The Effect of Service Quality, Promotion, and Customer Satisfaction on Wizzmie Purchase Decisions in Makassar City
Keywords:
Service Quality, Promotion, Customer Satisfaction, Purchasing Decision, Wizzmie
Abstract
This study aims to analyze the influence of service quality, promotion, and customer satisfaction on purchasing decisions of Wizzmie consumers in Makassar City. Using a quantitative approach, data were collected through questionnaires from 100 respondents who had made purchases in the last three months. The analysis was conducted using the Structural Equation Modeling (SEM) method to determine the direct and indirect effects between variables. The results showed that service quality and promotion had a significant effect on customer satisfaction, which in turn influenced purchasing decisions. In addition, the three independent variables—service quality, promotion, and customer satisfaction—had a positive and significant effect on purchasing decisions. Customer satisfaction was the most dominant variable in influencing purchasing decisions. These findings provide strategic implications for Wizzmie managers in improving service quality and promotion effectiveness to encourage consumer loyalty and purchasing decisions.
References
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Ilmu, J., Dan, K., Politik, S., & Suherkiwando, M. (2024). Analis Media Promosi Di Instagram Pada Pohaci Mocktail Bar. 02(02), 167–179.
Irvan, D., Prasetyo, N., & Sintawati, D. N. (2025). Pemanfaatan Aplikasi Tiktok Sebagai Alat Branding Dan Promosi Hasil Usaha Home Industry Jam Digital Mauquta Tauqoly. 3(4), 5212–5225.
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Leovina, R., & Utomo, S. B. (2023). Pengaruh kualitas layanan, promosi, dan kepuasan pelanggan terhadap keputusan pembelian Wizzmie di Surabaya. Jurnal Ilmu Dan Riset Manajemen (JIRM), 12(12).
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Manajemen, J., & Iqbal, T. (2024). Dampak Persepsi Konsumen dan Pelayanan terhadap Keputusan Pembelian : Studi Empiris di Sektor Kuliner Abstrak. 1(2), 45–57.
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Oktaviani, V., & Wahyuni Tunggal Dewi, T. (2024). Pengaruh Kualitas Layanan dan Promosi terhadap Kepuasan Konsumen Pada E-Commerce. Jurnal ARASTIRMA Universitas Pamulang, 4(Agustus), 327–340.
Pratiwi Syifa Puspa, Amelia Kiki Rizki, Adiningsih Wahyu, & Anggraini Sewaka Katry. (2022). PENGARUH PROMOSI DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA ROUTINE COFFEE & EATERY DI TANGERANG SELATAN. Jurnal Perkusi Pemasan, Keuangan Dan Sumber Daya Manusia, 4, 547–554.
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Rahmawati, Y., Widayati, C. C., & Perkasa, D. H. (2023). Pengaruh Cita Rasa, Harga dan Kualitas Pelayanan Terhadap Kepuasan Konsumen (Studi Kasus Pada Resto Street Sushi Cabang Meruya Jakarta Barat). Jurnal Humaniora, Ekonomi Syariah dan Muamalah, 1(3), 117-127.
Reichheld, F. F. (2021). The one number you need to grow. Harvard business review, 82(6), 133-133.
Reynoso, J. (2020). Satisfaction: A behavioral perspective on the consumer. Journal of Service Management, 21(4), 549-551
Rheza Perwira, F., Nugroho, A., & MWijaya, A. (2024). The Influence of E-Service Quality, Information Quality and Trust on Purchasing Decisions and Their Implications for Customer Satisfaction. INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS), VIII(2), 2307–2325. https://doi.org/10.47772/IJRISS
Shi, Z., & Shang, H. (2020). A review on quality of service and servqual model. In Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics): Vol. 12204 LNCS. Springer International Publishing. https://doi.org/10.1007/978-3-030-50341-3_15
Smith, P. R., & Taylor, J. (2022). Marketing communications: Integrating offline and online with social media. Kogan Page Publishers.
Sukardi, S., Jahid, Md. A., & Hendrawan, S. (2023). E-SERVICE QUALITY AND PROMOTION ON CUSTOMER LOYALTY: THE IMPORTANCE OF CUSTOMER SATISFACTION. Jurnal Fokus Manajemen Bisnis, 13(2), 241–254. https://doi.org/10.12928/fokus.v13i2.9130
Toding, J. S., & Mandagi, D. W. (2022). Dimensi Brand Gestalt Sebagai Prediktor Kepuasan Pelanggan Dan Niat Membeli Ulang Pelanggan UMKM. Jurnal Ilmiah Manajemen Bisnis Dan Inovasi, 9(3), 1167–1185.
Belch, G. E., & Belch, M. A. (2018). Advertising and promotion: An integrated marketing communications perspective. mcgraw-hill.
Buzeta, C., De Pelsmacker, P., & Dens, N. (2023). Sales Promotion Posts Across Different Social Media: A Text-Based Analysis. In Advances in Advertising Research (Vol. XII) Communicating, Designing and Consuming Authenticity and Narrative (pp. 1-22). Wiesbaden: Springer Fachmedien Wiesbaden.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson uk
Fadli, M., Ayuda, F., Musfar, T. F., & Kamar, H. (2023). Purchasing Decisions Study : Pekanbaru Car Dealer Kualitas Produk , Persepsi Harga Dan Strategi Promosi Dalam Meningkatkan Keputusan Pembelian Konsumen Studi : Dealer Mobil Pekanbaru. 4(5), 6125–6137.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2020). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?. Journal of interactive marketing, 18(1), 38-52.
Ilmu, J., Dan, K., Politik, S., & Suherkiwando, M. (2024). Analis Media Promosi Di Instagram Pada Pohaci Mocktail Bar. 02(02), 167–179.
Irvan, D., Prasetyo, N., & Sintawati, D. N. (2025). Pemanfaatan Aplikasi Tiktok Sebagai Alat Branding Dan Promosi Hasil Usaha Home Industry Jam Digital Mauquta Tauqoly. 3(4), 5212–5225.
Kotler, P., & Armstrong, G. (2021). Principles of marketing. Pearson.
Kurniati Ely. (2020). PENGARUH KUALITAS PELAYANAN DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN. Jurnal Equilibiria, 7(2), 100–108.
Leovina, R., & Utomo, S. B. (2023). Pengaruh kualitas layanan, promosi, dan kepuasan pelanggan terhadap keputusan pembelian Wizzmie di Surabaya. Jurnal Ilmu Dan Riset Manajemen (JIRM), 12(12).
Liao, S. H., Hu, D. C., & Chou, H. L. (2022). Consumer Perceived Service Quality and Purchase Intention: Two Moderated Mediation Models Investigation. SAGE Open, 12(4), 1–15. https://doi.org/10.1177/21582440221139469
Manajemen, J., & Iqbal, T. (2024). Dampak Persepsi Konsumen dan Pelayanan terhadap Keputusan Pembelian : Studi Empiris di Sektor Kuliner Abstrak. 1(2), 45–57.
Mulia, I. O., & Fitriyah, Z. (2023). The Impact of E-Service Quality and Sales Promotion on Purchase Decisions in the Zalora Online Shopping Application (Case Study on Zalora Consumers in Surabaya). Jurnal Ekonomi Dan Bisnis Digital, 2(3), 997–1006. https://doi.org/10.55927/ministal.v2i3.4806
Oktaviani, V., & Wahyuni Tunggal Dewi, T. (2024). Pengaruh Kualitas Layanan dan Promosi terhadap Kepuasan Konsumen Pada E-Commerce. Jurnal ARASTIRMA Universitas Pamulang, 4(Agustus), 327–340.
Pratiwi Syifa Puspa, Amelia Kiki Rizki, Adiningsih Wahyu, & Anggraini Sewaka Katry. (2022). PENGARUH PROMOSI DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA ROUTINE COFFEE & EATERY DI TANGERANG SELATAN. Jurnal Perkusi Pemasan, Keuangan Dan Sumber Daya Manusia, 4, 547–554.
Putri Wulandari, P. (2023). PENGARUH PROMOSI DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN MOBIL MEREK TOYOTA (STUDI PADA KONSUMEN PT NASMOCO MAJAPAHIT, SEMARANG).
Rahmawati, N. D., & Kuswati, R. (2022). Stimulus-Organism-Response Model: Antecedent and Consequent Customer Engagement. Proceedings of the International Conference on Economics and Business Studies (ICOEBS 2022), 655(Icoebs), 288–296. https://doi.org/10.2991/aebmr.k.220602.038
Rahmawati, Y., Widayati, C. C., & Perkasa, D. H. (2023). Pengaruh Cita Rasa, Harga dan Kualitas Pelayanan Terhadap Kepuasan Konsumen (Studi Kasus Pada Resto Street Sushi Cabang Meruya Jakarta Barat). Jurnal Humaniora, Ekonomi Syariah dan Muamalah, 1(3), 117-127.
Reichheld, F. F. (2021). The one number you need to grow. Harvard business review, 82(6), 133-133.
Reynoso, J. (2020). Satisfaction: A behavioral perspective on the consumer. Journal of Service Management, 21(4), 549-551
Rheza Perwira, F., Nugroho, A., & MWijaya, A. (2024). The Influence of E-Service Quality, Information Quality and Trust on Purchasing Decisions and Their Implications for Customer Satisfaction. INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS), VIII(2), 2307–2325. https://doi.org/10.47772/IJRISS
Shi, Z., & Shang, H. (2020). A review on quality of service and servqual model. In Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics): Vol. 12204 LNCS. Springer International Publishing. https://doi.org/10.1007/978-3-030-50341-3_15
Smith, P. R., & Taylor, J. (2022). Marketing communications: Integrating offline and online with social media. Kogan Page Publishers.
Sukardi, S., Jahid, Md. A., & Hendrawan, S. (2023). E-SERVICE QUALITY AND PROMOTION ON CUSTOMER LOYALTY: THE IMPORTANCE OF CUSTOMER SATISFACTION. Jurnal Fokus Manajemen Bisnis, 13(2), 241–254. https://doi.org/10.12928/fokus.v13i2.9130
Toding, J. S., & Mandagi, D. W. (2022). Dimensi Brand Gestalt Sebagai Prediktor Kepuasan Pelanggan Dan Niat Membeli Ulang Pelanggan UMKM. Jurnal Ilmiah Manajemen Bisnis Dan Inovasi, 9(3), 1167–1185.
Published
2025-11-26
How to Cite
Hasyim, S. H., & Sri Utami. (2025). The Effect of Service Quality, Promotion, and Customer Satisfaction on Wizzmie Purchase Decisions in Makassar City. International Journal of Economics, Business and Innovation Research, 4(06), 814-827. https://doi.org/10.63922/ijebir.v4i06.2562
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