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Authors: Widyaningrum Rahayu ; Dyah Sugandini and  Wisnalmawati

Affiliation: Universitas Pembangunan Nasional Veteran Yogyakarta, Indonesia

ISBN: 978-989-758-471-8

Keyword(s): Product, price, promotion, situation, purchasing decisions, customer satisfaction.

Abstract: This research meant to find out the influence of product, price, promotion, and situation on customer decision and its impact on customer satisfaction. The research object is all of the customers whoever purchased at Restaurant on Yogyakarta. The sample collection has been done by performing a non- probability sampling technique, and the numbers of the sample are 200 respondents. In this study, there are four independent variables, namely product, price, promotion, and situation. And the dependent variable is customer satisfaction. For the intervening variable is a purchasing decision. The data analysis use Structural Equation Models. The results of this study obtained that (1). Product has a significant effect on purchase decisions, (2) the price affects purchasing decisions, (3). The promotion affects purchasing decisions, (4). Situations influence on purchasing decisions, (5). Purchase decisions affect customer satisfaction.

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Paper citation in several formats:
Rahayu, W.; Sugandini, D. and Wisnalmawati. (2020). The Influence of Price, Product, Promotion, and Situation on Customer Decision and the Impact on Customer Satisfaction.In Proceedings of the International Conference of Business, Economy, Entrepreneurship and Management - Volume 1: ICBEEM, ISBN 978-989-758-471-8, pages 94-101. DOI: 10.5220/0009965100940101

@conference{icbeem20,
author={Widyaningrum Rahayu. and Dyah Sugandini. and Wisnalmawati.},
title={The Influence of Price, Product, Promotion, and Situation on Customer Decision and the Impact on Customer Satisfaction},
booktitle={Proceedings of the International Conference of Business, Economy, Entrepreneurship and Management - Volume 1: ICBEEM,},
year={2020},
pages={94-101},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0009965100940101},
isbn={978-989-758-471-8},
}

TY - CONF

JO - Proceedings of the International Conference of Business, Economy, Entrepreneurship and Management - Volume 1: ICBEEM,
TI - The Influence of Price, Product, Promotion, and Situation on Customer Decision and the Impact on Customer Satisfaction
SN - 978-989-758-471-8
AU - Rahayu, W.
AU - Sugandini, D.
AU - Wisnalmawati.
PY - 2020
SP - 94
EP - 101
DO - 10.5220/0009965100940101

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