PENGARUH KUALITAS PRODUK DAN HARGA DIMEDIASI KEPUASAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PADA PERSAUDARAAN ART GLASS

Abstract

Consumer’s buying decision is one of the important aspects for company, as it is considered as valuable asset. Besides, there are also important aspecets that are related namely product quality, price, and customer satisfaction. This research aimed to examine the effect of product quality and price which were intervened by consumer’s satisfaction on consumer’s buying decision. The population was Art Glass Brotherhood. Moreover, the research was causal-comparative with quantitative as the approach. This kind of research aimed to find out the causal relationship and the efffect between two or more variables. Furthermore, there were 100 samples. In addition, the data analysis technique used path analysis with SPSS. The research result concluded product quality had positive and significant effect on consumer’s satisfaction. Likewise, price had positive and significant effect on consumer’s satisfaction. While, product quality as well as consumer’s satisfaction had postive and significant effect on consumer’s buying decision. On the other hand, price had positive but insignificant on consumer’s buying decision.
keywords: product quality, price, consumer’s satisfaction, consumer’s buying decision.