Pengaruh Kualitas Produk, Citra Merek Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Dengan Kepuasan Pelanggan Sebagai Variabel Intervening Pada UD. Bismillah Farm Mlandingan Situbondo
Abstract
The purpose of this study is to determine the Influence of Product Quality, Brand Image and Service Quality on Purchasing Decisions with Customer Satisfaction as an Intervening Variable at UD. Bismillah Farm Mlandingan Situbondo. The sampling technique used in this study was simple random sampling of 97 consumers. Data analysis and hypothesis testing in this study used the Structural Equation Model - Partial Least Square (PLS-SEM). The results of the study indicate that Product Quality has a significant positive effect on Customer Satisfaction, Brand Image has a significant positive effect on Customer Satisfaction, Service Quality has a significant positive effect on Customer Satisfaction, Product Quality has a significant negative effect on Purchasing Decisions, Brand Image has a positive and significant effect on Purchasing Decisions, Service Quality has a positive but not significant effect on Customer Satisfaction, Customer Satisfaction has a significant positive effect on Purchasing Decisions, Product Quality has a significant positive effect on Purchasing Decisions through Satisfaction Customers, Brand image has a significant positive effect on Purchasing decisions through Customer satisfaction, Service quality has a positive but not significant effect on Purchasing decisions through Customer satisfaction.
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