PENGARUH KUALITAS PRODUK DAN SERVICE QUALITY TERHADAP CUSTOMER SATISFACTION YANG DIMEDIASI OLEH KEPUTUSAN PEMBELIAN (Studi Pada Konsumen Mie Gacoan Cabang Dinoyo Kota Malang)

The purpose of this study was to analyze the effect of product quality and service quality on customer satisfaction, with purchasing decisions as a mediating variabel at Mie Gacoan, Dinoyo Branch, Malang City. The number of samples was set at 190 respondents, because this type of research is a quantitative study with a nonprobability sampling technique with a purposive sampling technique on consumers of Mie Gacoan, Dinoyo Branch, Malang City. Data analysis was carried out using the path analysis method with the help of SPSS software. The results of the study indicate that product quality and service quality have a positive and significant effect on purchasing decisions, product quality and service quality have a positive and significant effect on customer satisfaction, purchasing decisions have a positive and significant effect on customer satisfaction and purchasing decisions are proven to be able to mediate the effect of product quality and service quality on customer satisfaction. These findings indicate that in order to increase customer satisfaction, Mie Gacoan, Dinoyo Branch needs to focus on improving product and service quality, which in turn will encourage purchasing decisions and lead to higher customer satisfaction.