Analisis Model Marketing Mix 4P terhadap Keputusan Pembelian, Kepuasan Pelanggan, Citra Merek, dan Pembelian Ulang Mr. Suprek Dengan Tools SEM

Muhammad Sandi Kurniawan, Minto Waluyo

Abstract


This study examines the effects of product, place, and promotion on purchase decision, customer satisfaction, brand image, and repurchase among customers of Mr. Suprek Surabaya. A quantitative survey of 100 respondents who had purchased Mr. Suprek products was analyzed using covariance-based structural equation modeling with maximum likelihood estimation in AMOS. Price was excluded from the model because of multicollinearity. Place and promotion have positive and significant effects on purchase decision, whereas product does not. Product and purchase decision increase customer satisfaction, while place and promotion do not. Brand image is shaped by product and place, but not by promotion or satisfaction. Repurchase is significantly influenced only by brand image. The findings separate acquisition from retention: place and promotion matter more for the first visit, product matters more for satisfaction and image, and brand image is the main pathway to repurchase. Managers of Mr. Suprek should therefore distinguish tactics that attract customers from tactics that keep them.

Keywords


brand image; marketing mix; purchase decision; repurchase; customer satisfaction; SEM-AMOS

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DOI: http://dx.doi.org/10.33087/ekonomis.v10i2.2405

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