PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MELALUI KEPUASAN PELANGGAN DI DENNY’S KOTA KASABLANKA

Abstract

The purpose of this research is to know the Influence of Brand Image And Product Quality On Purchasing Decisions Through Customer Satisfaction At Denny's Kota Kasablanka. The population in this study was buyers who made purchases in April 2021 to June 2021. Sampling techniques used purposive sampling to decide 194 respondents. Data collection uses axial techniques using questionnaires that have been tested for validity and reliability. Descriptive and quantitative methods of data analysis. Quantitative analysis using Stuctural Equation Modeling (SEM). The results of the research showed that brand image has a significant influence on purchasing decisions with a t-value of 2.30. The quality of the product has a significant influence on theput of the purchase with a value of t-value 4.73. Brand image gives a significant influence on customer satisfaction with a t-value of 2.00. Product quality has a significant impact on customer satisfaction with a t-value of 3.80. The purchase decision has a significant influence on customer satisfaction with a t-value of 2.95. Brand image does not have an indirect influence on purchasing decisions through customer satisfaction with a t-value of 1.80. And the quality of the product has an indirect influence on the purchase decision through customer satisfaction with a t-value of 5.27.