The effect of emotional marketing and marketing strategy on purchase decisions through consumer satisfaction as a mediation variables in PT. Nureka Bintang Abadi
Universitas Krisnadwipayana Campus Unkris Jatiwaringin PO BOX 7774/Jat CM Jakarta 13077, Indonesia.
Research Article
Global Journal of Engineering and Technology Advances, 2020, 05(03), 123-128.
Article DOI: 10.30574/gjeta.2020.5.3.0119
Publication history:
Received on 16 December 2020; revised on 23 December 2020; accepted on 25 December 2020
Abstract:
This study aims to determine the effect of emotional marketing and marketing strategies on purchasing decisions through customer satisfaction. This study uses an explanatory analysis approach, meaning that each variable presented in the hypothesis will be observed by testing the causal relationship of the independent variable to the dependent variable. The population in this study were customers of PT. Nureka Bintang Abadi. While the sample used includes 60 company customers who make purchases. The results showed that emotional marketing had a significant effect on purchasing decisions. Marketing strategy has a significant impact on purchasing decisions. Consumer satisfaction has a significant effect on purchasing decisions. Emotional marketing has a significant effect on customer satisfaction. Marketing strategy has a significant effect on customer satisfaction. The effect of emotional marketing and marketing strategies on direct purchasing decisions is smaller than through customer satisfaction. In this case, it can be said that customer satisfaction is an intervening variable.
Keywords:
Emotional marketing; Marketing strategies; Customer satisfaction; Purchase decisions
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Copyright © 2020 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0