Pengaruh Influencer dan Promosi Penjualan terhadap Keputusan Pembelian melalui Kepuasan Pelanggan sebagai Variabel Intervening

Anniza Ayu Berlianna Citra Della; Cicik Harini; Maria Magdalena Minarsih

doi:10.61132/jimakebidi.v3i3.1659

Authors

Anniza Ayu Berlianna Citra Della Universitas Pandanaran
Cicik Harini Universitas Pandanaran
Maria Magdalena Minarsih Universitas Pandanaran

DOI:

https://doi.org/10.61132/jimakebidi.v3i3.1659

Keywords:

Customer Satisfaction, Glad2Glow, Influencer, Purchase Decision, Sales Promotion

Abstract

This study aims to analyze the influence of influencers and sales promotions on purchasing decisions through customer satisfaction as an intervening variable among consumers of Glad2Glow skincare products in Tembalang District, Semarang. This research employed a quantitative approach with a sample of 100 respondents selected using purposive sampling. Data were collected through questionnaires using a Likert scale and analyzed using SPSS through multiple linear regression analysis and the Sobel test. The results show that influencers have a positive and significant effect on customer satisfaction, while sales promotions also have a positive and significant effect on customer satisfaction. Customer satisfaction has a positive and significant effect on purchasing decisions. Furthermore, influencers and sales promotions each have a positive and significant effect on purchasing decisions. The Sobel test results indicate that customer satisfaction significantly mediates the influence of influencers on purchasing decisions. Customer satisfaction also significantly mediates the influence of sales promotions on purchasing decisions. These findings indicate that the use of credible influencers and attractive sales promotions, supported by positive customer satisfaction, can increase consumers’ purchasing decisions for Glad2Glow skincare products.

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