Analysis of Customer Satisfaction with Purchase Decisions as a Mediation Variable
Abstract
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.
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