Pengaruh Kualitas Produk dan Citra Merek terhadap Kepuasan Konsumen melalui Keputusan Pembelian sebagai Variabel Intervening (Studi Kasus pada Warnet Pengguna Telkom Speedy di Kecamatan Siantar Timur)

The results of the study can be concluded as follows: 1. The quality of the product is quite good, quite
good brand image, purchasing decisions are quite agree and consumer satisfaction was quite satisfied. 2. There
is a positive influence between product quality and consumer satisfaction toward purchasing decisions is
evidenced by the regression Ŷ(Z) = 5,399 + 0,328 X 1 + 0,414 X 2. There is a positive influence between purchase
decisions against consumer satisfaction evidenced by regression Ŷ = 34,089 + 0,352 X(Z). 3. There is moderately
high and positive correlation between product quality and brand image against a decision of purchase evidenced
by r = 0,794 with R Square = 61.3%. There is a low and positive correlation between the buying decision
towards customer satisfaction is evidenced by the r = 0,360 with R Square = 12.9%. 4. The results of the
hypothesis H0 is rejected, meaning that product quality and brand image a positive and significant effect against
the satisfaction of consumers through the buying decision as simultaneously intervening variables as well as
partial.
As for the suggestion of this research are: 1. To improve the quality of the product we recommend that
you add to the access speed and improve the durability of Telkom Speedy modem. 2. To enhance the brand image
of Telkom Speedy should improve product quality and establish good relationships with consumers. 3. To
enhance the purchasing decision Telkom Speedy should lower prices and costs. 4. To increase consumer
satisfaction Telkom Speedy should give maximum service and improve the quality of the product.
Keyword: Product Quality, Brand Image, Purchasing Decisions and Consumer Satisfaction