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All Journal Community Development Journal: Jurnal Pengabdian Masyarakat AKTUAL International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) EKONOMIKA45 Journal of Management and Digital Business Jurnal Pengabdian Masyarakat Indonesia (JPMI) Safari : Jurnal Pengabdian Masyarakat Indonesia International Journal of Economics (IJEC) Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Digital Business Progress Jurnal Pengabdian Masyarakat SAPANGAMBEI MANOKTOK HITEI Jurnal Pelayanan Masyarakat Masyarakat Mandiri: Jurnal Pengabdian Dan Pembangunan Lokal Management and Business Progress Jurnal Pengabdian Masyarakat Indonesia
Bobby Hartanto
Bina Karya College Of Economics
Agriculture, Biological Sciences & Forestry Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Nursing Public Health Social Sciences Other

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Journal : AKTUAL

 1 
PENGARUH BRAND IMAGE, BRAND TRUST, KUALITAS PRODUK DAN INOVASI PRODUK TERHADAP KEPUASAN KONSUMEN MELALUI KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL MEDIASI (Studi Kasus Pada Wanita Pengguna Kosmetik Wardah Di Serdang Bedagai) Bobby Hartanto
Jurnal AKTUAL Vol 20, No 2 (2022): Jurnal AKTUAL
Publisher : STIE Trisna Negara OKU Timur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47232/aktual.v20i2.221

Abstract

This study aims to determine the effect of brand image, brand trust, product quality and product innovation on consumer satisfaction mediated by purchasing decisions for Wardah cosmetics in Serdang Bedagai. The effect that we want to know in this study is the direct and indirect effect. This type of research is explanatory research which explains the influence between variables in this study through hypothesis testing. The sample in this study were 96 respondents. The sampling technique used is accidental sampling. Data collection techniques by giving questionnaires to respondents. Statistical tests and data processing were carried out using Partial Least Square (SmartPLS 3.0). The results of this study are: Brand Image, Brand Trust, Product Quality have a significant effect on Purchase Decisions; and Product Innovation has no effect on Purchase Decisions; Purchase Decision has a significant effect on Consumer Satisfaction; Brand Trust and Product Quality have a significant effect on Consumer Satisfaction while Brand Image and Product Innovation have no effect on Consumer Satisfaction; There is a significant effect between Brand Image, Brand Trust, Product Quality on Consumer Satisfaction mediated by Purchase Decisions and there is no influence between Product Innovation on Consumer Satisfaction mediated by Purchase Decisions.  
Co-Authors Adrian K. Tarigan Andika Andika Arisandi, Septian Arneta, Yaumi Arfah Noor Ayu Zurlaini Damanik Ayu Zurlaini Damanik Bayu Arif Prabudi Buaya, Nurhafizah Cahyadi, Lukieto Cahyadi, Willy Cai Cen, Cia Cici Puspaningrum Cici Puspaningrum Cittaro, Michael Damanik, Sri Winda Hardiyanti Daniel Collyn Daniel Collyn Dedy Dwi Arseto Devi Pratiwi Dian Purnamasari Donald Frensius Pasaribu Effendi, Hafizah Effendy, Yudi Fitrianingsih Fitrianingsih Gultom, Richad Gunawan, Didik Harahap, Hastuti Handayani Hidayat Hidayat Ibnu Hadi Imelda Mardayanti Juninda Rahmaida Saragih Khofifah Khofifah Kumala Vera Dewi Kumala Vera Dewi Kumala Vera Dewi Lubis, Mhd Ridho Akbar Lumban Tobing, Maria Magdalena Murbanto Sinaga Murbanto Sinaga Napitupulu, Kevin Ronaldo Martua Nasution, Roni Nasution, Umar Hamdan Natasha, Nabilla Ngatemin, Ngatemin Novi Sri Wiarti Novianti, Sri Suci Nursaimatussadiya, Nursaimatussadiya Nurwijayanti Pratiwi, Nuning Prayogi, Bagus Purba, Rakhmawati Putri Nadila Rahmat Darmawan, Rahmat Rapat Piter Sony Hutauruk Rapat Piter Sony Hutauruk Rika Surianto Zalukhu Rika Surianto Zalukhu Rusmewahni, Rusmewahni Saragih, Dara Mustika Sari , Dea Novita Sari, Rani Puspita Sarwoto Siahaan, Rumiris Sinaga, Eka Mayastika Sinaga, Marisa Zahra Sinurat, Mangasi Siregar, Aisyah Sri Winda Hardiyanti Damanik Suci Etri Jayanti Suci Etri Jayanti Suci Etri Jayanti S Suci Etri Jayanti. S Suwadi Suwadi Suwadi Suwadi Syafrizal, Rodi Tarisyah Ramadhani Tobing, Yuni Artha Teresia Lumban Triandani, Mulya Victor Victor Yenni Arfah Yenni Mariani Sinurat Yenni Mariani Sinurat Yomeini Margareth Sagala Yomeini Margareth Sagala Zahra, Anita