顾客满意度对 KFC AHMAD YANI PADANG 的绿色营销和品牌形象对顾客购买决策的影响

Geby Hendriani
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摘要

本研究旨在通过肯德基艾哈迈德-亚尼-巴东店的顾客满意度这一干预变量,确定绿色营销和品牌形象对顾客购买决策的影响程度。本研究由两个自变量(即绿色营销和品牌形象)和一个变量(顾客购买决策)以及干预变量(顾客满意度)组成。采用的分析方法是路径分析。本研究的数据收集方法是由受访者(即肯德基艾哈迈德亚尼巴东店的顾客)填写调查问卷。根据部分检验(t 检验)得出的结果是:a) 绿色营销对肯德基 Ahmad Yani Padang 的顾客满意度没有显著影响;b) 品牌形象对顾客满意度有显著影响;c) 绿色营销对购买决策有显著影响;d) 品牌形象对购买决策有显著影响;e) 顾客满意度对购买决策有显著影响;f) 顾客满意度可以调节绿色营销对购买决策的影响;g) 顾客满意度不能调节沟通对购买决策的影响。
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CUSTOMER SATISFACTION MEDIATES GREEN MARKETING AND BRAND IMAGE ON CUSTOMER PURCHASING DECISIONS AT KFC AHMAD YANI PADANG
This study aims to determine how much influence green marketing and brand image have on customer purchasing decisions through customer satisfaction as an intervening variable at KFC Ahmad Yani Padang. This study consists of two independent variables, namely green marketing and brand image and one variable of customer purchasing decisions and intervening variable customer satisfaction. The analytical method used is path analysis. The method of data collection in this study was to use a questionnaire filled out by respondents, namely KFC Ahmad Yani Padang customers. The results obtained based on the Partial Test (t test) obtained: a) there is no significant effect of green marketing on customer satisfaction at KFC Ahmad Yani Padang, b) there is a significant influence of brand image on customer satisfaction, c) there is a significant influence of green marketing on decisions purchasing, d) there is a significant influence of brand image on purchasing decisions, e) there is a significant influence of customer satisfaction on purchasing decisions, f) customer satisfaction can mediate the effect of green marketing on purchasing decisions. g) customer satisfaction cannot mediate the effect of communication on purchasing decisions.
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