PENGARUH SALES PROMOTION DAN KUALITAS PELAYANAN TERHADAP MINAT BELI ULANG YANG DIMEDIASI KEPUASAN KONSUMEN PADA DEALE YAMAHA SURYA INTI PUTRA ASEMBAGUS SITUBONDO

M. G. A. Waskitha, Edy Kusnadi Hamdun, E. Ediyanto
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Abstract

The aim of the study is to determine the effect of sales promotion and service quality on repurchase intention mediated by consumer satisfaction at the AsembagusSitubondo Yamaha Surya Inti Putra Dealer. The sampling technique used in this study was simple random sampling with the Slovin formula with a tolerable error rate of 10% for 96 consumers. Data analysis and hypothesis testing in this study used the Structural Equation Model - Partial Least Square (PLS-SEM) The results of the direct influence hypothesis test using the Smart PLS 3.0 application, show that Sales promotion has a positive and significant effect on consumer satisfaction, service quality has a positive and significant effect on consumer satisfaction, sales promotion has a positive and significant effect on repurchase intention, service quality has a positive and significant effect on repurchase intention, consumer satisfaction has a positive and significant effect on repurchase intention, sales promotion has a positive and significant effect on repurchase intention through consumer satisfaction, service quality has a positive and significant effect on repurchase intention through consumer satisfaction
销售促进和服务质量对消费者满意度的影响,由adale YAMAHA核心核心男孩ASEMBAGUS idebondo进行调解
本研究旨在探讨促销与服务品质对以顾客满意为中介的雅马哈店再购买意愿之影响。本研究采用的抽样技术为简单随机抽样,采用斯洛文公式对96名消费者进行抽样,误差率为10%。本研究采用结构方程模型-偏最小二乘法(PLS- sem)进行数据分析和假设检验,使用Smart PLS 3.0应用程序进行直接影响假设检验的结果表明,促销对消费者满意度有正向显著的影响,服务质量对消费者满意度有正向显著的影响,促销对再购买意愿有正向显著的影响。服务质量对再购买意愿有正向显著影响,消费者满意对再购买意愿有正向显著影响,促销通过消费者满意对再购买意愿有正向显著影响,服务质量通过消费者满意对再购买意愿有正向显著影响
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