The influence of location, product innovation, customer relationship marketing (CRM) and competitiveness on increasing sales mediated by purchasing decisions cv martina taste bakery

Abstract

This research aims to determine the direct influence of location, product innovation, customer relationship marketing, and competitiveness on increasing sales mediated by CV purchasing decisions. Martina bakery flavor. This type of research is a quantitative approach with a sample size of 144 respondents using a survey method by distributing questionnaires as a data collection method. The method used for analysis is SEM with the Smart PLS version 3.0 tool. The tests used are the auter model test, inner mode test, and mediation test. The results of this research show that the location variables (X1), product innovation (X2), customer relationship marketing (X3), have a positive and significant effect on increasing sales (Y). Meanwhile, competitiveness (X4) has a negative and significant effect on increasing sales. It can also be concluded that the location variables (X1), product innovation (X2), customer relationship marketing (X3), and competitiveness (X4) have a positive and significant influence on purchasing decisions (Z). The variable relationship between increasing sales (Y) has a positive and significant effect on customer satisfaction (Z). In the mediation test, the location variable (X1), product innovation (X2), customer relationship marketing (X3) on increasing sales is mediated. The purchasing decision is said to be partial mediation. Variables (X2) and. The competitiveness variable (X4) on increasing sales mediated by purchasing decisions is said to be Full Mediation.