PENGARUH e-WOM, KUALITAS PRODUK, KELENGKAPAN PRODUK TERHADAP KEPUASAN PELANGGAN DENGAN KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL INTERVENING

Yoga Kukuh Prasetyo, Hari Purwanto

Abstract


This research is entitled "The Influence of Electronic Word of Mouth (e-WOM), Product Quality, Product Completeness on Customer Satisfaction with Purchasing Decisions as an Intervening Variable (Empirical Study on the Makaronimu Brand)". The aim of the research is to find out whether there is an influence of Electronic Word of Mouth ( e-WOM), Product Quality, and Product Completeness on Customer Satisfaction with Purchasing Decisions as Intervening Variables (Empirical Study on the Makaronimu Brand). This research was conducted at Gerai Makaronimu. The research sample was 386 respondents. The research method used is a quantitative approach using the SPSS Version 27 method. The results of this research show that. 1) e-WOM influences Purchasing Decisions 2) Product Quality influences Purchasing Decisions 3) Product Completeness influences Purchasing Decisions 4) Purchasing Decisions influence Customer Satisfaction 5) e-WOM influences Customer Satisfaction 6) Product Quality influences Customer Satisfaction 7) Product Completeness influences Customer Satisfaction 8) e-WOM influences Customer Satisfaction through Purchasing Decisions 9) Product Quality influences Customer Satisfaction through Purchasing Decisions 10) Product Completeness influences Customer Satisfaction through Purchasing Decisions

Keywords: Electronic Word of Mouth, Product Quality, Product Completeness, Customer Satisfaction, and Purchasing Decisions.


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References


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