EFFECT OF PRICE AND IMAGE BRAND ON CONSUMER SATISFACTION WITH BUYING DECISION AS INTERVENING ( Study at Gamis Clothes Consumer in Toko Lana Semarang )

Abstract

Consumer satisfaction is feeling happy or upset someone who emerged after comparing the performance (results) are considered products of the expected performance. Satisfied consumers least known after the transaction. If performance meets expectations, consumers satisfied. Many factors can affect customer satisfaction, namely price, brand image and purchasing decisions. The purpose of this study was to analyze the effect of price, brand image and purchasing decisions on consumer.The population in this study is that consumers who make purchases at gamis clothing Lana Store, Jl. Karangkimpul No. 19 Kaligawe, Semarang from August till November 2015 which amounted to 380 people. The sample in this research were 80 respondents. Is the primary data type. Methods of data collection using the questionnaire. The analysis technique used is regression. The results using multiple path analysis showed that : 1 ). Price effect positive and significant on purchasing decisions. 2 ). Brand image effect positive and significant on purchasing decisions. 3 ). Price and brand image effect positive and significant simultanly on purchasing decisions 4 ). Purchasing decisions effect positive and significant on customer satisfaction
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Key Word : Price, Brand Image, Purchase Decision, Customer Satisfaction