ANALISIS PENGARUH PRICE, PRODUCT QUALITY, BRAND TRUST, BRAND LOVE TERHADAP PURCHASE DECISION MELALUI SATISFACTION DAN PURCHASE INTENTION PADA PEMBELIAN TEH KOTAK DI KOTA SAMARINDA --

RINGKASAN
PENGARUH PRICE, PRODUCT QUALITY, BRAND TRUST, BRAND LOVE
TERHADAP PURCHASE DECISION MELALUI SATISFACTION DAN
PURCHASE INTENTION PADA PEMBELIAN TEH KOTAK DI KOTA
SAMARINDA
BINTANG INDRI RAHMAWATI
Penelitian ini bertujuan untuk menganalisis dan membuktikan pengaruh Price,
Product Quality, Brand Trust, Brand Love terhadap purchase decision melalui
satisfaction terhadap purchase intention pada pembelian teh kotak di Kota
Samarinda. Penelitian ini menggunakan kuesioner dengan objek Teh Kotak denan
sampel berjumlah 200 responden yang dilakukan di Kota Samarinda. Dari 200
sampel hanya dapat igunakan data responden berjumlah 150 responden yang baik
untuk digunakan dalam penelitian ini. Pengambilan sampel menggunakan teknik
accidental sampling method. Dengan menggunakan pendekatan kuantitatif Path
Analisys yang diolah dengan software IMB SPSS statistic 23 dan structural
Equation Modeling (SEM) dengan software Amos 5.0
Berdasarkan model structural dalam penelitian ini dapat dibuktikan bahwa
Price, Product Quality, Brand Trust, Brand Love terhadap satisfaction. Brand Love
terhadap Purchase Intention. Satisfaction terhadap Purchase Intention. Purchase
Intention terhadap purchase Decision. Brand Trust terhadap Purchase Decision
dari seluruh hubungan antar variabel penelitian bahwa berpengaruh signifikan
terhadap pembelian teh kotak di Kota Samarinda. Dan hasil hubungan yang tidak
signifikan terhadap pembelin teh Kotak di Kota Samarinda yaitu, Price, Product
Quality, Brand Trust, terhadap Purchase Intention. Satisfaction terhadap Purchase
Decision. Price, Product Quality, Brand Love terhadap Purchase Decision.
Kata Kunci: Price, Product Quality, Brand Trust, Brand Love, Satisfaction,
Purchase Intention, Purchase Decision.
ABSTRACT
THE INFLUENCE OF PRICE, PRODUCT QUALITY, BRAND TRUST, BRAND
LOVE ON PURCHASE DECISION THROUGH SATISFACTION AND
PURCHASE INTENTION ON PURCHASE OF TEA TEA IN SAMARINDA CITY
BINTANG INDRI RAHMAWATI
This study aims to analyze and prove the effect of Price, Product Quality,
Brand Trust, Brand Love on purchase decisions through satisfaction on purchase
intention in buying tea boxes in Samarinda City. This study used a questionnaire
with the object of Teh Kotak with a sample of 200 respondents in Samarinda City.
Of the 200 samples, only 150 respondents were able to use data which was good
for use in this study. Sampling using accidental sampling method technique. Using
a quantitative approach Path Analysis processed with IMB SPSS statistics 23
software and structural Equation Modeling (SEM) with Amos 5.0 software
Based on the structural model in this study, it can be proven that Price,
Product Quality, Brand Trust, Brand Love on satisfaction. Brand Love on Purchase
Intention. Satisfaction of Purchase Intention. Purchase Intention to Purchase
Decision. Brand Trust on Purchase Decision from all the relationships between
research variables that have a significant effect on buying tea boxes in Samarinda
City. And the results of a relationship that is not significant to the purchase of boxed
tea in Samarinda City, namely, Price, Product Quality, Brand Trust, to Purchase
Intention. Satisfaction on Purchase Decision. Price, Product Quality, Brand Love
on Purchase Decision.
Keyword: Price, Product Quality, Brand Trust, Brand Love, Satisfaction, Purchase
Intention, Purchase Decision