CD Skripsi

Pengaruh Promotion Mix, Service Quality Dan Word Of Mouth Terhadap Kepuasan Konsumen Dan Keputusan Pembelian Sebagai Variabel Intervening Pada Konsumen Kharisma Wedding Pekanbaru

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ABSTRACT
The main key for wedding organizers to win the competition is to provide more
value to consumers so that consumers feel satisfied with the products or services
offered. To achieve this can be done by providing quality products and services.
Not only that, Consumer Satisfaction is based on promotions carried out, Service
Quality and Word Of Mouth on the business. Consumers who have a sense of
satisfaction are present due to their purchasing decisions. Purchasing decisions are
influenced by various factors including Promotion Mix, Service Quality and Word
Of Mouth. This study aims to test and analyze the effect of Promotion Mix, Service
Quality and Word Of Mouth on Customer Satisfaction through Purchasing
Decisions at Kharisma Wedding Organizer. The population in this study are
customers who have used the services of Kharisma Wedding Organizer, totaling
550 people. The technique of determining purposive sampling with the criteria of
respondents who have performed or used the services of Kharisma Wedding
Organizer resulted in 84 respondents from distributing questionnaires. The data
processing method uses the Partial Lest Square (PLS) method. The results showed
that Promotion Mix, Service Quality and Word Of Mouth have a significant effect
on Purchasing Decisions at Kharisma Wedding Organizer. Purchasing decisions
have a significant effect on customer satisfaction, Promotion Mix, Service Quality
and Word Of Mouth have a significant effect on customer satisfaction through
purchasing decisions. From the results of this study, Kharisma Wedding organizer
management should increase promotion through social media, improve service at
every event, and be able to provide an approach to each customer so that it can
encourage customers to do Word Of Mouth.
Keywords: Promotion Mix, Service Quality, Word Of Mouth, Purchase
Decision, Consumer Satisfication

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2002126305

Penerbit

Pekanbaru : Universitas Riau – F.EKONOMI DAN BISNIS – MANAJEMEN., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2002126305

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

daus

Versi lain/terkait

Lampiran Berkas

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