PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUASAN KONSUMEN MELALUI KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL INTERVENING

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.