The Determinans Of Purchase Decision Through Customer Satisfaction Moderated By Social Media Marketing On Traditional Product Of Micro Small And Medium Entereprises (Msmes) Of Central Kalimantan

Abstract

The research is to analyze the determinants of purchase decision through customer satisfaction moderated by social media marketing on traditional product of Micro, Small and Medium Enterprises of Central Kalimantan. The research is the quantities research. The measured variables are product (X1), price (X2), place (X3), promotion (X4), people (X5), process (X6), physical evidence (X7), local culture (X8) , customer satisfaction (Z), purchase decision (Y) and social media marketing (M). The research findings are 1). Product (Sig 0.003), price (Sig. 0.020), and physical evidence (0.009) have significant effects on purchase decision, meanwhile, other variables do not have partial effects. 2). Price (sig.0.001), people (sig.0.024), process (sig.0.033), customer satisfaction (sig.0.006), social media marketing (sig.0.011) have significant effect on purchase decision. 3). Social media marketing moderates customer satisfaction on purchase decision with sig 0.011. 4). Culture theory constitutes life style, demography and social classes are unable to be applied for traditional product Bajakah Kalalawit. The research novelties are as follows : 1). Local culture in the efficacy preceptive of how the product is consumed. (2). Knowledge and experiences as the indicators of people variable. The culture of Dayak’s tribe to buy and to consume Bajakah Kalalawit is more about the benefits of consuming it naturally and local traditional traditions of Belom Bahadat,Batang Garing, and Handep Tuntung Hadahup rather than buying the manufacturer products or getting profit as much as possible.