The Influence of E-WOM, E-Promotion, location, and price on consumer satisfaction mediated by purchasing decisions in Jepara carved furniture consumers in Indonesian

Abstract

This study aims to determine direct influence between e-wom, e-promotion, location and price on consumer satisfaction mediated purchasing decisions in consumers Jepara carved furniture. Types of research this is a quantitative approach with numbers sample of 123 respondents using survey method through distributing questionnaires as a data collection method. Method used for analysis is SEM with the Smart PLS tool version 3.0. Test that used are outer model, inner model, and mediation test. The research results show that variables e-wom, e-promotion, location, and price have a positive effect and significant to consumer satisfaction. It can also be concluded that the e-promotion, location, and price positive and significant effect on purchasing decision. Meanwhile, the e- wom has a negative and significant effect on purchasing decisions. Connection the purchasing decision variable has an effect negative and significant on satisfaction consumer. In the e-WOM variable mediation and e-promotion on satisfaction consumer mediated purchasing decisions is said to be Partial Mediation. Location variables and price on satisfaction consumer mediated purchasing decisions is said to be No Mediation.