Mediated Customer Satisfaction : the Brand Image and Product Quality on Purchasing Decisions

Arif Putra Pratama, Azra Sirait, Rifky Fahriansyah, Syafitra Syafitra, Muhammad Irfan Nasution

Abstract


This research aims to determine the impact of the influence of brand image and product quality on purchasing decisions mediated customer satisfaction in bright star stores. Technic sampling by accidental sampling, obtained as many as 30 consumer samples in the bright star shop. The research data was analyzed using the Smart-PLS method. result shows that brand image and product quality positively and significantly influence purchasing decisions and customer satisfaction. This research contributes to the literacy of the influence of product quality, advertising, and brand image on purchasing decisions mediated by customer value. Many stores choose to use brand image and product quality to give consumers a satisfied impression of the purchases made. However, if it is just like that, it can most likely result in an incorrect decision. The findings of this study show that companies need to improve their brand image and product quality so that satisfaction slowly increases.


Keywords


Brand Image, Product Quality, Purchasing Decisions, and Customer Satisfaction.

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References


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DOI: https://doi.org/10.30596/miceb.v1i0.292

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