Ramadhan, Abel Aldiver Pengaruh product Quality dan product Packaging terhadap customer Satisfaction melalui purchase Decision pada Rumah Kue Viera Di Kota Pekanbaru. PENGARUH PRODUCT QUALITY DAN PRODUCT PACKAGING TERHADAP CUSTOMER SATISFACTION MELALUI PURCHASE DECISION PADA RUMAH KUE VIERA DI KOTA PEKANBARU.

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Abstract

This research aims to find out how much influence product quality and product packaging have on customer satisfaction through purchase decisions at the Viera Cake House in Pekanbaru City. This research consists of two independent variables, namely product quality and product packaging and one dependent variable, namely customer satisfaction and purchase decision as intervening variables. The analysis method used is path analysis. The data collection method in this research is to use a questionnaire filled out by respondents, namely consumers who shop for souvenirs at the Viera Cake House in Pekanbaru City. The research results obtained based on the Partial Test (t Test) showed: a) there is a significant influence of product quality on purchase decisions, b) there is a significant influence of product packaging on purchase decisions, c) there is a significant influence of product quality on customer satisfaction, d) there is an influence product packaging is significant on customer satisfaction, e) there is a significant influence of purchase decisions on customer satisfaction, f) purchase decisions can mediate the influence of product quality on customer satisfaction g) purchase decisions can mediate the influence of product packaging on customer satisfaction.

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