PENGARUH KUALITAS PRODUK DAN KEPERCAYAAN TERHADAP KEPUASAN KONSUMEN DENGAN KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL INTERVENING PADA PABRIK TAHU DUA PUTRI PANJI SITUBONDO

Abstract

The importance of marketing in the business world lies in its role as a bridge between companies and customers . One of the crucial aspects of marketing is the relationship between product quality and customer satisfaction . When product quality meets consumer expectations , this results in satisfaction , which in turn can form customer loyalty . This loyalty then drives positive interactions that serve to attract new customers . This study aimed to analyze and test the effect of product quality and trust on customer satisfaction with purchasing decisions as an intervening variable at Dua Putri Tofu Factory , Panji , Situbondo . The population in this study were consumers of the Dua Putri Tofu Factory . The sampling technique was determined by simple random sampling . Data analysis and hypothesis testing in this study using the Structure Equation Model - Partial Least Square ( PLS - SEM ).

The results of the direct effect hypothesis test using the Smart PLS 3.0 application show that product quality has a significant effect on purchasing decisions , trust has a significant effect on purchasing decisions , product quality has a positive but insignificant effect on customer satisfaction , trust has a significant effect on customer satisfaction , purchasing decisions have a significant effect on customer satisfaction , product quality has a positive but insignificant effect on customer satisfaction through purchasing decisions , trust has a positive but insignificant effect on customer satisfaction : through purchasing decisions.