PENGARUH DIGITAL MARKETING DAN INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN ULANG MELALUI KEPUASAN KONSUMEN SEBAGAI VARIABEL MEDIASI PADA UMKM DI KAWASAN PAHLAWAN STREET CENTER (PSC) KOTA MADIUN

Fatiha, Zelica Trixy (2026) PENGARUH DIGITAL MARKETING DAN INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN ULANG MELALUI KEPUASAN KONSUMEN SEBAGAI VARIABEL MEDIASI PADA UMKM DI KAWASAN PAHLAWAN STREET CENTER (PSC) KOTA MADIUN. S1 thesis, Universitas PGRI Madiun.

	Text Halaman Depan.pdf Download (936kB)
	Text Abstrak.pdf Download (283kB)
	Text BAB I.pdf Download (514kB)
	Text BAB II.pdf Download (487kB)
	Text BAB III.pdf Restricted to Repository staff only Download (523kB)
	Text BAB IV.pdf Restricted to Repository staff only Download (631kB)
	Text BAB V.pdf Download (302kB)
	Text Daftar Pustaka.pdf Download (266kB)
	Text Lampiran.pdf Restricted to Repository staff only Download (4MB)

Abstract

Zelica Trixy Fatiha, 2026. The Influence of Digital Marketing and Product Innovation on Purchasing Decisions Through Consumer Satisfaction as a Mediating Variable in MSMEs in the Zelica Trixy Fatiha, 2026. The Influence of Digital Marketing and Product Innovation on Repurchase Decisions Mediated by Consumer Satisfaction among MSMEs in the Pahlawan Street Center (PSC) Area, Madiun City. Management Study Program, Faculty of Economics and Business, Universitas PGRI Madiun. Supervisor I: Dr. Heny Sidanti, S.E., M.M. Supervisor II: Dian Citaningtyas Ari Kadi, S.E., M.M. This study aims to obtain empirical evidence regarding the influence of digital marketing and product innovation on repurchase decisions, mediated by consumer satisfaction, among MSMEs in the Pahlawan Street Center (PSC) area of Madiun City. The study employs a quantitative approach with a descriptive research design. The sample consists of 385 respondents selected using purposive sampling. Data were collected via questionnaires and analyzed using SPSS 25. The results indicate that digital marketing and product innovation have a positive and significant influence on both repurchase decisions and consumer satisfaction. Consumer satisfaction also has a positive and significant influence on repurchase decisions. Furthermore, consumer satisfaction was found to mediate the influence of digital marketing and product innovation on repurchase decisions among MSMEs in the Pahlawan Street Center (PSC) area of Madiun City.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Digital Marketing, Inovasi Produk, Kepuasan Konsumen, Keputusan Pembelian Ulang. Digital Marketing, Product Innovation, Consumer Satisfaction, Repurchase Decision
Subjects:	A Social Sciences > HB Economic Theory A Social Sciences > HF Commerce A Social Sciences > HG Finance
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	FATIHA TRIXY ZELICA
Date Deposited:	19 Oct 2026 04:31
Last Modified:	19 Oct 2026 04:31
URI:	http://eprint.unipma.ac.id/id/eprint/10449

Actions (login required)

View Item