The Influence of Marketing Mix Variables on Purchasing Decisions and Its Impact on Post-Purchase Customer Satisfaction of Royal Garden Residence Bali Housing (Study at PT Properti Bali Benoa)

The research objective is to determine the effect of: marketing mix variables (product, price, location and promotion) on purchasing decision variables, marketing mix variables on customer satisfaction variables, purchasing decision variables on customer satisfaction variables at Royal Garden Residence Bali housing with purchase decisions as a mediating variable. . This research was conducted in the city of Bali, with the object of research being the residential consumers of Royal Garden Residence Bali as the population in this study, with a sample size of 150 respondents and using random sampling techniques. The data collection method is in the form of an online questionnaire via google form and whatsaap due to the situation in Indonesia which is currently being hit by the Covid-19 pandemic. The results of this study indicate that respondents have a good perception of the variable marketing mix, purchase decisions and post-purchase satisfaction Royal Garden Residence Bali. This is because the average value for all research variables is greater than 4 on the Likert scale. The results showed that the marketing mix variable both simultaneously and partially had a positive and significant effect on housing purchase decisions and the marketing mix variable had a positive and significant effect both simultaneously and partially on consumer satisfaction after purchasing Royal Garden Residence Bali housing, and purchasing decisions had a positive and significant effect. significant on consumer satisfaction after purchasing the Royal Garden Residence Bali housing. Then the research also proves that there is an indirect influence of the marketing mix variable on consumer satisfaction after purchasing the Royal Garden Residence Bali housing through the purchase decision. Promotion is the most dominant variable in increasing consumer purchasing decisions for Royal Garden Residence Bali housing.


A B S T R A C T
The research objective is to determine the effect of: marketing mix variables (product, price, location and promotion) on purchasing decision variables, marketing mix variables on customer satisfaction variables, purchasing decision variables on customer satisfaction variables at Royal Garden Residence Bali housing with purchase decisions as a medi ating variable. . This research was conducted in the city of Bali, with the object of research being the residential consumers of Royal Garden Residence Bali as the population in this study, with a sample size of 150 respondents and using random sampling techniques. The data collection method is in the form of an online questionnaire via google form and whatsaap due to the situation in Indonesia which is currently being hit by the Covid-19 pandemic. The results of this study indicate that respondents have a good perception of the variable marketing mix, purchase decisions and post-purchase satisfaction Royal Garden Residence Bali. This is because the average value for all research variables is greater than 4 on the Likert scale. The results showed that the marketing mix variable both simultaneously and partially had a positive and significant effect on housing purchase decisions and the marketing mix variable had a positive and significant effect both simultaneously and partially on consumer satisfaction afte r purchasing Royal Garden Residence Bali housing, and purchasing decisions had a positive and significant effect. significant on consumer satisfaction after purchasing the Royal Garden Residence Bali housing. Then the research also proves that there is an indirect influence of the marketing mix variable on consumer satisfaction after purchasing the Royal Garden Residence Bali housing through the purchase decision. Promotion is the most dominant variable in increasing consumer purchasing decisions for Royal Garden Residence Bali housing.

Introduction
The level of need to own a place to live (house ) is currently increasing. Where population growth continues to increase coupled with the flow of urbanization that never recedes, the need for housing becomes one of the basic human needs that are felt to be very urgent. Apart from its main function as a residence for its residents, it is also a measure of the existence of the owner's social status. People often buy houses for econom i c purposes, which are apart from being a place to live, as well as a place to carry out busine s s activities.
As the largest tourist city in Indonesia, Bali is a large city that is visited by people from various regions and foreign tourists in various countrie s with different interests. This situation will of course affect the increasing need for housing. The The purchase decision process begins with the introducti on of needs where at this stage consumers will identify the product / service to meet their needs. Furthermore, consumers will search for information related to the products / services they need. The more information that is obtaine d, the level of knowledge and consu me r awareness of the product will also increase. Afte r buying a product, consumers will experience a certain level of satisfaction or dissatisfaction. The marketer's task does not end there when the product is purchase d. Marketers must monitor post-purchase satisfaction, post-purchase actions and post-p urchase product usage. So it can be concluded that the more effective the com pa n y applies the marketing mix, it will increase purchasing decisions which have an impact on increasing customer satisfaction.
Based on Edi Sugiono and Sri Widiastutik in Kotler (2001), consumer satisfaction is a func tion of how close the buyer's expectations are for a product with the perceived usefulness of the product. Therefore, purchasing decisions have a positive and significant effect on consu me r satisfaction after purchasing a product. If the product performance is lower than expectatio n s, the buyer will disappointe d. Conversely, if the prod u ct performance is higher than consu me r expectations, the buyer will be satisfied. These feelings will decide whether consumers will buy back the product they have bought and decide to become a customer of the product or refer the product to others.  Zarrad and Debabi (2015) stated that purchase intention is a motivati o n al factor that has a significant influence on a person's behavior to decide to purchase a prod u ct in order to get perceived satisfaction.  This is what makes researchers interested in knowing whether there is a marketing strate gy that is carried out to influence consu me r purchasing decisions and affect the impact of post-purchase consumer satisfaction. Based on the description above, a study was conducte d with Bali.

Literature Review
Marketing Mix Variable Kotler and Armstrong (1997: 48), explain that the Marketing Mix is a tactical marketing tool that can be controlled and matched by the company to produce the desired response in the target marke t.
Stanton which is translated by Swastha (2005) states that: "The marketing mix is a combinati o n of four variables or activities which are the core of the company system, namely: product, price system, distribution and promotion". It can be concluded that the meaning of the marketing mix, according to the author, is a combination of the four variables that form the core of the marke ting system where each variable can be controlled and used by the company to influence target marke t demand.

Product
According to Payne (2001: 156), products are defined as an overall conce pt of objects and processes that provide various values to customers. Then the product has the meaning of a combination of "goods or services" that the company offers to the target market (Kotler and Armstrong 1997: 48). The product is conside re d very important because in a restaurant, the product begins to be felt by the customer when the customer consume s the product he has bought.

Price
Price can be one of the determinants in customer purchasing decisions, but in determining the price of a company or restaurant, it must pay attention to its suitability with the product. According to Ratih Anggoro Wilis and Andini Nurwulandari in Kotler (2020), it define s that price is the amount of money that custo me rs have to pay to get a product. According to Budi (2013: 100), price is one of the indicators used as a consideration in choosing a product by customers where price is able to win the hearts of customers and potential customers in making a decision.

Place
Location is a company activity to make products available to target consumers (Kotler and Armstrong 1997: 49). According to Budi (2013: 104), place is synonymo us with distributi o n channels and location.
In marketing, the distribution channel is the most critical decision, because it will influence other marke ting decisions. Place is an important compone n t, because even though the company has a good product at an affordable price, its location is difficult for customers to access, this is conside re d useless.
Promotion Kotler and Armstrong (1997: 49) argue that promotion is an activity that communic ate s

Customer Satisfaction
Satisfaction is a compone nt that is conside re d important for a company, because the achievement of customer satisfaction will be able to get customer loyalty. According to Gulid (2013: 18), the marketing literature has identified several factors that influence satisfaction, such as product, price, location and promotion. The aforementione d statements imply that service marketing mix (4Ps) has a strong impact on satisfaction and loyalty. This means that the marketing literature has identified the factors tha t affect satisfaction: product, price, location and promotion. The report implies that the service marketing mix (4Ps) has a strong impact on satisfaction and loyalty.

Research Method
According to Churchill and Hair et al. (1998)

Hypothesis Model
The hypothesis model used is:  Confirmation analysis is used to test a conce pt that is built using several measurable indicators.
The confirmatory model suitability test is tested  The test shows significant results with a significance value of *** meaning the probabilit y <0.05, thus hypothesis 5 can be accepted.

Hypothesis Testing 6
H6: Price has a positive and significant effect on Customer Satisfaction.
The test shows significant results with a significance value of *** meaning that the probability <0.05, thus hypothesis 6 can be accepted.

Hypothesis Testing 7
H7: Location has a positive and significant effect on Customer Satisfaction.
The test shows significant results with a significance value of 0.010, which means that the probability <0.05, thus hypothesis 7 can be accepted.

Hypothesis Testing 8
H8: Promotion has a positive and significant effect on consumer satisfaction.
The test shows significant results with a significance value of 0.026, meaning that the probability <0.05, thus hypothesis 8 can be accepted.

Hypothesis Testing 9
H9: Purchasing Decisions have a positive and significant effect on Customer Satisfaction The test shows significant results with a significance value of *** meaning the probabilit y <0.05, thus hypothesis 9 can be accepted.

Hypothesis Testing 10
H10: Products have a positive and significant effect on consumer satisfaction through purchasing decisions.
The test shows significant re sults with the t value of 4.225 (greater than 1.65), thus the hypothe sis 10 can be accepted.

Hypothesis Testing 11
H11: Price has a positive and significant effect on consumer satisfaction through purcha sin g decisions.
The test shows significant results with the t value of 2,699 (greater than 1.65), thus hypothesis 11 can be accepted.

Hypothesis Testing 12
H1: Location has a positive and significant effect on customer satisfaction through purcha sin g decisions.
The test shows significant results with the t value of 4.025 (greater than 1.65), thus hypothesis 12 can be accepted.

Hypothesis Testing 13
H13: Promotio n has a positive and significant effect on consumer satisfaction through purchasing decisions.
The test shows significant results with the t value of 5.185 (greater than 1.65), so hypothesis 13 can be accepted.    Kotler and Armstrong (1997: 48), said that the marketing mix is a tactical marketing tool that can be controlled by the company to get the desired response to the target market. The desired response is of course the customer's decision to buy a product or service. Tse and Wilton in Tjiptono and Chandra (2011: 295), argue that customer satisfaction is a customer response to evaluating the perception of the difference between initial expectations (certain performance standards) and the actual perceived performance of the product after product consumption. This means that to be able to feel customer satisfaction, you must first buy and experience the product / service that has been purchased.

Conclusion
From the results of research on the influence of marketing mix variables on purchasing decisions that have an impact on consumer satisfaction after purchasing housing Royal Garden Residence Bali as follows: The results showed that the marketing mix The results also prove that the purchase decision also has an influence on post-purchase satisfaction at the Royal Garden Residence Bali.
The results also prove that there is an indirect effect of marketing mix variables on post-purchase satisfaction at Royal Garden Residence Bali through purchasing decisions.