Pengaruh Persepsi Harga dan Word of Mouth terhadap  Kepuasan Pelanggan melalui Keputusan Pembelian

Mutiara Aprilia; Rivera Pantro Sukma

doi:10.56799/jceki.v3i1.1875

Authors

Mutiara Aprilia Universitas ASA Indonesia
Rivera Pantro Sukma Universitas ASA Indonesia

DOI:

https://doi.org/10.56799/jceki.v3i1.1875

Keywords:

Price perception, word of mouth (WOM), purchasing decisions, customer satisfaction.

Abstract

This study aimed to analyze the influence of price perception and WOM on customer satisfaction through purchasing decisions at FamilyMart Gran Rubina. Data were collected through the distribution of questionnaires to 200 respondents, using accidental sampling and the data were analyzed using Structural Equation Modeling (SEM) through PLS version 3.0 software. The results showed that price perception significantly influenced customer satisfaction, price perception significantly influenced purchasing decisions, WOM significantly influenced customer satisfaction, WOM significantly influenced purchasing decisions, and purchasing decisions also had a direct and significant influence on customer satisfaction. The indirect effects of price perception on customer satisfaction through purchasing decisions were found to be positive, as well as the indirect effects of WOM on customer satisfaction through purchasing decisions were found to be positive.

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