Purchase Decision as a Distribution and Promotion Mediator Building Satisfaction of Customers of SGM Milk Products in Surabaya City

Abstract

The city of Surabaya is the second largest city in Indonesia. The community is dynamic with the many mothers who become workers and must leave their children. In fulfilling nutritional needs for their children, there are many alternative brands of formula milk available in minimarkets and supermarkets in the city of Surabaya. SGM Milk is a market leader in marketing formula milk, an interesting thing to do is research on the marketing strategies that are carried out. How consumers determine purchasing decisions that become distribution and promotion mediators in building customer satisfaction. This study used a sample of 117 respondents who were buying mothers who were buying SGM milk more than once. Hypothesis testing in this study used the AMOS version 19.0 program. The results of this study distribution and promotion variables have a positive and significant effect on purchasing decisions and customer satisfaction. The influence of purchasing decisions on customer satisfaction is higher than distribution and promotion, showing positive purchasing decisions to be distribution and promotion mediators in building customer satisfaction.