The analysis of the product, price, distribution and promotion influence on purchasing decision and their implication on customer satisfaction

The purpose of this study was to determine how product, price, distribution, promotion, purchasing decision and customer satisfaction, and how much the influence of product, price, distribution and promotion on consumer purchasing decisions as well as how much the influence of purchasing decision on customer satisfaction. This study was a census study with a total sample of population was 48. The research method used in this study was descriptive analysis method. The data analysis technique used was correlation analysis technique and path analysis technique. The correlation analysis technique was to determine the closeness relationship between variables, while the path analysis technique was to determine how much the influence of independent variables on the dependent variables. The software used to process and analyze the research data was SPSS version 18.0. The results showed that the condition of the product, price, distribution, promotion and purchasing decisions variable were included in the good category, while the customer satisfaction variable was included in the moderate category. The influence of product, price, distribution and promotion variable on purchasing decision variable in a row was 25.95%, 21.37%, 19.02%, and 18.36%. The simultaneous effect of product, price, distribution and promotion variable on purchasing decision variable was 84.70%, while the influence of the purchasing decision variable on customer satisfaction was 87.60%.