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All Journal Journal of Management - Small and Medium Enterprises (SME's)
Fitriyah, Iddatul
Unknown Affiliation
Economics, Econometrics & Finance

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THE EFFECT OF PRICE, PRODUCT QUALITY, SOCIAL MEDIA MARKETING AND BRAND IMAGE ON CONSUMER SATISFACTION MEDIATED BY BUYING INTEREST IN THE MS GLOW STORE LAMONGAN CENTER BY IID CENTER Fitriyah, Iddatul; Muhtarom, Abid; Ruswaji, Ruswaji; Yaskun, Mohammad; DJ, Yunni Rosmawati
Journal of Management Small and Medium Enterprises (SMEs) Vol 18 No 3 (2025): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)
Publisher : Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/jom.v18i3.17761

Abstract

This study aims to determine whether price, product quality, social media marketing, and brand image have a significant positive effect or not on consumer satisfaction mediated by buying interest. This type of research uses a quantitative approach, with a sample size of 177, and uses the SEM-PLS version 4 method. With the Outer Model Test, Inner Model Test, Mediation Test, and Hypothesis Test. The conclusion in the hypothesis test is that the variable price, product quality, social media marketing, and brand image on customer satisfaction are stated to have a positive and significant effect. Then in the Mediation Test, the variable price, product quality, social media marketing, and brand image on customer satisfaction mediated by buying interest is called partial mediation. Keywords: Price; Product Quality; Social Media Marketing; Brand Image
Co-Authors Abid Muhtarom, Abid DJ, Yunni Rosmawati Mohammad Yaskun, Mohammad Ruswaji, Ruswaji