Andi Gatya Bintangtimur, . (2026) ANALISIS KEPUASAN PELANGGAN DENGAN KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL MEDIASI. Tesis thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The Effects of Brand Image, Product Quality, and Price Perception on Purchase Decision with Customer Satisfaction as a Mediating Variable: A Study of The Body Shop Consumers in Jakarta By: Andi Gatya Bintangtimur A B S T R A C T This study aims to examine the effects of Brand Image, Product Quality, and Price Perception on Customer Satisfaction and their implications for Purchase Decision of The Body Shop products. A quantitative research approach was employed using a survey method targeting The Body Shop consumers in Jakarta. Data were collected through an online questionnaire and analyzed using Partial Least Squares– Structural Equation Modeling (PLS-SEM). The results indicate that Brand Image, Product Quality, and Price Perception have positive and significant effects on Customer Satisfaction. Furthermore, Customer Satisfaction is proven to act as a significant mediating variable in the relationship between Brand Image, Product Quality, and Price Perception toward Purchase Decision. The structural model evaluation shows an R² value of 0.682 for Customer Satisfaction and 0.519 for Purchase Decision, indicating a moderate to near-substantial explanatory power. In addition, positive Q² values confirm that the model demonstrates good predictive relevance. Overall, the findings highlight that enhancing customer satisfaction through consistent product quality, strong brand image, and fair price perception plays a crucial role in shaping consumers’ purchase decisions. This study provides practical insights for companies in formulating marketing strategies focused on customer satisfaction and sustainable purchasing behavior. Keywords: Brand Image, Product Quality, Price Perception, Customer Satisfaction, Purchase Decision
| Item Type: | Thesis (Tesis) |
|---|---|
| Additional Information: | [No. Panggil : 2310122006] [Pembimbing : Dr. Miguna Astuti, S.Si., MM., MOS., CPM. ] [Penguji 1 : Prof. Dr. Prasetyo Hadi, S.E., M.M., CFMP. ] [Penguji 2 : Dr. Maria Assumpta Wikantari, S.S., MBA., CWM.] |
| Uncontrolled Keywords: | brand image, product quality, price perception, customer satisfaction, purchase decision |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S2) |
| Depositing User: | ANDI GATYA BINTANGTIMUR |
| Date Deposited: | 17 Mar 2026 02:43 |
| Last Modified: | 17 Mar 2026 02:43 |
| URI: | http://repository.upnvj.ac.id/id/eprint/42225 |
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