The Influence of Brand Image, Price and Product Quality on the Decision to Purchase Mamypoko Baby Diaper Products at the Funkids Store Through Customer Satisfaction as an Intervening Variable

Abstract

This study aims to determine the Influence of Brand Image, Price, and Product Quality on Customer Purchase Decisions of Mamypoko Baby Diaper Products at Funkids Stores through Customer Satisfaction as an Intervening Variable. This study uses a quantitative research method. The population used in the study was customers of Mamypoko Baby Diaper Products at Funkids Stores and the sample used was 384 customers of Mamypoko Baby Diaper Products at Funkids Stores using probability sampling. Data analysis in the study used SmartPLS 4.0 software. PLS The results of this study show that there is a customer satisfaction variable of (0.940), which proves that the strength of the variables of brand image, price, and product quality can be explained through the customer satisfaction variable of 94% (moderate category). The R-Square value of the purchase decision variable was (0.653), which shows that the strength of the variables of brand image, price, and product quality along with customer satisfaction can be explained through the purchase decision variable of 65.3% (moderate category).