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PENGARUH BAURAN PEMASARAN DAN INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN DAN KEPUASAN PELANGGAN HOME INDUSTRI BAGINDA LAMPION DI KABUPATEN WAKATOBI.

Jurnal Manajemen, Bisnis dan Organisasi (JUMBO) · Vol. 7 No. 1 (2023) · pp. 257–264

DOI
10.33772/jumbo.v7i1.21327
ISSN
2502-4175
Published
2023-04-28
Publisher
Pascasarjana Universitas Halu Oleo
Language
eng

Abstract

This study aims to: 1) analyze the effect of marketing mix and product innovation on purchasing decisions 2) analyze the effect of marketing mix, product innovation and purchasing decisions on customer satisfaction. 3) analyze the effect of marketing mix on customer satisfaction mediated by purchasing decisions. 4) analyze the effect of product innovation on customer satisfaction mediated by purchasing decisions. The research population is the Home Industry Consumer of His Majesty Lampion, totaling 105 respondents, the technique of determining the sample is using the census technique so that the number of research samples is 105 respondents. Methods of data collection using a questionnaire. The research data was processed using the smart PLS 2 application to test the direct and indirect effects. The results of the study: 1) marketing mix and product innovation have a positive and significant effect on purchasing decisions, 2) marketing mix and product innovation have a positive but not significant effect on customer satisfaction, while purchasing decisions have a positive and significant effect on customer satisfaction, 3) marketing mix has an effect positive and significant impact on customer satisfaction mediated by purchasing decisions, 7) product innovation positive and significant effect on customer satisfaction mediated by purchasing decisions.

Collaboration network of the authors

40 authors · 119 co-authorship links · showing the 40 most connected

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  • Universitas Halu Oleo
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Nasrul NasrulAffiliation unknown5
Nursaban RommyAffiliation unknown3
Nursaban Rommy SulemanAffiliation unknown2
Aidin Hudani AwasinombuAffiliation unknown2
Hartini HartiniAffiliation unknown2
Juharsah JuharsahAffiliation unknown2
Hasanuddin BuaAffiliation unknown2
Harmi HarmiAffiliation unknown1
Nurwiah BahrinAffiliation unknown1
Sudirman ZaidAffiliation unknown1
Samuddin SamuddinAffiliation unknown1
Murdjani KamaluddinAffiliation unknown1
Muhamad Praga KamaludinAffiliation unknown1
Samdin SamdinAffiliation unknown1
Sujartono HasyimAffiliation unknown1
Aninna Mulyawati BaridinAffiliation unknown1
Ahlansyah AhlansyahAffiliation unknown1
Yelnovatri PatandiananAffiliation unknown1
Nurwati NurwatiAffiliation unknown1
Handriyani BurAffiliation unknown1
Hayat YusufAffiliation unknown1
La Ode Azaluddin SigaAffiliation unknown1
Anna Stasia OctaviaAffiliation unknown1
Endro SukotjoAffiliation unknown1
Sulan JunawarAffiliation unknown1
Alida PalilatiAffiliation unknown1
Muhrim MuhrimAffiliation unknown1
Kandrio KandrioAffiliation unknown1
Hasmawati HasmawatiAffiliation unknown1
Evodius NasusAffiliation unknown1
Farhan Ramdhani IstianandarAffiliation unknown1
Yusuf MontunduAffiliation unknown1
Asmah Yanti LatifAffiliation unknown1
Rizal Adi SaputraUniversitas Halu Oleo1
Eliyanti Agus MokodompitAffiliation unknown1
Sinarwati SinarwatiAffiliation unknown1
Abd. Razak YusufUniversitas Halu Oleo1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://ojs.uho.ac.id/index.php/JUMBO/oai, first harvested 31 Oct 2026, last seen 8 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en-US">PENGARUH BAURAN PEMASARAN DAN INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN DAN KEPUASAN PELANGGAN HOME INDUSTRI BAGINDA LAMPION DI KABUPATEN WAKATOBI.</dc:title>
	<dc:creator>Raifudin, Raifudin</dc:creator>
	<dc:creator>Patwayati, Patwayati</dc:creator>
	<dc:creator>Nur, Noval</dc:creator>
	<dc:subject xml:lang="en-US"></dc:subject>
	<dc:description xml:lang="en-US">This study aims to: 1) analyze the effect of marketing mix and product innovation on purchasing decisions 2) analyze the effect of marketing mix, product innovation and purchasing decisions on customer satisfaction. 3) analyze the effect of marketing mix on customer satisfaction mediated by purchasing decisions. 4) analyze the effect of product innovation on customer satisfaction mediated by purchasing decisions. The research population is the Home Industry Consumer of His Majesty Lampion, totaling 105 respondents, the technique of determining the sample is using the census technique so that the number of research samples is 105 respondents. Methods of data collection using a questionnaire. The research data was processed using the smart PLS 2 application to test the direct and indirect effects. The results of the study: 1) marketing mix and product innovation have a positive and significant effect on purchasing decisions, 2) marketing mix and product innovation have a positive but not significant effect on customer satisfaction, while purchasing decisions have a positive and significant effect on customer satisfaction, 3) marketing mix has an effect positive and significant impact on customer satisfaction mediated by purchasing decisions, 7) product innovation positive and significant effect on customer satisfaction mediated by purchasing decisions.</dc:description>
	<dc:publisher xml:lang="en-US">Pascasarjana Universitas Halu Oleo</dc:publisher>
	<dc:contributor xml:lang="en-US"></dc:contributor>
	<dc:date>2023-04-28</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en-US">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://ojs.uho.ac.id/index.php/JUMBO/article/view/21327</dc:identifier>
	<dc:identifier>10.33772/jumbo.v7i1.21327</dc:identifier>
	<dc:source xml:lang="en-US">Jurnal Manajemen, Bisnis dan Organisasi (JUMBO); Vol 7, No 1 (2023): Jurnal JUMBO Vol 7 No 1; 257-264</dc:source>
	<dc:source>2502-4175</dc:source>
	<dc:source>10.33772/jumbo.v7i1</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://ojs.uho.ac.id/index.php/JUMBO/article/view/21327/pdf</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2023 Jurnal Manajemen, Bisnis dan Organisasi (JUMBO)</dc:rights>
</oai_dc:dc>