PENGARUH KUALITAS PRODUK, STORE ATMOSPHERE DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN MELALUI KEPUTUSAN PEMBELIAN DI J.CO

Abstract

The purpose of this research is to find out and analyze about pruduct quality, store atmosphere, and brand image on customer satisfaction through purchasing decisions. The study population is customers of J.CO Donut. Proportional sampling technique is simple random sampling. A sample of 200 respondens. Collecting data using accidental techniques using a questionnaire that has been tested for validity and reliability. The method of data analysis was carried out with the Structural Equation Model. The results of this study are product quality has no significant effect on customer satisfaction through purchasing decisions with a t value of 0.80, as well as brand image does not significantly affect customer satisfaction through purchasing decisions with a t value of 0.68. While the store atmosphere has a significant effect on the value of customer satisfaction through purchasing decisions with t 2.86.