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Pengaruh Service Quality dan Discount Price terhadap Purchase Decision Melalui Customer Satisfaction pada Minimarket di Kota Pekanbaru

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This research aims to determine the extent of the influence of service quality and discount price on purchase decisions through customer satisfaction in minimarkets in the city of Pekanbaru. This study consists of two independent variables, namely service quality and discount price, and one dependent variable, which is purchase decision, with customer satisfaction as an intervening variable. The analysis method used is path analysis. Data collection method for this research is done by using a questionnaire filled out by respondents, namely the residents of Pekanbaru who shop at minimarkets in the city of Pekanbaru. The results obtained from the research based on Partial Test (t-test) are as follows: a) There is no significant influence of service quality on customer satisfaction. b) There is a significant influence of discount price on customer satisfaction. c) There is no significant influence of service quality on purchase decisions. d) There is a significant influence of discount price on purchase decisions. e) There is a significant influence of customer satisfaction on purchase decisions. f) Customer satisfaction cannot mediate the influence of service quality on purchase decisions. g) Customer satisfaction can mediate the influence of discount price on purchase decisions.

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Detail Information

Call Number

Manajemen 658.8342 Ath p

Language

Indonesia

NPM

205210169

Publisher

Manajemen : Universitas Islam Riau., 2023

Keyword(s)

Purchase Decision
Service Quality
customer satisfaction
Discount Price

Other Information

Petugas

Uthi Kurnia

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