Promotion and place advertising combination on positive word of mouth private label product mediated by consumer satisfaction

Endang Siswati
Additional contact information
Endang Siswati: Economic and Business Faculty, Bhayangkara University Surabaya, Indonesia

International Journal of Research in Business and Social Science (2147-4478), 2021, vol. 10, issue 2, 46-53

Abstract: This research uses a quantitative approach, using 25 samples taken from the population, namely consumers of retail companies that sell private label products, including Superindo, Indomaret, and Alfamart. The purpose of this study is to analyze and determine whether the variable customer satisfaction can mediate the effect of promotion and place advertising on positive word of mouth. Data analysis in this research used PLS (Partial Least Square) with the SmartPLS program, which consists of a measurement model, namely convergent validity, discriminant validity and composite reliability, as well as structural models namely R-Square, Q-Square, Path test coefficients to test the significance of influence, and the Sobel test to test for mediation. The results showed that consumer satisfaction was not able to mediate a positive relationship between promotion and positive word of mouth, but promotion had a significant effect on consumer satisfaction. Key Words: Promotion; Place Advertising; Positive Word of Mouth; Private Label Product; Consumer Satisfaction

Date: 2021
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.ssbfnet.com/ojs/index.php/ijrbs/article/view/1083/807 (application/pdf)
https://doi.org/10.20525/ijrbs.v10i2.1083 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:rbs:ijbrss:v:10:y:2021:i:2:p:46-53

Access Statistics for this article

International Journal of Research in Business and Social Science (2147-4478) is currently edited by Prof.Dr.Umit Hacioglu

More articles in International Journal of Research in Business and Social Science (2147-4478) from Center for the Strategic Studies in Business and Finance Editorial Office,Baris Mah. Enver Adakan Cd. No: 5/8, Beylikduzu, Istanbul, Turkey. Contact information at EDIRC.
Bibliographic data for series maintained by Umit Hacioglu ().