PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUASAN KONSUMEN DIMEDIASI KEPUTUSAN PEMBELIAN (STUDI PADA KONSUMEN TAS BODYPACK DI KOTA MALANG)

This study aims to examine and analyze the effect of product quality and price on custumer satisfaction with purchase decisions as a mediating variable among Bodypack bag consumers in Malang City. The object of this reaserch is consumers who have purchased and used Bodypack products at least once in the last nine months (January – September). The data collection technique used non-probability sampling with a purposive sampling method involving 100 respondents. Data were collected through quesionnaries using a likert scale. This study employed a quantitative approach using Structural Equation Modeling based on Partial least Squares (SEM-PLS) with SmartPLS 4.1.1.2 software. The results indicate that 1) Product quality has a positive and significant effect on customer satisfaction. 2) Price has a positive and significant effect on customer satisfaction. 3) Purchase decisions have a positive and significant effect on custumer satisfaction. 4) Product quality has a positive and significant effect on purchase decisions. 5) Price has a positive and significant effect on purchase decisions. 6) Purchase decisions mediate the effect of product quality on customer satisfaction. 7) Purchase decisions mediate the effect of price on customer satisfaction.