Pengaruh Harga, Kualitas Produk, Dan Word Of Mouth Terhadap Kepuasan Konsumen Melalui Keputusan Pembelian (Studi Kasus Konsumen Mie Semeru Lumajang)

Abstract

This study aims to determine and analyze the effect of price, product quality, and word of mouth on consumer satisfaction through purchasing decisions as an intervening variable at Mie Semeru Restaurant Lumajang. The research method used is quantitative method with descriptive research type. The sample in this study were 50 respondents. Determination of the sample using purposive sampling technique. The data analysis method used is the instrument test, classical assumption test, path analysis, hypothesis testing, and Sobel test. The results of this study indicate that price has a direct effect on consumer satisfaction; product quality and word of mouth do not directly affect customer satisfaction; price and word of mouth have a direct effect on purchasing decisions; product quality does not directly affect purchasing decisions; consumer satisfaction has a direct effect on purchasing decisions; price and product quality have no effect on consumer satisfaction through purchasing decisions; word of mouth has an effect on consumer satisfaction through purchasing decisions.