PENGARUH FASILITAS DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN DI TOKO SEMBAKO BAROKAH MLANDINGAN DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING

Abstract

The purpose of the study was to determine the effect of facilities and brand
image on purchasing decisions at the Barokah Mlandingan Grocery Store with
Consumer Satisfaction as an Intervening Variable. The sampling technique used
in this study was simple random sampling with the Slovin formula with a tolerable
error rate of 10% as many as 95 people. Data analysis and hypothesis testing in
this study used the Structural Equation Model - Partial Least Square (PLS-SEM)
The results of the direct influence hypothesis test using the Smart PLS 3.0
application, indicate that facilities have a positive and significant effect on
consumer satisfaction, brand image has a positive and significant effect on
consumer satisfaction, facilities have a positive and significant effect on
purchasing decisions, brand image has a negative and insignificant effect on
decisions purchase, consumer satisfaction has a positive and significant effect on
purchasing decisions, facilities have a positive but not significant effect on
purchasing decisions through consumer satisfaction, brand image has a positive
and significant effect on purchasing decisions through consumer satisfaction.