Pengaruh Value Creation, Marketing Communication terhadap Value Delivery yang Berdampak pada Pengambilan Keputusan Customer untuk Melakukan Pembelian Produk PT. Aseli Dagadu Djokdja

Abstract

This study aims to analyse the effect of value creation, marketing communication on value delivery which impacts customer decision in making a purchase on PT. Aseli Dagadu Djokdja. This research uses quantitative research method using Structural Equation Modeling (SEM) as a data processing tool. The research technique used in this study was survey research with online questionnaire data collection methods. The number of respondents taken was 417 people. Based on the results of this study, value creation has an effect of 0,14 on value delivery and marketing communication has an effect of 0,53 on value delivery, while value delivery has an effect of 0,68 on purchasing decisions. Value Creation has an effect of 0,18 on purchasing decision and marketing communication has an effect 0,27 on purchasing decision. The findings of this study are expected to contribute and can be implemented in PT Aseli Dagadu Djokdja Business.