PENGARUH KETERSEDIAAN PRODUK DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN CASE HANDPHONE DI TOKO DEVI PONSEL DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING

The purpose of this research was to determine the influence of product availability and word of mouth on the decision to purchase cellphone cases at the Devi Mobile Shop with customer satisfaction as an intervening variable. The sample in this research is Devi Mobile Shop. The sampling technique used was a sampling technique using the Slovin formula, totaling 54 people. Data collection techniques in this research used questionnaires and interviews. The data analysis technique in this research uses the SEM Analysis analysis method with Smart PLS 3.0 software with data analysis techniques carried out starting from descriptive
statistical analysis and then using Partial Least Squares (PLS). Based on the results of the research and discussion in this research, it is known that the product availability and word of mouth variables have an effect on customer satisfaction, the product availability and word of mouth variables have no effect on purchasing decisions, the customer satisfaction variable has an effect on purchasing
decisions, the product availability variable has an effect on decisions. purchases with customer satisfaction as an intervening variable, and the word of mouth variable has no effect on purchasing decisions with customer satisfaction as an intervening variable.