PENGARUH BRAND IMAGE DAN HARGA TERHADAP KEPUASAN KONSUMEN AQUA MELALUI KEPUTUSAN PEMBELIAN DI SUPERMARKET HARI–HARI KOTA DUMAI RIAU

This research aims to determine the influence of brand image and price on consumer satisfaction at Hari - Hari Dumai City Riau Supermarket through intervening variables in purchasing decisions. This research uses a quantitative method with an explanatory research type. The sample in this study was taken as many as 100 people using accidental sampling technique. Hypothesis testing was carried out using a Structural Equation Model (SEM) approach based on Partial Least Square (PLS) using the SmartPLS version 3 application to test the relationship between variables. The research results show that brand image has an insignificant positive influence on Aqua purchasing decisions at the Hari - Hari Dumai City Riau Supermarket. Price and brand image have significant positive influence on Aqua purchasing decisions at the Hari - Hari Dumai City Riau Supermarket. Price does not have a significant effect on Aqua consumer satisfaction at Hari - Hari Dumai City Riau Supermarket. Purchasing decisions have a significant effect on Aqua consumer satisfaction at Hari - Hari Dumai City Riau Supermarket. Brand image has an insignificant indirect effect on Aqua consumer satisfaction through purchasing decisions at the Hari - Hari Dumai City Riau Supermarket. Price has an indirect effect on Aqua consumer satisfaction through purchasing decisions at the Hari - Hari Dumai City Riau Supermarket.