The Role of Consumer Satisfaction in Mediating the Influence of Product and Price on the Interest in Buying Imported Goods of PT. Eternal Bright Electric in Semarang

Authors

  • Duta Iyyaka STIE Semarang
  • Arini Novandalina STIE Semarang
  • Rokhmad Budiyono STIE Semarang

DOI:

https://doi.org/10.47841/icorad.v3i2.198

Keywords:

Product, Price, Consumer Satisfaction, Purchase Interest

Abstract

The population in this study is all consumers of consumer satisfaction with PT. Eternal Bright Electric's countless imported goods. The sample used is a saturated sample of 100 respondents. The variables of this study use exogenous variables consisting of products and prices and two endogenous variables, namely consumer satisfaction as mediation and purchase intention as the dependent variable. The data collection method uses a questionnaire. The data analysis method includes descriptive statistics and quantitative analysis using SEM-PLS. The results of the analysis show that the product has a negative and insignificant effect on Product satisfaction, price has a negThe population in this study is all consumers of consumer satisfaction with PT. Eternal Bright Electric's countless imported goods. The sample used is a saturated sample of 100 respondents. The variables of this study use exogenous variables consisting of products and prices and two endogenous variables, namely consumer satisfaction as mediation and purchase intention as the dependent variable. The data collection method uses a questionnaire. The data analysis method includes descriptive statistics and quantitative analysis using SEM-PLS. The results of the analysis show that the product has a negative and insignificant effect on Product satisfaction, price has a negative and insignificant effect on Satisfaction, Product has a negative and insignificant effect on Purchase Intention, Satisfaction has a negative but insignificant effect on purchase intention and Price has a negative but insignificant effect on purchase intention. Suggestions that can be given to further researchers are to conduct research on other organizations with more samples, so that the results of the study can be generalized. In addition, it can replace the independent variable because there are still other variables that can affect based on the coefficient of determination.ative and insignificant effect on Satisfaction, Product has a negative and insignificant effect on Purchase Intention, Satisfaction has a negative but insignificant effect on purchase intention and Price has a negative but insignificant effect on purchase intention. Suggestions that can be given to further researchers are to conduct research on other organizations with more samples, so that the results of the study can be generalized. In addition, it can replace the independent variable because there are still other variables that can affect based on the coefficient of determination.

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Published

2024-12-26