Abstract:
Aims - The purpose of this research is to find out the significant influence of price,
product quality, and service quality towards customer satisfaction. The purpose of
this research is also to find out the significant influence of price, product quality,
service quality, and customer satisfaction towards purchase decision. This research
also to find out the indirect effect of price, product quality, and service quality
towards purchase decision mediated by customer satisfaction.
Design/Methodology/Approach - A quantitative research method was employed
in this study. The population in this research is the entire customers of SW product
on TikTok Shop. There are 250 samples of customers of SW product on TikTok
Shop. The instrument used in this study is a questionnaire for respondents. SEM-
PLS, or structural equation modeling, is used in this study.
Findings - The result shows that price and service quality of has a significant
influence on customer satisfaction. Product quality does not significantly influence
customer satisfaction. Product quality does not have a significant influence on the
purchase decision. Price, service quality, and customer satisfaction significantly
affects the purchase decision. Price and service quality has a significant effect on
the purchase decision, which is mediated by customer satisfaction. Product quality
does not have a significant effect on the purchase decision, mediated by customer
satisfaction.
Originality Value - The results of this research can provide information as
additional input that can be used and as a material consideration regarding the
importance of the influence price, product quality, service quality on purchasing
decision mediated by customer satisfaction.
