Mufida, Asri Laila Hafi (2025) PERAN KEPUTUSAN PEMBELIAN DALAM MEMEDIASI LIFESTYLE E-WOM DAN PRODUCT DIVERSITY TERHADAP KEPUASAN KONSUMEN CONATO BAKERY & CAFÉ SITUBONDO. Other thesis, Universitas Abdurachman Saleh Situbondo.
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Abstract
The era of increasingly competitive business competition requires a deep understanding of consumer behavior as a strategic factor in designing and implementing practical and sustainable marketing strategies. Consumer preferences constantly change, and business actors mustconstantly adapt and innovate to meet consumers’ needs, desires, and expectations. This study aims to analyze and test the role of purchasing decisions in mediating lifestyle, E-WOM, and product diversity on customer satisfaction at Conato Bakery & Café Situbondo. The samplingtechnique was determined by purposive sampling. This study’s data analysis and hypothesistesting used the Structural Equation Model- Partial Least Square (PLS-SEM).The results of direct influence hypothesis testing using the Smart PLS 3.0 application showthat lifestyle has a negative but not significant influence on purchasing decisions, E-WOM has asignificant positive influence on purchasing decisions, Product Diversity has a significant positiveinfluence on purchasing decisions, lifestyle has a negative but not significant influence onconsumer satisfaction, E-WOM has a significant positive influence on consumer satisfaction,Product diversity has a negative but not significant influence on consumer satisfaction,Purchasing decisions have a significant positive influence on consumer satisfaction. The indirectinfluence hypothesis test results show that lifestyle has a negative but insignificant influence onconsumer satisfaction throughpurchasing decisions, E-WOM has a significant positive influenceon consumer satisfaction through purchasing decisions, and Product diversity has a significantpositive influence on consumer satisfaction through purchasing decisions.
| Item Type: | Thesis (Other) |
|---|---|
| Subjects: | H Social Sciences > HB Economic Theory |
| Depositing User: | Mufida Asri Laila Hafi |
| Date Deposited: | 10 Oct 2025 02:30 |
| Last Modified: | 10 Oct 2025 02:30 |
| URI: | http://repository.unars.ac.id/id/eprint/3664 |
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