THE INFLUENCE OF PRODUCT QUALITY AND ADVERTISING ON THE DECISION TO PURCHASE NESTLÉ PURE LIFE BOTTLED WATER THROUGH CONSUMER SATISFACTION AS AN INTERVENING VARIABLE
DOI:
https://doi.org/10.30738/eden.v9i1.4418Keywords:
Product Quality, Advertising, Customer Satisfaction, Purchase DecisionAbstract
This research aims to examine the influence of Product Quality and Advertising on Purchase Decisions through Consumer Satisfaction as an intervening variable. The study involved 100 respondents in Yogyakarta who have consumed Nestlé Pure Life bottled water. The research findings indicate: 1) There is a positive and significant effect of the Product Quality variable on Consumer Satisfaction. 2) There is a positive and significant effect of the Advertising variable on Consumer Satisfaction. 3) There is a positive and significant effect of the Product Quality variable on Purchase Decisions. 4) There is no positive and significant effect of the Advertising variable on Purchase Decisions. 5) There is a positive and significant effect of the Consumer Satisfaction variable on Purchase Decisions. 6) There is a positive and significant effect of the Product Quality variable on Purchase Decisions mediated by Consumer Satisfaction. 7) There is a positive and significant effect of the Advertising variable on Purchase Decisions mediated by Consumer Satisfaction.
Downloads
References
Aghitsni, W. I., & Busyra, N. (2022). Pengaruh Kualitas Produk Terhadap Keputusan Pembelian Kendaraan Bermotor di Kota Bogor. Jurnal Ilmiah Manajemen Ekonomi & Akuntansi (MEA), 6(3), 38–51. https://doi.org/10.31955/mea.v6i3.2271
Angliawati, R. Y., & Mutaqin, M. F. I. (2023). Implikasi Store Atmosphere dan Kualitas Pelayanan Terhadap Kepuasan Konsumen di Slomo Cofee Bandung. Jurnal Sains Manajemen, 5(1), 52–65. https://doi.org/10.51977/jsm.v5i1.1044
Armstrong et al., (2018). Principles of marketing.
Hariyanto, D. (2023). Buku ajar Komunikasi Pemasaran. In Umsida Press eBooks. https://doi.org/10.21070/2023/978-623-464-068-7
Hutter, A. (2021). Narrative ontology. John Wiley & Sons.
Kotler & Amstrong. (2017). Manajemen Pemasaran edisi 12 Jilid 1. & 2.Jakarta: PT. Indeks.
Kotler & Keller, (2012), Manajemen Pemasaran, Jilid 1, Edisi 13, Jakarta: Erlangga
Kotler et al., (2008). Principles of marketing. Pearson Education.
Kotler, P. (2017). Principle of Marketing: An asain perspective. Pearson Education Limited.
Mathori, M. (2024). Analisis Niat Membeli Kembali Pada Healthy Restaurant Dengan Pendekatan Teori Stimulus-Organismresponse (Sor).
Natsir, N., & Ernawati, S. (2020). Pengaruh Iklan, Kepercayaan Merek dan Citra Merek Terhadap Minat Beli Konsumen Pengguna Handphone Oppo di Kota Bima. Jurnal Ilmiah Manajemen E M O R, 4(1), 1. https://doi.org/10.32529/jim.v4i1.506
Nestlé Pure Life. (2024). Bottled Spring Water Nestlé Pure Life. https://www.nestlepurelife.com/uk/
Nurahman, I., & Indrianto, A. P. (2021). Pengaruh electronic word of mouth, kualitas website, reputasi vendor dan persepsi kemudahan transaksi terhadap keputusan pembelian situs online bukalapak di Yogyakarta. INOBIS Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 4(4), 506–518. https://doi.org/10.31842/jurnalinobis.v4i4.201
Praja, Y. (2022). Pengaruh Iklan, Harga Dan Kualitas Produk Terhadap Minat Beli Ulang Konsumen Kopi Kapal di Kabupaten Bondowoso. Jurnal Manajemen Dan Bisnis Indonesia, 8(1), 31–41. https://doi.org/10.32528/jmbi.v8i1.7568
Ramadhani et al., (2023). Pengaruh Labelisasi Halal dan Harga Terhadap Keputusan Pembelian: Studi Pada Produk Susu Sapi Merek Tharwa. Journal of Accounting and Business, 127–138. https://doi.org/10.30649/jab.v2i2.151
Saragih, B. E. (2021). Analisis Pengaruh Kualitas Produk, Harga dan Iklan Terhadap Kepuasan Pembelian Pada Pt. Askotama Inti Nusantara. Aliansi Jurnal Manajemen Dan Bisnis, 16(2), 115–128. https://doi.org/10.46975/aliansi.v16i2.106
Sobari, N. H., & Gunawan, N. G. (2021). Pengaruh kualitas produk terhadap keputusan pembelian pada kedai Kopi Belrum Kecamatan Panumbangan Kabupaten Ciamis. Jurnal E-Bis (Ekonomi-Bisnis), 5(2), 489–504. https://doi.org/10.37339/e-bis.v5i2.501
Sofiani et al., (2023. Pengaruh Promosi Melalui Iklan dan Diskon Terhadap Minat Staycation Dengan Dimoderasi Oleh Persepsi Risiko Finansial di Masa Pandemi Covid-19. Jurnal Manajemen Perhotelan Dan Pariwisata, 6(1), 141–148. https://doi.org/10.23887/jmpp.v6i1.58050
Suryaningrat et al., (2021). Pengaruh kualitas produk dan penetapan harga terhadap kepuasan konsumen air minum isi ulang. Ilmu Ekonomi Manajemen Dan Akuntansi, 2(2), 117–130. https://doi.org/10.37012/ileka.v2i2.734
Tjiptono, F. (2017). Strategi Pemasaran. Edisi 4: Andi
Unedo, Haraha Nova Jayanti, Halim Abd. 2023. “Pengaruh Word Of Mouth , Store Atmosphere Dan Kepuasan Konsumen Terhadap Keputusan Pembelian Pada Toko Pakaian Sipahutar Cloth Rantauprapat” 7: 2316–23.
Wijayanti et al., (2023). Pengaruh Digital Marketing, Kualitas Pelayanan dan Kualitas Produk Terhadap Keputusan Pembelian Melalui Kepuasan Konsumen di Masa Pandemi. E-Jurnal Manajemen Universitas Udayana, 12(2), 117. https://doi.org/10.24843/ejmunud.2023.v12.i02.p01
Zeithaml et al., (2020). EBK: Services Marketing: Integrating customer service across the firm 4E. McGraw Hill.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Tiyas Anjari
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
