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All Journal Jurnal Mirai Management Jurnal STEI Ekonomi International Journal of Economy, Education and Entrepreneurship (IJE3) Empowerment Society Indonesian Journal of Business, Accounting and Management PROGRESIF Jurnal Riset Manajemen dan Bisnis
Chandra, Rama
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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Journal : Jurnal Riset Manajemen dan Bisnis

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Pengaruh Kesadaran Merek, Kualitas Produk, dan Kepercayaan Merek Terhadap Kepuasan Pelanggan Melalui Keputusan Pembelian Pelanggan Lip Cream Series H di Jakarta Fajrina, Feby; Chandra, Rama
Jurnal Riset Manajemen dan Bisnis Vol 9 No 2 (2024)
Publisher : Lembaga Pengembangan Manajemen dan Publikasi Imperium

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36407/jrmb.v9i2.1606

Abstract

Purpose: This study aims to determine the effect of brand awareness, product quality, brand trust on customer satisfaction through purchasing decisions on H lip cream series customers in Jakarta. Methods: This research uses a quantitative approach with data collection using questionnaires and interviews of part of the questionnaire. The population in this study are customers who have bought more than once H lip cream series products and live in Jakarta with a sample size of 100 respondents using purposive sampling method. The data analysis technique used is descriptive statistics and path analysis with the help of SmartPLS 3.0 software. Result: The results prove that brand awareness, product quality, and brand trust have a direct effect on purchasing decisions. Brand awareness and brand trust have a direct effect on customer satisfaction. Meanwhile, purchasing decisions have no direct effect on customer satisfaction. Furthermore, purchasing decisions do not mediate brand awareness, product quality, and brand trust on customer satisfaction. Implication: The results of this study focus on the marketing strategy of the importance of strengthening brand awareness and brand trust in creating satisfied customers rather than just focusing on encouraging purchases.
Co-Authors Alfiarini, Isni Ambar Burda, Agustian Burdah, Agustian Dwi Larasati, Joko Bagio Santoso, Ginanjar Syamsuar, Fajrina, Feby Ginanjar Syamsuar Haidina, Nur Hendrawati Hendrawati Hendrawati Megayani, Megayani Merliyana merliyana, Merliyana Mufid, Zhafran Rimi Gusliana Mais S, Dwi Windu Saefurahman, Asep