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Handoyo, Teguh Tri
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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PENGARUH BRAND IMAGE DAN HARGA TERHADAP KEPUASAN KONSUMEN AQUA MELALUI KEPUTUSAN PEMBELIAN DI SUPERMARKET HARI–HARI KOTA DUMAI RIAU Handoyo, Teguh Tri
Jurnal Manajerial Bisnis Vol 8 No 1 (2024): Jurnal Manajerial Bisnis
Publisher : Prodi Magister Manajemen Universitas Wijaya Putra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37504/jmb.v8i1.641

Abstract

This research aims to determine the influence of brand image and price on consumer satisfaction at Hari - Hari Dumai City Riau Supermarket through intervening variables in purchasing decisions. This research uses a quantitative method with an explanatory research type. The sample in this study was taken as many as 100 people using accidental sampling technique. Hypothesis testing was carried out using a Structural Equation Model (SEM) approach based on Partial Least Square (PLS) using the SmartPLS version 3 application to test the relationship between variables. The research results show that brand image has an insignificant positive influence on Aqua purchasing decisions at the Hari - Hari Dumai City Riau Supermarket. Price and brand image have significant positive influence on Aqua purchasing decisions at the Hari - Hari Dumai City Riau Supermarket. Price does not have a significant effect on Aqua consumer satisfaction at Hari - Hari Dumai City Riau Supermarket. Purchasing decisions have a significant effect on Aqua consumer satisfaction at Hari - Hari Dumai City Riau Supermarket. Brand image has an insignificant indirect effect on Aqua consumer satisfaction through purchasing decisions at the Hari - Hari Dumai City Riau Supermarket. Price has an indirect effect on Aqua consumer satisfaction through purchasing decisions at the Hari - Hari Dumai City Riau Supermarket.
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