PENGARUH ATRIBUT PRODUK DAN HARGA TERHADAP PROSES KEPUTUSAN PEMBELIAN SERTA DAMPAKNYA TERHADAP TINGKAT KEPUASAN PELANGGAN PRODUK KELOM SHENY DI KOTA TASIKMALAYA

Abstract

This study aims to determine how the influence of product attributes and prices on purchasing decisions and their impact on the level of customer satisfaction on Kelom Sheny products in Tasikmalaya. This research is descriptive and empirical. Descriptive research was conducted to obtain an overview of product attributes, prices, purchasing decisions, and customer satisfaction. While empirical research was conducted to determine the relationship between variables through statistical calculations. Data collection techniques through questionnaires to 100 respondents randomly. The objects in this study are all consumers around Tasikmalaya. Research data will be analyzed using path analysis where product and price attributes are independent variables, the purchasing decision process as an intervening variable and customer satisfaction as the dependent variable