文章基本信息

标题：Promotion and place advertising combination on positive word of mouth private label product mediated by consumer satisfaction
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作者：Endang Siswati
期刊名称：International Journal of Research in Business and Social Science
印刷版ISSN：2147-4478
出版年度：2021
卷号：10
期号：2
页码：46-53
DOI：10.20525/ijrbs.v10i2.1083
语种：English
出版社：Society for the Study of Business & Finance
摘要：This research uses a quantitative approach, using 25 samples taken from the population, namely consumers of retail companies that sell private label products, including Superindo, Indomaret, and Alfamart. The purpose of this study is to analyze and determine whether the variable customer satisfaction can mediate the effect of promotion and place advertising on positive word of mouth. Data analysis in this research used PLS (Partial Least Square) with the SmartPLS program, which consists of a measurement model, namely convergent validity, discriminant validity and composite reliability, as well as structural models namely R-Square, Q-Square, Path test coefficients to test the significance of influence, and the Sobel test to test for mediation. The results showed that consumer satisfaction was not able to mediate a positive relationship between promotion and positive word of mouth, but promotion had a significant effect on consumer satisfaction.