The Influence of Price and Promotion on Customer Satisfaction through Purchasing Decision in CV Ikhsan Property

Abstract

The purpose of this study is to determine the effect of price and promotion on customer satisfaction, analyze the impact of price and promotion on purchasing decision, analyze purchasing decisions on customer satisfaction, analyze the indirect effect of the price through purchasing decision on customer satisfaction and analyze the indirect impact of promotion through purchasing decision on customer satisfaction. This research was conducted on 50 consumers at CV Ikhsan Property. The research sample was taken using a simple random sampling method. Data analysis used path analysis.

The results showed that price and promotion had a direct effect on customer satisfaction at CV Ikhsan Property. The purchasing decision variable as an intervening variable can be perfectly proven, namely the purchasing decision variable has an indirect effect on the price variable on customer satisfaction and the promotion variable on customer satisfaction. This statement can be proven by the magnitude of the indirect impact (price on customer satisfaction and promotion on customer satisfaction) through purchasing decision, defined as intervening variables.