INFLUENCE OF PRODUCT AND DIGITAL MARKETING ON PURCHASE DECISIONS: THE MEDIATING ROLE OF CONSUMER SATISFACTION

INFLUENCE OF PRODUCT AND DIGITAL MARKETING ON PURCHASE DECISIONS: THE MEDIATING ROLE OF CONSUMER SATISFACTION

Abstract:This study examines the influence of product quality and digital marketing on purchasing decisions with consumer satisfaction as an intervening variable in Kampung Lele Kediri. The research employs a quantitative approach with a sample of 100 consumers, selected through purposive sampling....

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Bibliographic Details
Main Authors: Endah Kurnia endah, Rafikhein Novia Ayuanti
Format: Article
Language:Indonesian
Published: Lembaga Penelitian dan Pengabdian kepada Masyarakat Universitas Ciputra Surabaya 2024-12-01
Series:Jurnal Performa
Subjects:
Consumer Behavior Pattern
Digital Marketing Strategy
Product Quality Management
Purchase Decision Factors
Customer Satisfaction Analysis
Online Access:https://journal.uc.ac.id/index.php/performa/article/view/5276
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