The Effect Of Marketing Mix And Service Quality On Purchasing Decisions With Purchase Interest As A Moderation Variable

Authors

  • muhammad aqsa Universitas Muhammadiyah Palopo Author
  • Suparman Parintak Universitas Muhammadiyah Palopo Author
  • Fahirah Universitas Muhammadiyah Palopo Author
  • Herawati Rijal Universitas Muhammadiyah Palopo Author
  • Putu Anom Wisnu Wisnawa Universitas Mahasaraswati Denpasar Author

Keywords:

Marketing Mix , Service Quality , purchase decision , Buying Interest

Abstract

This study aims to determine the influence of marketing mix and service quality on purchasing decisions with purchase interest as a moderation variable. This study used descriptive quantitative methods. This research used 100 SME customers of Maju Bersama Kec. Kalaena, East Luwu District. The results showed that marketing mix has a significant effect on buying interest and purchasing decisions and service quality has a significant effect on buying interest and purchase decisions and buying interest has a significant effect on purchasing decisions.

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Published

2024-06-25

Issue

Vol. 1 No. 1 (2024)

Section

Articles