PENGARUH KUALITAS PRODUK TERHADAP KEPUASAN PELANGGAN MELALUI KEPUTUSAN PEMBELIAN DI SATE SEAFOOD SENAYAN KEBON SIRIH

Abstract

The purpose of this study was to determine the effect of product quality on consumer satisfaction through purchasing decison. The population in this study were customers of Sate Seafood Senayan Kebon Sirih in January-February 2020. The sample used in this study were 200  respondents using the purposive sampling method with a questionnaire that had been tested for validity and reliability. Data analysis used SEM with Lisrel 8.8. The results of this study indicates that   product quality does not have an effect on purchasing decison. Product quality has a positive and significant effect on customer satisfaction. Purchase decision does not influence customer satisfaction. In addition, the service quality variable has an indirect effect on customer satisfaction through purchasing decison as a moderator variable.