PRODUCT QUALITY AND TRUST IN SATISFACTION CONSUMERS MEDIATE PURCHASE DECISIONS

Abstract

The purpose of this study was to determine the effect of product quality and trust on consumer satisfaction with purchasing decisions as a mediating variable on the Bandar Tenun Ikat. The population in this study are Tenun Ikat Bandar users who live in Kediri. The sample of this study are 80 respondents. Data collection techniques through questionnaires that have been testers for validity and reliability. Data analysis using Structural Equation Model (SEM). The results of this study indicate (1) product quality has a negative effect on purchasing decisions; (2) Trust has a positive effect on purchasing decisions; (3) Product quality has a positive effect on consumer satisfaction; (4) Trust has a positive effect on consumer satisfaction; (5) Purchasing decisions have a positive effect on consumer satisfaction; (6) Purchasing decisions do not mediate the effect of product quality on consumer satisfaction; (7) Purchasing decisions mediates the effect of trust on the consumer satisfaction.