Abstract
This study aims to determine and examine the effect of product quality on purchasingdecisions, the influence of brand image on purchasing decisions, the influence ofpurchasing decisions on customer satisfaction, the effect of product quality oncustomer satisfaction through purchasing decisions, and the influence of brand imageon customer satisfaction through purchasing decisions. This research is in the form ofquantitative research, where the data obtained is primary data obtained throughdistributing questionnaires to 120 respondents who have made purchases of Wardahcosmetic products. The data obtained were then processed using the Smart PLSsoftware. The results showed that there was a positive and significant relationshipbetween product quality and brand image variables on purchasing decisions, whichmeans that good product quality and good brand image will create purchasingdecisions for consumers. Purchase decisions have a positive influence on customersatisfaction. Product quality has a positive and significant effect on customersatisfaction. Brand Image does not significantly influence customer satisfaction.Product quality and brand image have a positive and significant effect on customersatisfaction through purchasing decisions. This shows that consumers will be satisfiedwith a product when consumers are satisfied with the purchasing decisions made onthe product.
Highlights
In this millennial era, the business area has been growing rapidly
From the total average, it could be concluded that participating respondents definitely agreed with the indicators listed in the questionnaire. Those testify that the average respondents feel satisfied with Wardah cosmetic products
The results of this study can be the reference for similar researches which use the theories and concepts of product quality, brand image, purchase decision, and customers' satisfaction
Summary
The business area has been growing rapidly. Its development is followed by the tight competition in some business areas. This competition requires every business to create a different product compared with others especially in cosmetics. The necessity in creating products is maintaining the quality of the product. It is the main key for each company to run their business. The requirement for a good quality product to be the main criteria for consumers is that it can give more benefits to the consumers. Kotler and Keller (2016) argue that the product quality is the privilege had by a product to generate appropriate and better output as expected by consumers The requirement for a good quality product to be the main criteria for consumers is that it can give more benefits to the consumers. Kotler and Keller (2016) argue that the product quality is the privilege had by a product to generate appropriate and better output as expected by consumers
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