Pengaruh Kualitas Produk dan Promosi Pada Kepuasan Pelanggan Kopi Kenangan Di Surabaya: Keputusan Pembelian Sebagai Variabel Mediasi

Abstract

The purpose of this study was to determine the effect of product quality and promotion on Kenangan Kopi customer satisfaction through purchasing decisions as a mediating variable. The approach used is quantitative research. The analysis method used is Partial Least Square (PLS), namely the outer model and inner model. The questionnaire was distributed online with the help of google form media. 173 respondents were obtained with an age range of 15 to 30 years, live in Surabaya, and are consumers of Kopi Kenangan. The sampling technique used was purposive sampling. The results of distributing questionnaires were analyzed with the help of the smartPLS 3.0 application. The tests conducted prove that product quality has a positive effect on purchasing decisions (0.679, p <0.001); thus, supporting H1. Promotion has a positive and significant effect on purchasing decisions (0.308, p<0.001); thus, supporting H2. Product quality also has a positive effect on customer satisfaction (-0.808, p<0.001); thus, supporting H3. Promotion has a significant effect on customer satisfaction (0.068, p<0.01); thus, supporting H4. Purchasing decisions have a positive and significant effect on customer satisfaction (1.157, p<0.001), thus supporting H5. These findings encourage Kopi Kenangan companies to focus on maintaining product quality and promotion to increase customer satisfaction. Kopi Kenangan needs to pay attention to all product quality in detail because this not only affects purchasing decisions but will also affect how much consumer satisfaction with existing products. If the quality is good, then consumers will also feel satisfied and will make repeat purchases.