PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN YANG DIMEDIASI OLEH KEPUTUSAN PEMBELIAN (Studi Pada Konsumen Toko Bintang Mas Di Kota Banyuwangi)

The purpose of this study was to determine the effect of price and product quality on consumer satisfaction mediated by purchasing decisions. Study on Consumers of Bintang Mas Store in Banyuwangi City. The type of research conducted is a quantitative approach. The population of the study was 150 respondents who made purchases 2 times with a minimum age of 18 years. Determination of the sample using the probability sampling method. Data collection techniques using questionnaires. The results of the study indicate that price and product quality have a significant effect on consumer satisfaction and purchasing decisions, where purchasing decisions also have a significant effect on consumer satisfaction and mediate the effect of price on consumer satisfaction, but do not mediate the effect of product quality on consumer satisfaction.