PENGARUH KUALITAS PRODUK DAN DEKORASI TERHADAP KEPUASAN PELANGGAN MELALUI KEPUTUSAN PEMBELIAN DI SUGARBELL BAKERY AND CAKE TANJUNG PRIOK

Abstract

This study aims to explain the effect of product quality on purchasing decisions and cus­tomer satisfaction at Sugarbell Bakery and Cake Tanjung Priok. The sample used 200 respondents by purposive method. This research conducted by descriptive and quantitative. The analysis method used by path analysis.  The result showed that  quality of the product has influence positively and significantly to the decision of purchase and the satisfaction of the customer. The product of quality has an indirect effect on customer satisfaction through purchasing decision as a moderating variable.