Pengaruh Brand Image Dan Kualitas Produk Terhadap Keputusan Pembelian Dengan Kepuasan Konsumen Sebagai Mediasi Pada Produk Samsung

Tsalatsa, An Nuur Fatkhan and -, Imron Rosyadi, S.E., M.Si. (2022) Pengaruh Brand Image Dan Kualitas Produk Terhadap Keputusan Pembelian Dengan Kepuasan Konsumen Sebagai Mediasi Pada Produk Samsung. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to determine the effect of brand image and product quality on purchasing decisions with consumer satisfaction as a mediation on Samsung products. The method used in this study is a quantitative research method using a sample of 65 student respondents from the Muhammadiyah University of Surakarta. Sampling using cluster random sampling technique. The data analysis method used in this research is descriptive analysis method and SEM-PLS. Data processing is done using SmartPLS 3.0 software for Windows. The results of the Path Coefficient test show a t-statistic value > 1.96 and a p-value < 0.05 which means that brand image has a positive and significant influence on consumer satisfaction and purchasing decisions, product quality has a positive and significant influence on customer satisfaction. consumers but product quality has no influence on purchasing decisions because p-value > 0.05 and consumer satisfaction has a significant influence on purchasing decisions with p-value 0.049 < 0.05.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Brand Image, Product Quality, Customer Satisfaction and Buying Decision
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	AN NUUR FATKHAN TSALATSA
Date Deposited:	26 Jul 2022 04:36
Last Modified:	26 Jul 2022 04:36
URI:	http://eprints.ums.ac.id/id/eprint/101876

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