PENGARUH KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN AIR MINUM NESTLE PURE LIFE MELALUI KEPUASAN KONSUMEN SEBAGAI VARIABEL MEDIASI
DOI:
https://doi.org/10.30738/ed_en.v8i2.4366Keywords:
Product Quality, Purchasing Decisions, Consumer SatisfactionAbstract
The study used customer satisfaction as a mediating variable to examine how product quality affects consumers' decisions in purchasing Nestle Pure Life bottled water. The research methodology used in this study is quantitative, and the data is collected through an online questionnaire through Google Form which is distributed to the population of this study, namely customers who have purchased Nestle Pure Life brand drinking water, especially in Yogyakarta, the research sample. In this study, there were 123 respondents taken from the population. Convergent Validity, Loading factor, Average Variance Extracted (AVE), Validity of Discrimination, Fornell Larcker, Cross Loading, Reliability, Cronbach's Alpha, Composite Reliability, R-Square, and Hypothesis Testing.are some of the data analysis methods used in the SmartPls application version 3.2.9.. The results of this study indicate that product quality has a significant effect on customer satisfaction, customer satisfaction has a significant effect on purchasing decisions, customer satisfaction can significantly mediate the effect of product quality on purchasing decisions. Meanwhile, product quality has no effect on purchasing decisions.
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This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
