THE ROLE OF BRAND IMAGE, PRODUCT QUALITY AND PRICE ON TOBACCO PURCHASE DECISIONS AT "SURYA MAS TOBACCO SHOP" MEDIATED BY CONSUMER SATISFACTION

Abstract

This research aims to determine the influence of brand image, product quality and price on purchase decisions at surya mas tobacco stores by mediating consumer satisfaction. This study uses a type of descriptive quantitative research. This data collection was taken through the distribution of questionnaires. The respondents in this study are consumers of the Surya Mas Lamongan Tobacco Shop, in November 2024. The sample determination method uses the purposive sampling technique, non-propability with the calculation of the slovin formula with an error of 5%. The processed sample was 143 questionnaire samples with the lowest age criterion being 19 years, using the Smart PLS program version 3.29.

The results of the study stated that. Variable brand image (X1) has a positive effect on purchasing decisions (Y) and consumer satisfaction (Z). The product quality variable (X2) has a positive and significant effect on purchase decisions (Y) and consumer satisfaction (Z). The price variable (X3) has a positive and insignificant effect on purchase decisions (Z), but positively and significantly on consumer satisfaction (Z). From the results of mediation, the brand image variable (X1) was positive and not significant to the purchase decision (Y) through purchase satisfaction (Z). The positive product quality variable (X2) was not significant to the purchase decision (Y) through purchase satisfaction (Z). The price variable (X3) is positive and significant to the purchase decision (Y) through consumer satisfaction (Z)