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Pengaruh Harga, Kualitas Produk, Dan Citra Merek Terhadap Kepuasan Konsumen Melalui Keputusan Pembelian Di Pt Bali Coklat Junglegold Bali

Year: 2025

Type: article

Abstract: This study aims to identify the characteristics of visitors to PT Bali Coklat Junglegold Bali and analyze the influence of price, product quality, and brand image on consumer satisfaction through purchase decision. This research employed a quantitative approach with Structural Equation Modeling–Partial Least Square (SEM-PLS). A sample of 100 respondents was selected using purposive sampling from visitors who had made repeated purchases. The results show that price, product quality, and brand image have a significant influence on purchase decision. Purchase decision also significantly affects consumer satisfaction. However, the mediation test indicates that purchase decision does not mediate the relationship between the independent variables and consumer satisfaction. These findings suggest that while these factors drive purchase decision, the indirect pathway does not significantly contribute to enhancing consumer satisfaction.

Source: Journal Science Innovation and Technology (SINTECH)

DOI: 10.47701/ha7t1455

Authors: I Gede Bilva Rangga Jaya, Ni Luh Prima Kemala Dewi

Institution: Udayana University

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4412765456

FWCI: 1.841

Cites:

Cited by: 1

Related to: 10