Product Quality and Brand Image towards Customers' Satisfaction through Purchase Decision of Wardah Cosmetic Products in Surabaya
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Abstract
This study aims to determine and examine the effect of product quality on purchasing
decisions, the influence of brand image on purchasing decisions, the influence of
purchasing decisions on customer satisfaction, the effect of product quality on
customer satisfaction through purchasing decisions, and the influence of brand image
on customer satisfaction through purchasing decisions. This research is in the form of
quantitative research, where the data obtained is primary data obtained through
distributing questionnaires to 120 respondents who have made purchases of Wardah
cosmetic products. The data obtained were then processed using the Smart PLS
software. The results showed that there was a positive and significant relationship
between product quality and brand image variables on purchasing decisions, which
means that good product quality and good brand image will create purchasing
decisions for consumers. Purchase decisions have a positive influence on customer
satisfaction. Product quality has a positive and significant effect on customer
satisfaction. Brand Image does not significantly influence customer satisfaction.
Product quality and brand image have a positive and significant effect on customer
satisfaction through purchasing decisions. This shows that consumers will be satisfied
with a product when consumers are satisfied with the purchasing decisions made on
the product.
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