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Ery Tri Djatmika RWW
Universitas Negeri Malang
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Journal : Journal of Business Management and Economic Development

 1 
Effect of Perceived Price and Brand Image on Purchase Decision through Customer Satisfaction, a Study on Azarine Buyers in Malang City Hariyanti, Novita Tri; Rudijanto W.W, Ery Tri Djatmika; Siswanto, Ely
Journal of Business Management and Economic Development Том 1 № 02 (2023): May 2023
Publisher : Pt. Riset Press International

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59653/jbmed.v1i02.147

Abstract

This study aims to analyze the effect of perceived price and brand image on purchase decision through customer satisfaction with the subject of Azarine skincare buyers in Malang city as respondents. This type of research is quantitative using Path analysis research method using structural equation modeling method with SmartPLS 4.0. Data sample of 270 questionnaires was obtained. Based on the results of the study, it can be concluded that perceived price has a significant positive effect on purchase decision; brand image has no effect on purchase decision; customer satisfaction has a significant positive effect on purchase decision; perceived price has a significant positive effect on customer satisfaction; brand image has a significant positive effect on customer satisfaction; perceived price has an indirect effect on purchase decision through customer satisfaction; brand image has an indirect effect on purchase decision through customer satisfaction. Based on the results of the analysis, the researcher makes suggestions for the azarine skincare brand to expand marketing to various platforms other than Instagram. This will also increase customer satisfaction with the azarine brand itself
Co-Authors Abdur Rahman As’ari Achmad Barizi Achmad Supriyanto Adelia Rahma Agus Hermawan Agus Hermawan Agus Salim Agus Wiyoto Alaik Muhammad, Syauqi Ali Imron ANANDA SETIAWAN Anang Santoso Andani Apriliana Anita Handayani Ari Metalin Ika Puspita Arif Mahya Fanny Aulianda, Mega Bagus Setiawan Bambang Banu Siswoyo Bambang Banu Siswoyo Bambang Budi Wiyono Bambang Sugeng Braem Abraham Killa Budi Eko Soetjipto Candra Irawan Choirul Anam Cholis Sa’dijah Cipto Wardoyo Daru Wahyuni Dedi Kuswandi Desi Anggrianto - Desi Mardianti Dewi, Titis Shinta Distiawati, Rania Putri Dwi Wahyuning Aisyah Eddy Sutadji EFA WAHYU PRASTYANINGTYAS, EFA WAHYU Ega Saiful Subhan Eka Farida Ely Siswanto Erlin Hartanti Fahimul Amri Fazlur Rahman Rahawarin Firdaus Dyah Utami Fulgentius Danardana Murwani Hadi Ismanto Hanif Rani Iswari Hanif Rani Iswari Hari Wahyono Hariyanti, Novita Tri Hariyono Hariyono Heny Kusdiyanti, Heny Heri Pratikto I Nyoman Sudana Degeng Ida Farida Immanuel Ustradi Osijo Immanuel Ustradi Osijo Intan Dwi Puspita Sari Irmawati Irmawati Ismanto, Hadi Ismanto Jendra, Cahya Joko Prih Triyana Joko Sayono Julianda Julianda Laksono Trisnantoro Lia Yuliati Madziatul Churiyah Mega Aulianda Mit Witjaksono Moch. Chabib Moh. Rizal Fahmi Mohammad Rofiudin Muakibatul Hasanah Muhammad Bukhori Dalimunthe Muhammad Vicky Zulfikar Muhana Gipayana Munzil Nike Pratiwi Novita Erliana Sari, Novita Erliana Nurika Restuningdiah Nurrosidah, Ali Oktaviani Putri Dita Arumsari Pebriani Dwi Wahyuni Persada, Yuris Indria Puji HANDAYANTI Puji Handayati Punadji Setyosari Punaji Setyosari Purwadi, Muhammad Guntur Rahmah Kumullah Rahmi, Vembri Aulia Rania Putri Distiawati Reza Aditia Rikha Ari Pratiwi Rosmala Dewi Rungarun Boonsayan Sandi Haryadi Saraya Faridah Sepharyanto Sepharyanto Shendy Andrie Wijaya Silky Roudhotus Sa’adah Silvy Dwi Yulianti Silvy Dwi Yulianti, Silvy Dwi Siti Salina Mustakim Siti Zullaikah Multina Putri Sopiah, Sopiah Sri Umi Mintarti Sudarmiatin Sugeng Utaya Sukowiyono Sukowiyono Sulton Sulton Titiek AMBARWATI Umar Syarifuddien Sjadja’ah Utami Widiati Vembri Aulia Rahmi Wahju Wardhana Wahyu Purwanto Watana, Selvia Amia Wening Patmi Rahayu Yuke Rindayu Sintya Yulia Lisa Sari Hayati