The Influence Of Customer Experience And Product Quality On Customer Satisfaction Through Buying Decisions For Eiger Outdoor Gear Products In Pekanbaru City

Sharnuke Asrilsyak

doi:10.30871/jaba.v8i2.8406

Sharnuke Asrilsyak Universitas Riau, Pekanbaru, Indonesia

DOI: https://doi.org/10.30871/jaba.v8i2.8406

Abstract

This study was conducted with the aim of knowing the effect of Customer Experience and Product Quality on Customer Satisfaction through Buying Decisions in the Pekanbaru city community. The population in this study were the people of Pekanbaru city who had shopped at Eierg products in Pekanbaru City. Sampling in this study was carried out using the purposive sampling technique, so the number of samples in this study was 135 respondents. The data analysis method of this study uses the Structural Equation Modeling - Partial Least Square (SEM-PLS) analysis method with SmartPLS software version 4.1.0.2. The results showed a positive and significant influence between customer experience and Buying Decisions. There is a positive and significant influence between Product Quality and Buying Decisions. There is a positive and significant influence between Buying Decisions and Customer Satisfaction. There is a positive and significant influence between customer experience and Customer Satisfaction through Buying Decisions. There is a positive and significant influence of social media marketing on consumer satisfaction through Buying Decisions.

References

Abdullah, PM (2015), Quantitative Research Methodology , Aswaja Pressindo , Yogyakarta: Aswaja Pressindo.
Citra, P., Dan, M., Produk, K., Kebijakan, T., Produk, P., Di, E., Bandung, K., et al. (2020), “1,2,3)”, Vol. 7 No. 1, pp. 251–267.
D Praja, A. and Haryono, T. (2022), "The Effect Of Brand Image And Product Quality On Repurchase Intention Mediated By Consumer Satisfaction Study At Uniqlo In Solo", הארץ , Vol. 2022 No. 8.5.2017, pp. 2003–2005.
Fadhli K and Dwi Pratiwi N. (2021), “The Influence of Digital Marketing, Product Quality, and Emotional on Consumer Satisfaction at Poskop Zio Jombang”, Jurnal Inovasi Penelitian , Vol. 2 No. 2, pp. 603–612.
Febriani, NMAI and Ardani, IGAKS (2021), "The Influence of Customer Experience, Ease of Use, and Trust on Repurchase Intention (Case Study of Tokopedia Consumers in Denpasar)", American Journal of Humanities and Social Sciences Research , Vol. 5 No. 2, pp. 378–383.
Kadarisman, A., Sagir, J. and Septiani, E. (2023), “The Influence of Omni-Channel Marketing and Customer Experience on Repurchase at D'Max Hotel & Convention Lombok”, Journal of Marketing Research , Vol. 2 No. 1 , pp. 1–8, doi: 10.29303/jrp.v2i1.2359.
Lestari, V. (nd). “The Influence of Product Quality, Costumer Experience and Brand Image on Customer Satisfaction on Eiger Products in Kebumen”.
uharam, R. and Wolok, T. (2018), “The Influence of Store Atmosphere and Customer Experience on Purchasing Decisions at Distro Ungu Kota …”, JAMBURA: Scientific Journal of Management and … , Vol. 1 No. 2, pp. 136–151.
Pradana, D., Hudayah, S. and Rahmawati. (2019), “The Influence of Price, Product Quality and Brand Image on Motorcycle Purchasing Decisions”, JIMFE (Scientific Journal of Management, Faculty of Economics) , Vol. 14 No. 1, pp. 16–23, doi: 10.34203/jimfe.v5i1.1324.
Ronaldo, H. and S, WH (2019), “The Influence of Product Quality and Promotion on Nexfood Product Purchasing Decisions”, Journal of Management and Business Start-Up , Vol. 3 No. 6, pp. 775–781.
Sari, DP and Nuvriasari, A. (2018), “The Influence of Brand Image, Product Quality and Price on Purchasing Decisions of Eiger Brand Products (Study on Students of Mercu Buana University Yogyakarta)”, Journal of Economic and Business Research , Vol. 3 No. 2, pp. 73–83, doi: 10.33633/jpeb.v3i2.2298.
Sugiharto, S. and Wijaya, RA (2020), “The Effect of Service Quality on Customer Loyalty with Customer Satisfaction as a Mediating Variable at One Eighteenth Cafe, Siwalankerto – Surabaya”, Journal of Marketing Strategy , Vol. 7 No. 1, p. 11.
Wulandari, ME, Hufron, M. and Basalamh, MR (2020), “The effect of store atmosphere, brand image and product quality on loyalty through satisfaction as an intervening variable (case study on customers of distro inspird in Malang city)”, Journal of Chemical Information and Modeling , Vol. 53 No. 9, pp. 1689–1699.