PENGARUH HARGA, KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MELALUI KEPUASAN KONSUMEN PADA TOKO ADITYA FASHION SUMBERJAMBE JEMBER

Khusnul  Khitamina; Nely  Supeni; Hayatul  Maspufah

doi:10.31967/prodimanajemen.v4i1.903

Khusnul Khitamina Institut Teknologi dan Sains Mandala
Nely Supeni Institut Teknologi dan Sains Mandala
Hayatul Maspufah Institut Teknologi dan Sains Mandala

DOI: https://doi.org/10.31967/prodimanajemen.v4i1.903

Keywords: Effect of Price, Product Quality and Promotion on Purchasing Decisions through Consumer Satisfaction

Abstract

This study entitled "The Effect of Price, Product Quality and Proposition on Purchase Decisions through Consumer Satisfaction atAditya fashion store Sumberjambe Jember". This study aims to determine the direct and indirect influence of price, product quality, promotion on purchasing decisions through customer satisfaction at Aditya fashion store Sumberjambe Jember. The population used in this study are customers who have made purchases at the Sumberjambe Jember Aditya fashion store. The sample used in this study was 50 respondents. The sampling technique used is purposive sampling. The data analysis method used is path analysis (Path analysis) with the help of SPSS 25. The tests used in this study are data instrument tests (Validity and Reliability Test), Sobel Test, and T test. The research results show that the influence of price, product quality and promotion has a significant effect on purchasing decisions through consumer satisfaction.