Marketing Strategies on Consumer Satisfaction for Products of Disability Entrepreneur Through Purchase Decision as Intervening Variable

Abstract

Consumer satisfaction is one of determinants sustainability of a product, including for products of disability entrepreneur. Consumers will tend to make repeat purchases, if they are satisfied. However, the marketing strategies carried out by disability entrepreneur it is no less important as a factor that can influence consumer decisions to make purchases. This study analyze of marketing strategies on consumer satisfaction through purchase decision as an intervening variable. Marketing strategies variables consist of process, people, price, place, product, physical evidence and promotion. The data collection technique was carried out with an e-questionnaire. The sampling technique was carried out by purposive sampling and accidental sampling. Respondents are 150 peoples. Data analysis used SPSS for path analysis. The results showed that marketing strategies had a direct effect on consumer satisfaction. As well as marketing strategies consisting of indirectly affect customer satisfaction through purchasing decisions. The results of the study can provide practical implications for disability entrepreneur to be creative in choosing marketing strategies and always paying attention to customer satisfaction for the purpose of product sustainability