PENGARUH PRODUCT QUALITY, BRAND IMAGE, PROMOTION DAN WORD OF MOUTH TERHADAP CUSTOMER SATISFACTION MELALUI PURCHASE DECISION SEBAGAI VARIABEL INTERVENING PADA USAHA RENGGINANG MAK LIA DI TANJUNG GLUGUR SITUBONDO

Riko, Ramdani (2026) PENGARUH PRODUCT QUALITY, BRAND IMAGE, PROMOTION DAN WORD OF MOUTH TERHADAP CUSTOMER SATISFACTION MELALUI PURCHASE DECISION SEBAGAI VARIABEL INTERVENING PADA USAHA RENGGINANG MAK LIA DI TANJUNG GLUGUR SITUBONDO. Jurnal Mahasiswa Entrepreneurship, 5 (2). pp. 250-268. ISSN 2964-898X

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Product Quality, Brand Image, Promotion, dan Word Of Mouth Terhadap Customer Satisfaction Melalui Purchase Decision Sebagai Variabel Intervening pada Usaha Rengginang Mak Lia di Tanjung Glugur Situbondo. Teknik pengambilan sampel dalam penelitian ini menggunakan non-probability sampling dengan pendekatan purposive sampling yang dimana melibatkan 110 responden dalam penelitian. Alat bantu untuk menganalisis data pada penelitian ini ialah menggunakan smart PLS 3.0. Metode analisis data dalam penelitian ini antara lain yakni uji validitas konvergen, uji reliabilitas, uji asumsi klasik, uji goodness of fit (GOF), uji koefisien determinasi, analisis persamaan struktural (inner model), dan uji hipotesis penelitian. Hasil uji hipotesis penelitian pengaruh langsung menghasilkan bahwa Product quality dan Word of mouth tidak berpengaruh signifikan terhadap Purchase decision. Brand image dan promotion berpengaruh signifikan terhadap Purchase decision. Product quality, Brand image, Promotion, dan Purchase decision tidak berpengaruh signifikan terhadap Customer saisfaction. Word of mouth berpengaruh signifikan terhadap Customer satisfaction. Hasil uji hipotesis penelitian pengaruh tidak langsung menghasilkan bahwa Product quality, Brand image, Promotion, dan Word of mouth tidak berpengaruh signifikan terhadap Customer satisfaction melalui Purchase decision. This study aims to examine the influence of Product quality, Brand image, Promotion, and Word of mouth on Customer satisfaction through Purchase decisions as an intervening variable at Mak Lia Rengginang Business in Tanjung Glugur, Situbondo. The study employed a non-probability sampling technique using a purposive sampling approach, involving 110 respondents. Data were analyzed using SmartPLS 3.0. The analytical methods included convergent validity testing, reliability testing, classical assumption testing, goodness-of-fit (GOF) testing, coefficient of determination testing, structural equation modeling (inner model analysis), and hypothesis testing. The results of the direct effect hypothesis testing revealed that Product quality and Word of mouth did not have a significant effect on Purchase decisions. In contrast, Brand image and Promotion had a significant effect on purchase decisions. Furthermore, Product quality, Brand image, Promotion, and Purchase decisions did not significantly affect Customer satisfaction, whereas word of mouth had a significant effect on customer satisfaction. The results of the indirect effect hypothesis testing indicated that Product quality, Brand image, Promotion, and Word of mouth did not significantly influence Customer satisfaction through Purchase decisions.

Item Type:	Article
Subjects:	A General Works > AS Academies and learned societies (General) H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi > S1 Manajemen
Depositing User:	RIKO RAMDANI
Date Deposited:	14 Oct 2026 07:30
Last Modified:	14 Oct 2026 07:30
URI:	http://repository.unars.ac.id/id/eprint/4793

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