ANALISIS PENGARUH KUALITAS PRODUK DAN PENETAPAN HARGA TERHADAP KEPUASAN PELANGGAN DENGAN KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL MEDIASI (STUDI KASUS DIRA COLLECTION AMBULU JEMBER)

This study aims to examine the effect of product quality and pricing on customer satisfaction mediated by purchasing decisions at Dira Collection Ambulu Jember. In this study, there are four variables consisting of independent variables, namely product quality (X1) and pricing (X2), then customer satisfaction as the dependent variable (Y) and purchasing decisions as the mediating variable.
This research uses quantitative methods. The sample in this study amounted to 100 respondents. The data collection technique in this study used a questionnaire distributed to customers via Google Form. The analysis technique uses Multiple Linear Regression assisted by SPSS software version 23. The results of the study partially show that product quality and pricing have a significant effect on purchasing decisions, purchasing decisions have a significant effect on customer satisfaction, product quality and pricing have a significant effect on customer satisfaction. And simultaneously product quality and price affect customer satisfaction through purchasing decisions. Also, based on the sobel test mediation test found that purchasing decisions can mediate the relationship between product quality and price on customer satisfaction. Dira Collection Ambulu Jember is advised to maintain the suitability of product quality with the pricing that has been given to customers.