Journal of Business and Applied Management
Vol 10, No 1 (2017): JOURNAL OF BUSINESS & APPLIED MANAGEMENT

PENGARUH PERSEPSI HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN YANG DIMEDIASI KEPUASAN KONSUMEN

Pardede, Ratlan (Unknown)
Haryadi, Tarcicius Yudi (Unknown)



Article Info

Publish Date
17 Nov 2017

Abstract

This study aims to determine the influence of the perception of price and product quality on consumer purchasing decisions which is mediated by satisfaction on Indomaret mini market Rorotan North Jakarta. Indomaret mini market is engaged in the retail sale of goods which needs to pay attention to the behavior of consumers to make decisions.This research is a quantitative survey approach that seeks to know how the influence of the perception of price and product quality on consumer purchasing decisions with customer satisfaction as an intervening variable. Data collection techniques are by using questionaire. The test instrument is used for testing the validity and reliability. As for the technique of data analysis, SEM is used. The study concludes : 1) price perception has a positive and significant effect on customer satisfaction, 2)price perception has not positive and significant effect on consumer purchasing decisions, 3) product quality has a positive and significant effect on customer satisfaction, 4) product quality has not positive and significant effect on consumer purchasing decisions, 5). consumer satisfaction has a positive and significant effect on consumer purchasing decisions, 6). Consumer satisfaction has effect on consumer purchasing decision to mediate price perception and product quality.Keywords: price, product, consumer satisfaction, consumer purchasing

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Journal Info

Abbrev

business-applied-management

Publisher

Subject

Economics, Econometrics & Finance

Description

Journal of Business and Applied Management is an academic journal published twice annually (March-September) by Department of Management in Master Degree of Universitas Bunda Mulia. ...