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All Journal Jurnal Mantik Jurnal Bina Bangsa Ekonomika
Leonardo Davidsi Sipayung
Universitas HKBP Nommensen
Computer Science & IT Economics, Econometrics & Finance Languange, Linguistic, Communication & Media

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Journal : Jurnal Mantik

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The direct and indirect effect on online purchase decision through consumer satisfaction Agus Nakkok Simanjuntak; Leonardo Davidsi Sipayung; Sri Ida Royani Simanjuntak; Orlando Steven; Lasma Lenida Rosinta Sianipar
Jurnal Mantik Vol. 7 No. 2 (2023): Agustus: Manajemen, Teknologi Informatika dan Komunikasi (Mantik)
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/mantik.v7i2.4074

Abstract

This study aims to analyze the effect of product quality, promotion, digital marketing and e-wom as independent variables on online purchasing decisions as the dependent variable through consumer satisfaction as a mediating variable. The test analysis model uses the outer model, inner model, direct effects, and specific indirect effects using the Smart PLS 4 application. Directly, the results of this study indicate that promotions, e-WOM, and consumer satisfaction have a positive and significant effect on online purchasing decision, while product quality and digital marketing have no significant effect on online purchasing decision. Digital marketing and e-wom have a positive and significant effect on consumer satisfaction, while product quality and promotions have no significant effect on customer satisfaction. Indirectly digital marketing and e-ewom have a positive and significant effect on online purchasing decision through consumer satisfaction. Meanwhile, product quality and promotion have no significant effect on online purchasing decision through consumer satisfaction.
Co-Authors Agus Nakkok Simanjuntak Anne Rumondang Malau Dina Marisa Lumbantoruan Hanna Melani Damanik Lasma Lenida Rosinta Sianipar Lidia Afriani Banurea Orlando Steven Pantas H Silaban Sri Ida Royani Simanjuntak