PENGARUH KUALITAS PRODUK DAN HARGA PRODUK TERHADAP KEPUTUSAN PEMBELIAN IMPLIKASINYA PADA KEPUASAN KONSUMEN SMARTPHONE XIAOMI DI PUSAT HANDPHONE PGC CILILITAN

Wahyu Murti, Fikri Hendhiyanto Yulian

Abstract


The study aims to determine the effect of the Effect of Product Quality and Product Prices on Purchase
Decisions Implications on Consumer Satisfaction Smartphone Xiaomi Center PGC Cililitan East Jakarta
The data used in this study are primary data obtained from the results of the distribution of questionnaires to
visitors at the Mobile Center PGC Cililitan East Jakarta. The data processing method uses the path analysis method
with the help of SPSS 24 program.
The results showed that method I: Directly the product quality and product price variables had a positive and
significant effect on purchasing decisions. Method II: Directly variable product quality, product prices, and
purchasing decisions have a positive and significant effect on customer satisfaction. Indirectly, product quality and
product prices affect consumer satisfaction through purchasing decisions using the Sobel Test method.
Keywords: Product quality, Product Prices, Purchasing Decisions, Consumer Satisfaction


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