PENGARUH PRODUCT VARIATIONS, SERVICE QUALITY DAN DIGITAL MARKETING TERHADAP CUSTOMER SATISFACTION DENGAN INTEREST IN BUYING SEBAGAI VARIABEL INTERVENING PADA YOAN CATERING DI DESA CURAH JERU SITUBONDO

Abstract

The purpose of this study is to determine the Influence of Product Variations, Service Quality and Digital Marketing on Customer Satisfaction with Interest in Buying as an Intervening Variable at Yoan Catering in Curah Jeru Village, Situbondo. The sampling technique used in this study was simple random sampling of 96 consumers. Data analysis and hypothesis testing in this study used the Structural Equation Model - Partial Least Square (PLS-SEM). The results of the study indicate that Product Variations have a positive and significant effect on Interest in Buying, Service Quality has a positive and significant effect on Interest in Buying, Digital Marketing has a positive and significant effect on Interest in Buying, Product Variations have a negative but significant effect on Customer Satisfaction, Service Quality has a positive but not significant effect on Customer Satisfaction, Digital Marketing has a positive and significant effect on Interest in Buying, Interest in Buying has a positive and significant effect on Customer Satisfaction, Product Variations have a positive and significant effect on Customer Satisfaction through Interest In Buying, Service Quality has a positive but not significant effect on Customer Satisfaction through Interest In Buying, Digital Marketing has a positive and significant effect on Customer Satisfaction through Interest In Buying.