PENGARUH CITRA MEREK, ATMOSFER, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MELALUI KEPUASAN PELANGGAN

Abstract

This research is meant to find out the influence of brand image, atmosphere, and price to the purchasing decision
which is mediated by customer satisfaction. The population of this research is all customers of “de_Kalosi” cafe
which is located on Jalan Keputih Tegal No.32 Surabaya. The sample collection technique has been carried out
by using purposive sampling and the numbers of samples are 100 respondents. The analysis technique has been
done by using path analysis. The result of the test shows that brand image and atmosphere does not have any
significant influence to the customer satisfaction. Price has significant influence to the customer satisfaction.
Customer satisfaction has significant influence to the purchasing decision. Brand image does not have any
significant direct influence to the purchasing decision, but atmosphere and price has significant influence to the
purchasing decision. It indicates that the path of brand image and atmosphere cannot be linked indirectly to the
purchasing decision through customer satisfaction because the path is not significant. Meanwhile, price has
significant influence to the purchasing decision through customer satisfaction can be linked because all
coefficient values show significant path. This result shows that when someone decides to conduct purchasing, it
is influenced by price and it will increase, when it is linked to the customer satisfaction variable.

Keywords: brand image, atmosphere, price, customer satisfaction, purchasing decision.