The Impact of Price Discount, Promotion Through Social Media and Service Quality in Repurchasing Decision (An Empirical Study for Burger King Surakarta)

Destri Ayuningsih, Vika and -, Kussudyarsana, S.E., M.Si., Ph.D (2021) The Impact of Price Discount, Promotion Through Social Media and Service Quality in Repurchasing Decision (An Empirical Study for Burger King Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The aims of this study are: 1) To analyze the positive effect of price discounts on customer satisfaction at Burger King Surakarta. 2) Analyzing the positive effect of promotion through social media on customer satisfaction of Burger King Surakarta. 3) Analyze the positive influence of service quality on customer satisfaction Burger King Surakarta. 4) Analyzing the positive effect of customer satisfaction as a mediating variable on repurchase decisions at Burger King Surakarta. The population in this study were consumers who had bought Burger King products in Surakarta. The sampling technique in this study was Convenience Sampling or sampling based on considerations and criteria, the sample obtained was 154 respondents. The data analysis method used is the Outer model using Convergent Validity, Discriminant Validity, Composite Reliability Tests and Multicollinearity and the Inner model using the Path Coefficient Test and Hypothesis Test where the intervening variable is customer satisfaction. Other 2 variables are price discounts, promotions through social media, service quality and repurchase decisions. The results of this study indicate that the variable price discount, promotion through social media and service quality have a significant positive effect on customer satisfaction, the variable promotion through social media and service quality has a significant positive effect on purchasing decisions through customer satisfaction as an intervening variable, except for the discount price variable.

Item Type: Karya ilmiah (Skripsi)
Uncontrolled Keywords: price discount, promotion through social media, service quality, satisfaction, purchasing decision.
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Unnamed user with username b101173009
Date Deposited: 16 Aug 2021 06:37
Last Modified: 16 Aug 2021 06:37
URI: http://eprints.ums.ac.id/id/eprint/93516

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