PENGARUH KERAGAMAN PRODUK DAN HARGA TERHADAP KEPUASAN KONSUMEN MELALUI KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL MEDIASI PADA TOKO CUSTOM POLOS TUREN KABUPATEN MALANG
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Institusion
Universitas Muhammadiyah Malang
Author
AnggaWati, Sulis
Subject
AC Collections. Series. Collected works
Datestamp
2022-12-29 04:54:59
Abstract :
The purpose of this study was to analyze the effect of product diversity and price on consumer satisfaction through purchase decisions as a mediating variable. The population of this research is all consumers in the Custom Polos Turen Store. The sampling technique used was non-probability sampling with purposive sampling. The sample used is 105 respondents. Data obtained from the distribution of questionnaires via google form. The data analysis method uses a scale range and path analysis with the SPSS 25 program. The results of this study indicate that (1) product diversity has a significant effect on purchasing decisions. (2) Price has a significant effect on Purchase Decision. (3) Price has a significant effect on Consumer Satisfaction. (5) Consumer Satisfaction has a significant effect on Purchase Decisions. (6) Product Diversity has an effect on Consumer Satisfaction through Purchase Decisions as a mediation. (7) Price has an effect on Consumer Satisfaction through Purchase Decisions as a mediation
The purpose of this study was to analyze the effect of product diversity and price on consumer satisfaction through purchase decisions as a mediating variable. The population of this research is all consumers in the Custom Polos Turen Store. The sampling technique used was non-probability sampling with purposive sampling. The sample used is 105 respondents. Data obtained from the distribution of questionnaires via google form. The data analysis method uses a scale range and path analysis with the SPSS 25 program. The results of this study indicate that (1) product diversity has a significant effect on purchasing decisions. (2) Price has a significant effect on Purchase Decision. (3) Price has a significant effect on Consumer Satisfaction. (5) Consumer Satisfaction has a significant effect on Purchase Decisions. (6) Product Diversity has an effect on Consumer Satisfaction through Purchase Decisions as a mediation. (7) Price has an effect on Consumer Satisfaction through Purchase Decisions as a mediation
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