Pengaruh Brand Image, Harga, Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Dengan Keputusan Pembelian Sebagai Variabel Intervening Pada Butik Mayang Situbondo
Abstract
This study aims to analyze the effects of price, brand image, and service quality on purchase decisions and customer satisfaction, as well as to examine the role of purchase decisions as an intervening variable. The object of this research is Butik Mayang, a fashion retail store. This study employed a quantitative approach using a survey method, in which data were collected through questionnaires distributed to consumers who had made purchases. The sampling technique used was purposive sampling, while data analysis was conducted using the Partial Least Squares (PLS). The results indicate that price and brand image have positive but insignificant effects on purchase decisions, whereas service quality has a positive and significant effect on purchase decisions. Furthermore, price, brand image, service quality, and purchase decisions were found to have positive but insignificant effects on customer satisfaction. The indirect effect analysis also shows that price, brand image, and service quality do not significantly influence customer satisfaction through purchase decisionsas an intervening variable.
References
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Strandberg, C., Styvén, M. E., & Hultman, M. (2020). Places in good graces: The role of emotional connections to a place on word-of-mouth. Journal of Business Research, 119, 444–452. https://doi.org/https://doi.org/10.1016/j.jbusres.2019.11.044
Sugiyono. (2014). Metodologi Penelitian Kuantitatif, Kualitatif dan R & D.
Suzanto, B. (2023). The Influence of Brand Image and Price on Purchase Decision ( Study on One E-Commerce ). 16(2), 240–250.
Zewudie, S., & Desta, E. (2024). The Effect of Green Marketing on Brand Image and Purchase Decision : Evidence from Systematic Review of Literature. 7(1), 121–134.
Zhong, J., & Chen, T. (2023). Antecedents of mobile payment loyalty: An extended perspective of perceived value and information system success model. Journal of Retailing and Consumer Services, 72, 103267. https://doi.org/https://doi.org/10.1016/j.jretconser.2023.103267
Zhu, X., Lu, Z., (Henry) Wu, G., & Tian, H. (2024). How to acquire customer loyalty in online retailing industry? An empirical study from service recovery perspective. Electronic Commerce Research and Applications, 65, 101385. https://doi.org/https://doi.org/10.1016/j.elerap.2024.101385
Alsmadi, S., Qassem Hailat, K., Bazi, S., & al-Haddad, H. B. (2024). The influence of consumer awareness in the digital era on the selection of smartphones: A study among Jordanian university students. Heliyon, 10(4), e25635. https://doi.org/https://doi.org/10.1016/j.heliyon.2024.e25635
Audina, N. (2022). How Consumer Trust Moderating Effect on Purchase Intention of Halal Food Product ? 10(7).
Cuesta-Valiño, P., Gutiérrez-Rodríguez, P., & García-Henche, B. (2022). Word of mouth and digitalization in small retailers: Tradition, authenticity, and change. Technological Forecasting and Social Change, 175, 121382. https://doi.org/https://doi.org/10.1016/j.techfore.2021.121382
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2018). Multivariate Data Analysis (8th ed.). In Cengage Learning.
Jave-Chire, M., Alvarez-Risco, A., & Guevara-Zavaleta, V. (2025). Footwear industry’s journey through green marketing mix, brand value and sustainability. Sustainable Futures, 9, 100561. https://doi.org/https://doi.org/10.1016/j.sftr.2025.100561
Kotler, P., & Armstrong, G. (2016). “Principles of Marketing” (16th ed.). Pearson.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Kotler, Philip, and K. L. K. (2016). Manajemen Pemasaran. Edisi J. Jakarta: Erlangga.
Kühn, S. W., Spies, H., & Petzer, D. J. (2019). Online servicescape dimensions as predictors of website trust in the South African domestic airline industry. Southern African Business Review, 19(1), 44–71. https://doi.org/10.25159/1998-8125/5833
Kumala, S., & Trust, B. (2025). The Effect of Price , Brand Trust , and Brand Image on Smartphone Purchase Decisions. 13(4), 2207–2218. https://doi.org/10.37641/jimkes.v13i4.3371
Kusuma, T. M., & Hermawan, D. (2020). Pengaruh Kualitas Pelayanan dan Social Influence Terhadap Keputusan Pembelian Menggunakan Online Food Delivery Service. Jurnal Ekonomi & Manajemen Universitas Bina Sarana Informatika, 18(2), 176–180.
Lamrhari, S., Ghazi, H. El, Oubrich, M., & Faker, A. El. (2022). A social CRM analytic framework for improving customer retention, acquisition, and conversion. Technological Forecasting and Social Change, 174, 121275. https://doi.org/https://doi.org/10.1016/j.techfore.2021.121275
Lu, Y., & Zhang, J. (2025). Balancing identity diversity and product contexts: Understanding consumer trust in AI-enhanced chatbot services. Journal of Retailing and Consumer Services, 84, 104205. https://doi.org/https://doi.org/10.1016/j.jretconser.2024.104205
Nofrizal, Juju, U., Sucherly, N, A., Waldelmi, I., & Aznuriyandi. (2023). Changes and determinants of consumer shopping behavior in E-commerce and social media product Muslimah. Journal of Retailing and Consumer Services, 70, 103146. https://doi.org/https://doi.org/10.1016/j.jretconser.2022.103146
Pandey, P., & Singh, J. P. (2025). Generating product reviews from aspect-based ratings using large language models. Journal of Retailing and Consumer Services, 84, 104244. https://doi.org/https://doi.org/10.1016/j.jretconser.2025.104244
Raga, Hendryan Edwinto, A. A. P. dan N. P. N. A. (2021). Pengaruh Digital Marketing, Kualitas Produk dan Harga Terhadap Minat BeliPada Produk Kuliner Tegal Dadong. Jurnal Values, ISSN: 2721-6810. Vol.2No.2.
Rahayu, S., Limakrisna, N., & Purba, J. H. V. (2021). The Influence Of Brand Image , Online Service Quality , And Of Use On Purchase Decisions On With Trust As A Mediation Variable. 629–639.
Rehman, A., Raheel, S., Ullah, A., & Han, H. (2025). Acta Psychologica Eco-driven choices : Green marketing orientation intervention toward green purchase intention in the home appliances industry. Acta Psychologica, 258(June), 105125. https://doi.org/10.1016/j.actpsy.2025.105125
Sánchez Jiménez, M. Á., Gómez Carmona, D., & Moral Moral, M. (2024). Evolution of the impact of social media in hospitality: A bibliometric analysis. Journal of Destination Marketing & Management, 31, 100868. https://doi.org/https://doi.org/10.1016/j.jdmm.2024.100868
Shahid, S., Maseeh, H. I., Jebarajakirthy, C., Kumar Sharma, B., Saha, R., & Gupta, S. (2025). Consumer confusion: A meta-analytic review. Journal of Business Research, 192, 115294. https://doi.org/https://doi.org/10.1016/j.jbusres.2025.115294
Strandberg, C., Styvén, M. E., & Hultman, M. (2020). Places in good graces: The role of emotional connections to a place on word-of-mouth. Journal of Business Research, 119, 444–452. https://doi.org/https://doi.org/10.1016/j.jbusres.2019.11.044
Sugiyono. (2014). Metodologi Penelitian Kuantitatif, Kualitatif dan R & D.
Suzanto, B. (2023). The Influence of Brand Image and Price on Purchase Decision ( Study on One E-Commerce ). 16(2), 240–250.
Zewudie, S., & Desta, E. (2024). The Effect of Green Marketing on Brand Image and Purchase Decision : Evidence from Systematic Review of Literature. 7(1), 121–134.
Zhong, J., & Chen, T. (2023). Antecedents of mobile payment loyalty: An extended perspective of perceived value and information system success model. Journal of Retailing and Consumer Services, 72, 103267. https://doi.org/https://doi.org/10.1016/j.jretconser.2023.103267
Zhu, X., Lu, Z., (Henry) Wu, G., & Tian, H. (2024). How to acquire customer loyalty in online retailing industry? An empirical study from service recovery perspective. Electronic Commerce Research and Applications, 65, 101385. https://doi.org/https://doi.org/10.1016/j.elerap.2024.101385
Published
2025-06-09
How to Cite
NAFILA, Mahabbatin et al.
Pengaruh Brand Image, Harga, Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Dengan Keputusan Pembelian Sebagai Variabel Intervening Pada Butik Mayang Situbondo.
Journal of Digital Business Research, [S.l.], v. 2, n. 1, p. 10 - 20, june 2025.
Available at: <https://unars.ac.id/ojs/index.php/JDBR/article/view/7266>. Date accessed: 18 feb. 2026.
doi: https://doi.org/10.36841/jdbr.v2i1.7266.
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Articles
