PENGARUH KUALITAS PRODUK TERHADAP KEPUASAN PELANGGAN MELALUI KEPUTUSAN PEMBELIAN DI PAUL BAKERY PATISSERIE PASIFIC PLACE

Abstract

The purpose of this research is to find out the influence of product quality on customer satisfaction through purchase decision. The population of researches the customers of Paul Bakery Patisserie Pasific Place in January 2020. The sample involved was 176 respondents by purposive sampling method. Data collection by accidental technique using questionaire that has been tested its validity and reliability prior to its distribution. Data analyzed by descriptive and quantitative. The method of quantitative analysis is path analysis using SPSS version 24 program. The results found out that product quality significantly influence positively on purchase decision and customer satisfaction. Product quality also has the indirect effect on customer satisfaction through purchase decision as the intervening variable