EFFECT OF PRODUCT QUALITY, PRICE PERCEPTION, PURCHASE DECISIONS DISTRIBUTION, AND IMPLICATIONS ON CUSTOMER SATISFACTION AT PT. XYZ

Abstract

This study aims to determine the effect of product quality, price perception, purchasing decisions distribution, and implications for PT. XYZ This research type is quantitative research. The research used primary data from questionnaires given to 300 respondents and secondary data from company data. The sampling method used is probability method. The population comes from gas product customers in PT XYZ cylinders in Banten, Jakarta, Java regions. Data processing in this study uses (Structural Equation Model-SEM) through LISREL 8.8 software. The study results indicate that product quality, price perception, and distribution have a positive effect on purchasing decisions, and purchasing decisions have a positive effect on customer satisfaction. Product quality has the strongest influence on purchasing decisions.