When Image and Quality Meet: The Impact on Consumer Satisfaction and Purchasing Decisions

Nurul Fauziah; Zainal Zawir Simon

doi:10.58777/mcb.v1i2.550

Authors

Nurul Fauziah Faculty of Economics and Business, YARSI University, Jakarta
Zainal Zawir Simon

DOI:

https://doi.org/10.58777/mcb.v1i2.550

Keywords:

Product Quality, Brand Image, Purchasing Decision, Consumer Satisfaction

Abstract

This study was conducted with the aim of testing the effect of product quality, brand image on purchasing decisions with consumer satisfaction as an intervening factor on NIKE shoes in the DKI Jakarta area and its review from an Islamic perspective. The number of respondents in this study was 100 respondents. Data collection techniques using survey methods with questionnaire instruments. Data analysis using the Partial Last Square Structural Equation Modeling (PLS-SEM) method. The results of this study indicate that: There is a positive and significant influence between product quality variables on purchasing decisions, brand image has a positive and significant effect on purchasing decisions. Product quality and brand image have a positive and significant effect on consumer satisfaction. Consumer satisfaction can be used as an intervening factor between product quality and purchasing decisions. Consumer satisfaction can be used as an intervening factor between brand image and purchasing decisions.

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