The Effect of Product Quality and Service Quality on Purchase Decisions that Impact on Consumer Satisfaction at Deolin.Co-Chocolate & Cookies In Bandung City

Dadang Munandar

doi:10.26858/pdr.v1i1.35218

The Effect of Product Quality and Service Quality on Purchase Decisions that Impact on Consumer Satisfaction at Deolin.Co-Chocolate & Cookies In Bandung City

Dadang Munandar^(1*),

(1) International Women University, Bandung, Jawa Barat, Indonesia
(*) Corresponding Author

DOI: https://doi.org/10.26858/pdr.v1i1.35218

Abstract

This study aims to determine the effect of product quality and service quality on purchasing decisions that have an impact on consumer satisfaction at Deolin.co-Chocolate & Cookies in Bandung. The method used is explanatory research with a sample of 96 respondents. The analysis technique uses statistical analysis with regression, correlation, determination and hypothesis testing. The results of this study that product quality has a significant effect on purchasing decisions by 34.9%, hypothesis testing obtained a significance of 0.000 <0.05. Service quality has a significant effect on purchasing decisions by 45.0%, hypothesis testing obtained a significance of 0.000 <0.05. Product quality and service quality simultaneously have a significant effect on purchasing decisions by 51.2%, hypothesis testing obtained a significance of 0.000 <0.05. Purchasing decisions have a significant effect on consumer satisfaction by 31.3%, hypothesis testing obtained a significance of 0.000 <0.05.

Keywords

Product Quality; Service Quality; Purchase Decision; Consumer Satisfaction

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