The Influence of Product Quality and Price on Purchasing Decisions with Consumer Satisfaction Intervening Variables at Caffe Mazio Coffebistro in Pati

Authors

  • Yusnia Agnes Selma Anisa Universitas Muhammadiyah Semarang
  • Nurhayati Nurhayati Universitas Muhammadiyah Semarang

Keywords:

product quality, price, customer satisfaction, purchasing decision

Abstract

This study aims to analyze the influence of product quality and price on purchasing decisions with customer satisfaction as an intervening variable at Mazio Coffebistro in Pati. The sample consists of 100 respondents selected using accidental sampling method. Data were collected through questionnaires and analyzed using Structural Equation Modeling (SEM) with SmartPLS 3.0. The results show that product quality and price have a significant positive effect on customer satisfaction. Price and customer satisfaction have a significant positive effect on purchasing decisions, while product quality does not directly influence purchasing decisions. Customer satisfaction is proven to mediate the relationship between product quality and price on purchasing decisions. These findings highlight the importance of appropriate pricing strategies and product quality improvement to enhance customer satisfaction, which in turn influences purchasing decisions. This research contributes theoretically to the development of marketing science and provides practical implications for cafe business owners in formulating effective marketing strategies.

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Published

2024-07-27 — Updated on 2024-11-25

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How to Cite

Anisa, Y. A. S. ., & Nurhayati, N. (2024). The Influence of Product Quality and Price on Purchasing Decisions with Consumer Satisfaction Intervening Variables at Caffe Mazio Coffebistro in Pati. Economics and Business International Conference Proceeding, 1(2), 998–1006. Retrieved from https://jurnalnew.unimus.ac.id/index.php/EBiC/article/view/512 (Original work published July 27, 2024)

Issue

Vol. 1 No. 2 (2024): 1st Economics and Business International Conference (EBIC)

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