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The Influence of Price and Facilities Towards Customer Satisfaction With Purchasing Decisions As An Intervening Variable (Study On Rukita Co-Living)
This study aims to determine the direct and indirect effects of prices and facilities on purchasing decisions and customer satisfaction in the Rukita Co-Living unit. Questionnaires were distributed to 102 respondents who currently live in the Rukita Co-Living unit using convenience sampling techniques and were tested with Path Analysis and multiple linear regression techniques. The results showed the price has a significant influence on purchasing decisions and customer satisfaction, the facility has a significant influence on purchasing decisions and the effect is not significant on customer satisfaction, price directly has a significant influence through purchasing decisions on customer satisfaction and facilities indirectly have a significant influence through purchasing decisions on customer satisfaction. Rukita Co-Living has succeeded in offering unit prices to suit customer needs and also adequate facilities, but Rukita Co-Living must find out about what facilities customers need. In addition, Rukita Co-Living must also seek to differentiate Co-Living from other dwellings in order to survive in the residential market.
Metta S. Halim - Personal Name
Batch 3
NONE
Text
Indonesia
Podomoro University
2020
Jakarta
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