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All Journal Jurnal Kewirausahaan, Akuntansi, dan Manajemen TRI BISNIS
Mahendra, Alloysius Pamruda Dhika
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Economics, Econometrics & Finance

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Consumer Satisfaction as a Mediating Variable: The Impact of Service Quality and Consumer Perception on iPhone Purchase Decisions in Depok City Cahaya, Yohanes Ferry; Mahendra, Alloysius Pamruda Dhika; Pujiati, Herni; Armanda, Ilham Nawang
JURNAL KEWIRAUSAHAAN, AKUNTANSI DAN MANAJEMEN TRI BISNIS Vol 8 No 1 (2026): Jurnal Kewirausahaan, Akuntansi dan Manajemen Tri Bisnis (JKAMTB)
Publisher : STIE Tri Bhakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59806/jkamtb.v8i1.746

Abstract

This study examines the influence of service quality and consumer perception on iPhone purchase decisions, mediated by consumer satisfaction among 200 consumers in Depok City, Indonesia. Using Smart PLS-SEM analysis, findings reveal that service quality significantly impacts consumer satisfaction (?=0.412, p<0.001) and purchase decisions (?=0.328, p<0.001). Consumer perception demonstrates significant effects on satisfaction (?=0.385, p<0.001) and purchase decisions (?=0.294, p<0.01). Consumer satisfaction partially mediates the relationship between service quality and purchase decisions (?=0.189, p<0.01), and between consumer perception and purchase decisions (?=0.176, p<0.01). The model explains 68.3% variance in purchase decisions, confirming satisfaction's crucial mediating role in premium smartphone purchasing behavior.
Co-Authors Armanda, Ilham Nawang Pujiati, Herni Yohanes Ferry Cahaya