The Influence of Product Quality, Brand Image, and Price on Purchase Decision with Consumer Satisfaction as Intervening Variable (Studies On Communities Using Samsung Smartphones in Kecamatan Pedurungan Semarang)

Abstract

This study aims to conduct research on what factors can affect the improvement of Samsung product purchase decisions. In the face of fierce competition from other brands as well as shifting consumer interest in other brands that have innovative features and with the desire of the consumer that is an affordable price.
The population to be studied is Pedurungan Semarang subdistrict that number 189,784. Sampling was done by stratified random sampling method. The sample in this study amounted to 100 people. Sources of data in this study were obtained directly through questionnaires. Analysis tool in this research is Path analysis.
The results of this study indicate that product quality positively and significantly influence to customer satisfaction. Brand image positively and significantly influence to consumer satisfaction. Price affects positively and significantly to customer satisfaction. Product Quality positively and significantly affects the purchasing decision. Brand image positively and significantly influence the purchasing decision. Prices have a positive and significant effect on purchasing decisions. Consumer satisfaction has a positive and significant effect on purchasing decisions.
Keywords: product quality, brand image, price, consumer satisfaction, purchasing decision