Authors : Nanang Sukmana, Mochammad Mukti Ali

Volume/Issue : Volume 5 - 2020, Issue 3 - March

Google Scholar : https://goo.gl/DF9R4u

Scribd : https://bit.ly/2wBqp1m

Abstract : The purpose of the present study was to determine the effects of location, promotion and service quality on buying decision and the implication on customer satisfaction by measuring the indicators which affected location, promotion and service quality on buying decision and the implication on customer satisfaction. The present study applied descriptive research design using survey. The sampling used convenient sampling technique. The present study was examined using structural equation modeling – Lisrel to examine the effect of significance of overall model and predetermined path. The finding showed that location, promotion and service quality had significant effect on buying decision. It also showed that location, promotion and service quality didn’t have significant direct effect on customer satisfaction. The present study also showed that buying decision affect customer satisfaction. Companies are suggested to emphasize location, promotional and service quality advantage.

Keywords : Buying Decision, Customer Satisfaction, Location, Promotion, Service Quality.