Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Melalui Kepuasan Konsumen Sebagai Variabel Moderasi Pada Mister Kebab Di Kota Metro

Abstract

The objected of this study were (1) to find out whether there was an effect of product quality on purchasing decisions on mister kebab products in Metro City, (2) to find out whether there was a price effect on purchasing decisions on mister kebab products in Metro City, (3) to find out whether product quality, price, consumer satisfaction influence simultaneously or jointly on purchasing decisions on mister kebab products in Metro City, (4) find out whether there was an influence of product quality on purchasing decisions through consumer satisfaction as a moderating variable on mister kebab products in Metro City , (5) determine whether there was a price effect on purchasing decisions through consumer satisfaction as a moderating variable on mister kebab products in Metro City. It was a quantitative research. The Quantitative Method is a type of research whose specifically are systematic, planned, and clearly structured from the start to the creation of the research design.

 The results of this study indicated that (1) product quality had a positive effect on purchasing decisions for mister kebab products in Metro City. (2) Prices had a negative effect on purchasing decisions for mister kebab products in Metro City. (3) Product quality, price, customer satisfaction simultaneously influence the purchasing decisions of mister kebab products in Metro City. (4) Product quality on purchasing decisions cannot be moderated by consumer satisfaction using mister kebab products in Metro City. (5) Prices on purchasing decisions cannot be moderated by consumer satisfaction using mister kebab products in Metro City.