THE EFFECT OF PROMOTION AND PRICE ON PURCHASE INTEREST WITH CONSUMER SATISFACTION AS AN INTERVENING VARIABLE AT J.CO DONUTS & COFFEE IN SURABAYA

Muhammad Yulianto¹⁾, Bambang Raditya Purnomo²⁾

Abstract

This study discusses how promotion, price and buying interest affect consumer satisfaction at J.CO Donuts & Coffe in Surabaya. The method used in this study was quantitative using a population of 65 respondents. In this study the sample was determined using a non-probability sampling method which uses purposive sampling techniques. The analysis used in this study is Partial Least Square (PLS). Based on the analysis, it was found that promotion has a significant effect on consumer satisfaction, price has a significant effect on consumer satisfaction, promotion does not have a significant effect on buying interest, price has a significant effect on buying interest, consumer satisfaction has a significant effect on buying interest, promotion has a significant effect on buying interest mediated by consumer satisfaction, and price has a significant effect on buying interest mediated by consumer satisfaction. This can be proven by the T-Statistic value >1.96 and the P-value <0.005. This result was obtained from this study, namely, (X1) against (Z) with a t-statistic value of 3.503 and a p-value of 0.001. (X2) to (Z) with a t-statistic value of 5.940 and a p-value of 0.000. (X1) Against (Y) with a t-statistic value of 1.256 and a p-value of 0.214. (X2) to (Y) with a t-statistic value of 2.272 and a p-value of 0.026. (Z) to (Y) with a t-statistic value of 3.116 and a p-value of 0.003. (X1) against (Y) through (Z) with a t-statistic value of 2.142 and a p-value of 0.036. (X2) to (Y) through (Z) with a t-statistic value of 2.732 and a p-value of 0.008.