MARKETING PROMOTION AND PRICING STRATEGIES: DRIVERS OF CUSTOMER SATISFACTION AND MSME GROWTH
DOI:
https://doi.org/10.61167/jumpe.v3i2.210Keywords:
Marketing Promotion, Pricing Decisions, Customer Satisfaction, MSME GrowthAbstract
This study aims to analyze the effect of marketing promotion and pricing decisions on customer satisfaction and MSME growth in Bekasi. The research approach employed is associative with a quantitative method. The study uses a survey method, and the sample is selected through purposive sampling technique. The sample consists of 156 respondents who own MSMEs in the food and beverage sector in Bekasi. Data were collected through a questionnaire containing 25 questions that the respondents were required to answer. The data analysis technique applied is multiple regression analysis using SmartPLS version 3.0 software, which is evaluated through the outer model and inner model. The results of the study indicate that: (1) marketing promotion has a positive and significant effect on customer satisfaction; (2) pricing decisions have a positive and significant effect on customer satisfaction; (3) customer satisfaction has a positive and significant effect on MSME growth; (4) marketing promotion has a positive and significant effect on MSME growth; (5) pricing decisions have a positive and significant effect on MSME growth; (6) the effect of marketing promotion on MSME growth mediated by customer satisfaction has a positive and significant impact; and (7) the effect of pricing decisions on MSME growth mediated by customer satisfaction has a positive and significant impact.
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