The Influence of Marketing Mix Variables on Purchasing Decisions and Its Impact on Post-Purchase Customer Satisfaction of Royal Garden Residence Bali Housing (Study at PT Properti Bali Benoa)

Abstract

A B S T R A C TThe research objective is to determine the effect of: marketing mix variables(product, price, location and promotion) on purchasing decision variables,marketing mix variables on customer satisfaction variables, purchasing decisionvariables on customer satisfaction variables at Royal Garden Residence Balihousing with purchase decisions as a mediating variable. . This research wasconducted in the city of Bali, with the object of research being the residentialconsumers of Royal Garden Residence Bali as the population in this study, with asample size of 150 respondents and using random sampling techniques. The datacollection method is in the form of an online questionnaire via google form andwhatsaap due to the situation in Indonesia which is currently being hit by theCovid-19 pandemic. The results of this study indicate that respondents have a goodperception of the variable marketing mix, purchase decisions and post-purchasesatisfaction Royal Garden Residence Bali. This is because the average value for allresearch variables is greater than 4 on the Likert scale. The results showed that themarketing mix variable both simultaneously and partially had a positive andsignificant effect on housing purchase decisions and the marketing mix variablehad a positive and significant effect both simultaneously and partially on consumersatisfaction after purchasing Royal Garden Residence Bali housing, and purchasingdecisions had a positive and significant effect. significant on consumer satisfactionafter purchasing the Royal Garden Residence Bali housing. Then the research alsoproves that there is an indirect influence of the marketing mix variable on consumersatisfaction after purchasing the Royal Garden Residence Bali housing through thepurchase decision. Promotion is the most dominant variable in increasingconsumer purchasing decisions for Royal Garden Residence Bali housing.