ANALISIS PENGARUH RELIGIOSITY, BRAND IMAGE, PRICE DAN TREND FASHION TERHADAP SATISFACTION DAN PURCHASE DECISION PADA PENGGUNA PRODUK ZOYA DI KOTA SAMARINDA --

ABSTRAK
Tujuan dari penelitian ini adalah untuk menganalisis dan membuktikan dari
pengaruh Religiosity, Brand Image, Price dan Trend Fashion terhadap
Satisfaction dan Purchase Decision pada Pengguna Produk Zoya di Kota
Samarinda. Dan penelitian ini menggunakan metode survei yaitu dengan
menyebarkan kuesioner dengan jumlah sampel sebanyak 150 responden.
Teknik analisa yang digunakan pada penelitian ini adalah Structural Equation
Modellling (SEM) dengan Software IBM SPSS Statistic 23 dan IBM AMOS 23.
Hasil penelitian menunjukkan bahwa Religiosity berpengaruh signifikan
terhadap Satisfaction, Brand Image berpengaruh signifikan terhadap
Satisfaction, Price berpengaruh signifikan terhadap Satisfaction, Trend Fashion
berpengaruh signifikan terhadap Satisfaction dan Satisfaction berpengaruh
signifikan terhadap Purchase Decision. Namun, Religiosity tidak berpengaruh
signifikan terhadap Purchase Decision, Brand Image tidak berpengaruh
signifikan terhadap Purchase Decision, Price tidak berpengaruh signifikan
terhadap Purchase Decision, dan Trend Fashion tidak berpengaruh signifikan
terhadap Purchase Decision.
Kata kunci: Religiosity, Brand Image, Price, Trend Fashion, Satisfaction,
dan Purchase Decision.
ABSTRACT
The purpose of this study is to analyze and prove the influence of Religiosity,
Brand Image, Price and Trend Fashion on Satisfaction and Purchase Decision
on users of Zoya products in Samarinda city. And this study used a survey
method by distributing questionnaires with a total sample of 150 respondents.
The analysis technique used in this study was Structural Equation Modelling
(SEM) with IBM SPSS Statistic 23 and IBM AMOS 23 software. The result
showed that Religiosity has a significant effect on Satisfaction, Brand Image
has a significant effect on Satisfaction, Price has a significant effect on
Satisfaction, Trend Fashion has a significant effect on Satisfaction, and
Satisfaction has a significant effect on Purchase Decision. However, Religiosity
has no significant effect on Purchase Decision, Brand Image has no significant
effect on Purchase Decision, Price has no significant effect on Purchase
Decision, and Trend Fashion has no significant effect on Purchase Decision.
Keyword: Religiosty, Brand Image, Price, Trend Fashion, Satisfaction, and
Purchase Decision.