<![CDATA[Mentari’s description customer is the aimed of the research and followed by functional research to answered the research question, is customer value influence the buying decision? Is satisfaction customer moderated this relationship? Buy a product or services is a process and are influenced many factors, ext. customer’s satisfaction. The concept of customer satisfaction suggests strong relationship to customer value in a hierarchical model. Starting at the bottom of the hierarchy, customer learn to think about products and performances attribute. When purchasing and using a product, they learn concequence experiences, reflected value in use and possession value, that is the next level up in the hierarchy. The top level, customer achieve their goals and purposes to attach goal-based satisfaction. Customer value is a customer’s perceived preference for and evaluation of those product attributes, attribute performances and consequences arising from use that facilitate (or block) achieving the customer’s goals and purposes in use situations. Regression linear is used to this research model. The result is, there is not moderating variabel in this research because customer value and customer’s satisfaction are the significant factor to buying decision specially for short time and long time customer. So the customer’s satisfaction is not moderate variable in this relationship modeled. Keywords: customer’s value, buying-process, attribute based satisfaction, consequences based-satisfaction, goal-based satisfaction, moderating variable, short time and long time customer.]]>
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