PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING.

This study aims to determine the effect of service quality, product quality
on purchasing decisions through customer satisfaction as an intervening variable
at Whitebone Resto Semarang. The research method used is quantitative using
SMARTPLS 3 (Smart Partial Squares). The population in this study were
Whitebone Resto Semarang customers. The sample used purposive sampling
method (purposive sampling) the number of research samples was 96
respondents. The results of this study indicate that (1) Service Quality affects
Customer Satisfaction, (2) Product Quality affects Customer Satisfaction, (3)
Service Quality has no effect on Purchasing Decisions, (4) Product Quality
affects Purchasing Decisions, (5) Customer Satisfaction affects Purchasing
Decisions, (6) Service Quality affects Purchasing Decisions through Customer
Satisfaction as an intervening variable, (7) Product Quality affects Purchasing
Decisions through Customer Satisfaction as an intervening variable.
Keywords: Service Quality, Product Quality, Customer Satisfaction, Purchase
Decision.