Influence of Price, Promotion, and Product Quality on Customer Purchase Decisions through Customer Satisfaction as an Intervening Variable at Cafe Mursida Jember

Abstract

This study aims to determine the influence of Price, Promotion, and Product Quality on Purchase Decisions through Customer Satisfaction as an Intervening Variable at Café Mursida Jember." The primary objective of this research is to analyze both the direct and indirect effects of price, promotion, and product quality on consumers’ purchase decisions, with customer satisfaction serving as an intervening variable. The research adopts a quantitative approach involving a sample population of 50 respondents. The sampling technique used is accidental sampling, where participants are selected based on their availability and relevance to the study criteria. Data analysis was conducted using the Structural Equation Modeling (SEM) method with the aid of AMOS version 20 software. The findings reveal that price, promotion, and product quality do not have a significant direct impact on customer satisfaction. However, price and product quality were found to have a direct influence on purchase decisions, whereas promotion did not exhibit a significant direct effect. Furthermore, the results indicate that price, promotion, and product quality do not indirectly influence purchase decisions through customer satisfaction.

Keywords: Price, Promotion, Product Quality, Purchase Decision, Customer Satisfaction, Café Mursida Jember.