Pengaruh Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Dengan Kepuasan Konsumen Sebagai Variabel Intervening Pada Café Mie Pedas Marapi, Lubuk Basung, Kabupaten Agam

Arif Annaufal Azri (Universitas Putra Indonesia YPTK Padang)
Yulasmi Yulasmi (Universitas Putra Indonesia YPTK Padang)
Della Asmaria Putri (Universitas Putra Indonesia YPTK Padang)

JEBD
Vol. 4 No. 1 (2026): Juli - September

This research to determine the extent of the influence of product quality and brand image on purchasing decisions, with consumer satisfaction acting as an intervening variable, at Café Mie Pedas Marapi in Lubuk Basung, Agam Regency. Data collection was conducted through surveys and the distribution of questionnaires, involving an unknown population and a sample of 100 respondents. The analysis was performed using SmartPLS V.4.1.1.8 with the Structural Equation Modeling (SEM) method. The results indicate a positive impact of product quality on consumer satisfaction and on purchasing decisions; a significant positive impact of consumer satisfaction on purchasing decisions; a significant positive impact of brand image on consumer satisfaction; a non-significant impact of brand image on purchasing decisions; and significant positive impacts of product quality and brand image on purchasing decisions, mediated by consumer satisfaction.