. Esa Genangku (Esacom) Manado. EMBA Journal: Journal of Economic, Management, Business and Accounting Research, 3(3).
Mardiasih, T. S. (2020). The influence of price perception, product quality, and location on purchasing decisions. IQTISHADequity journal of MANAGEMENT, 2(1).
Maulana, F. R., Hasnita, N., &; Evriyenni, E. (2020). The influence of product knowledge and word of mouth on customers' decisions to choose Islamic banks. Jihbiz: Global Journal of Islamic Banking and Finance., 2(2), 124-137.
Melati, R. S., &; Dwijayanti, R. (2020). The Influence of Price and Online Consumer Review on Mobile Case Purchase Decisions on the Shopee Marketplace.... Journal of Commerce Education (JPTN), 3(2), 146–154.
Mustika, G. A., &; Andari, R. (2015). The influence of customer value on the decision to use a meeting package at Golden Flower Hotel Bandung. Tourism And Hospitality Essentials (THE) Journal, 1(1), 30-40.
Novianti, N., Endri, E., &; Darlius, D. (2018). Customer satisfaction mediates the effect of service quality and promotions on customer loyalty. MIX: Scientific Journal of Management, 8(1), 90-108.
Nurhayati, Agus Febrianto, and Rasyidi. (2020). "Analysis of the Effect of Price and Product Quality on Purchasing Decisions with Consumer Satisfaction as an Intervening Variable on Honda Scoopy Motorcycles in Puruk Cahu City". Journal of Business and Development, July-December 2020 Issue. 9 (2), ISSN 2541-1403, E-ISSN 2541-187X
Octavia, D. (2017). The Influence of Electronic Word of Mouth (E-Wom) on Purchasing Decisions (Survey of Telkomsel card users in Facebook Group) (Doctoral dissertation).
Pitaloka, D., &; Hsieh, E. (2015). Health As Submission And Social Responsibilities: Embodied Experiences Of Javanese Women With Type II Diabetes. Qualitative Health Research, 25(8), 1155-1165.
Predana. (2017). The Effect of Price, Promotion and Service Quality on Purchasing Decisions on PT. Citilink Indonesia at Soekarno Hatta International Airport and Halim Perdana Kusuma. Thesisjakarta :P enerbit Mercubuana University
Prasetiyo, M. D., Santoso, I., Mustaniroh, S. A., &; Purwadi, P. (2017). Application of FMAE and AHP methods in the formulation of risk management strategies for the yogurt production process. Journal of Agricultural Technology, 18(1), 1-10.
Sekaran &; Bougie, (2016). Research Methods for Business : a Skill Building Approach Seventh Edition. United States of Pepper : Wiley
Setyo, P. E. (2017). The Effect of Product Quality and Price on Best Autoworks Customer Satisfaction. Journal of Management and Business Start-Up, 1(6), 755-764.
Sholeha, L., Djaja, S., &; Widodo, J. (2018). The influence of service quality on customer satisfaction at AHASS Sumber Jaya Maha Sakti, Rogojampi District, Banyuwangi Regency. JOURNAL OF ECONOMIC EDUCATION: Scientific Journal of Education, Economics and Social Sciences, 12(1), 15-25.
Simabur, L. A., Rafa'al, M., Yusuf, H., &; Umasugi, M. (2020). Marketing Communication Model in Government: Promotion Mix of Tourism Destinations in West Halmahera Regency. Media Tourism, 18(2), 251-262.
Sugiyono. (2017). Quantitative, qualitative, and r&d research methods. Bandung: Alfabeta.
Sunyoto, Danang. (2015). Consumer behavior research practices. Yogyakarta : Center Of Academic Publishing Service)
Syahroni, M. H., &; Dikdik Kusdiana SE, M. T. (2018). The influence of price, location, level of education and type of pattern of goods on business performance at Cigondewah Fabric Industry Center (Case Study: Cigondewah Fabric Center Bandung City) (Doctoral dissertation, Library of the Faculty of Economics and Business Unpas Bandung).
Tedi Pitri, S. I. P. (2021). Implementation of Personal Selling as a contributor to improving the quality of Marketing Communication in the Era of Copid 19: Marketing Management. Economedia, 10(02), 37-42.
Main, I. G. B. R. (2017). Tourism Marketing. Andy Publishers.
Widayati, C. C., &; Riorini, S. V. (2018). Budget hotel performance based on customers' perspective and competitive strategy. European Research Studies, 21, 241-252.
Wijaya, F., &; Sujana, S. (2020). The influence of service quality and price perception on customer satisfaction and its impact on word of mouth. Scientific Journal of Unity Tourism, 1(1), 9-18.
Wisnumurti, R. (2015). The influence of price, service quality, and risk perception on purchasing decisions for women's tops sold online through Blackberry Messenger groups (study on Girls Outfit Project Shop). Journal of Commerce Education (JPTN), 3(2).
Yosi Pahala, Y., Sri Widodo, S., Kadarwati, W., Munir Azhari, M., Muliyati, Y., Novia Indah Lestari, N., ... & Endri, E. (2021). 20202-Tridharma 2-Obligation Professor: "The Effects of Service Operation Engineering and Green Marketing on Consumer Buying Interest" indexed by Scopus (H16). Uncertain Supply Chain Management, 9(3), 603-608.
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2023-08-18
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