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All Journal Journal of Business Management and Economic Development
Novita Tri Hariyanti
Faculty of Economics and Business, Universitas Negeri Malang, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences Other

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Effect of Perceived Price and Brand Image on Purchase Decision through Customer Satisfaction, a Study on Azarine Buyers in Malang City Novita Tri Hariyanti; Ery Tri Djatmika Rudijanto W.W; Ely Siswanto
Journal of Business Management and Economic Development Том 1 № 02 (2023): May 2023
Publisher : Pt. Riset Press International

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59653/jbmed.v1i02.147

Abstract

This study aims to analyze the effect of perceived price and brand image on purchase decision through customer satisfaction with the subject of Azarine skincare buyers in Malang city as respondents. This type of research is quantitative using Path analysis research method using structural equation modeling method with SmartPLS 4.0. Data sample of 270 questionnaires was obtained. Based on the results of the study, it can be concluded that perceived price has a significant positive effect on purchase decision; brand image has no effect on purchase decision; customer satisfaction has a significant positive effect on purchase decision; perceived price has a significant positive effect on customer satisfaction; brand image has a significant positive effect on customer satisfaction; perceived price has an indirect effect on purchase decision through customer satisfaction; brand image has an indirect effect on purchase decision through customer satisfaction. Based on the results of the analysis, the researcher makes suggestions for the azarine skincare brand to expand marketing to various platforms other than Instagram. This will also increase customer satisfaction with the azarine brand itself
Co-Authors Ely Siswanto Ery Tri Djatmika RWW