THE ROLE OF CUSTOMER SATISFACTION MEDIATION ON THE INFLUENCE OF DIGITAL MARKETING AND WORD OF MOUTH ON THE PURCHASE DECISION OF NATURAL NUSANTARA PRODUCTS

Authors

  • Retno Duwi Indriyani Islamic University of Lamongan Author
  • Mohammad Yaskun Islamic University of Lamongan Author
  • Diah Ayu Novitasari Islamic University of Lamongan Author
  • Luluk Nur Azizah Islamic University of Lamongan Author

Keywords:

Customer satisfaction, digital marketing, word of mouth, Purchase decision

Abstract

This study aims to find out how the role of customer satisfaction mediation on the influence of digital marketing and word of mouth on the purchase decision of Natural Nusantara products using PLS-SEM. The type of research used is quantitative. The population in this study is consumers who buy Nusantara Alami products at Stockist N.1827 Sugio with a sample of 48 respondents determined using the Simple Random Sampling method. Data collection was conducted using observation methods and questionnaires. The data analysis technique uses PLS (Partial Least Square) using a supporting instrument, namely SmartPLS 3 software. The results of this study show that Digital Marketing has a positive and significant effect on purchasing decisions. Word of mouth has a positive and significant effect on purchasing decisions. Customer satisfaction cannot mediate Digital Marketing for purchase decisions. And customer satisfaction also can't mediate Word of Mouth into purchasing decisions.

Downloads

Published

2025-07-01

Issue

Vol. 1 No. 1 (2025): National Innovation Conference on Economics and Business (NICEBIS) Proceedings

Section

Articles