Pengaruh Kualitas Pelayanan, Dan Pengaruh Potongan Harga Dan Kualitias Pelayanan Terhadap Keputusan Pembelian Melalui Kepuasan Pelanggan Sebagai Variabel Mediasi

Ilham Hadi Nur Yufa, Wuryaningsih Dwi Lestari

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Penelitian ini bertujuan untuk menjelaskan hubungan Pengaruh Potongan Harga Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Melalui Kepuasan Pelanggan Sebagai Variabel Mediasi. Adapun jenis penelitian yang digunakan dalam penelitian menggunakan metode kuantitatif. Metode kuantitatif merupakan salah satu jenis penelitian yang spesifikasinya adalah sistematis, terencana dan terstruktur dengan jelas sejak awal hingga pembuatan desain penelitiannya. Responden dalam penelitian ini adalah 100 orang melalui survai online menggunakan google form dengan skala likert. Teknik pengambilan sampel menggunakan non probability sampling dengan metode purposive sampling. Analisis data menggunakan SMARTPLS. Uji validitas dan reabilitas menggunakan analisis smart PLS pada outer model. Pengujian hipotesis menggunakan inner model smartPLS. Hasil analisis menunjukan bahwa Kepuasan pelanggan memediasi pengaruh potongan harga terhadap keputusan pembelian, secara parsial. Kepuasan pelanggan memediasi pengaruh kualitas pelayanan terhadap keputusan pembelian, secara parsial.
Keywords: Potongan Harga, Kualitas Pelayanan, Keputusan Pembelian, Kepuasan Pelanggan

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DOI: https://doi.org/10.37531/mirai.v8i2.4871

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