Peran Kepuasan Konsumen Dalam Memediasi Pengaruh Harga Produk dan Kualitas Produk terhadap Keputusan Pembelian Konsumen di Casa Luna Restaurant, Ubud
DOI:
https://doi.org/10.32795/vol4wamrtno1th24Keywords:
Harga Produk, Kualitas Produk, Kepuasan Konsumen,, Keputusan Pembelian KonsumenAbstract
This study aims to determine the role of consumer satisfaction in mediating the influence of product price and product quality on consumer purchasing decisions at Casa Luna Restaurant, Ubud. The population in this study were consumers at Casa Luna Restaurant with a sample of 85 respondents who were consumers of Casa Luna Restaurant. The data analysis technique used was Smart PLS analysis which was then interpreted. The results in this study were obtained if the product price had a positive and significant effect on consumer purchasing decisions at Casa Luna Restaurant, Ubud. Product quality had a positive and significant effect on consumer purchasing decisions at Casa Luna Restaurant, Ubud. Product price had a positive and significant effect on consumer satisfaction at Casa Luna Restaurant, Ubud. Product quality had a positive and significant effect on consumer satisfaction at Casa Luna Restaurant, Ubud. Consumer satisfaction had a positive and significant effect on consumer purchasing decisions at Casa Luna Restaurant, Ubud. Consumer satisfaction was able to mediate the effect of product price on consumer purchasing decisions at Casa Luna Restaurant, Ubud. Consumer satisfaction was able to mediate the effect of product quality on consumer purchasing decisions at Casa Luna Restaurant, Ubud. Suggestions that can be given to Casa Luna Restaurant, Ubud are to maintain consumer satisfaction by always paying attention to product prices and product quality served to consumers so that they determine consumer purchasing decisions.
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