The Influence of Marketing Mix and Service Quality on Purchasing Decisions Mediated by Consumer Satisfaction at Timor Telecom

Abstract

This research aims to determine and analyze the influence of the marketing mix and service quality on purchasing decisions through consumer satisfaction at Timor Telcom Dili Timor Leste. The population in this research is countless customers of Timor Telcom products. The sample size for this research was 100 respondents, who were randomly selected using a technique known as accidental sampling. The data collection techniques include observation, questionnaires, documentation, and a literature study. The data analysis technique in this research uses SMART-PLS. The findings of this research show that: 1) The marketing mix has no effect on consumer satisfaction, 2) Service quality has an effect on consumer satisfaction, 3) Marketing mix has an effect on purchasing decisions, 4) Service quality has no effect on purchasing decisions, 5) Consumer satisfaction has an effect on purchasing decisions, 6) Consumer satisfaction is not able to mediate the influence of the marketing mix on purchasing decisions, 7) Consumer satisfaction can mediate the influence of service quality on purchasing decisions. Conclusion: Despite the limitations of this study, it has several shortcomings in influencing consumer interest in telecommunication services offered by the Timor Telecom Company. Therefore, future researchers are recommended to expand this study and examine other variables, such as product quality, brand image, and brand trust, that were not examined in this research.