PENGARUH KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN: PERAN MEDIASI KEPUASAN KONSUMEN

Abstract

The study aims to determine whether customer satisfaction mediates the relationship between product quality and purchasing decisions (Study on Economics Faculty Students And Business Ekstansion Class in the YARSI University). The sampling technique of this study used the non-probability sampling method, which is the purposive sampling technique through distributing questionnaires to 100 respondents. The data analysis method was conducted in several statistical testing: the research instrument test (validity and reliability testing), descriptive analysis, classical assumption test, path analysis, and single test. The result of this study shows that: (1) product quality has a positive effect on purchasing decisions, (2) product quality has a positive effect on customer satisfaction, (3) customer satisfaction has a positive effect on purchasing decisions, (4) customer satisfaction mediates the effect of product quality on purchasing decisions.