Impact of Price and Product Quality on Customer Satisfaction with Purchase Decision as an Intervening Variable: A Study on Tokopedia x TikTok Marketplace

M Masruri Aditya¹, Sukesi²

Abstract

(Purpose) This study aimed to understand the influence of price and product quality on customer satisfaction with purchase decisions as an intervening variable on the marketplace Tokopedia x TikTok. (Methods)used in this study is a quantitative research method. The analysis technique used is Structural Equation Modeling (SEM), with the assistance of PLS ​​(Partial Least Squares) software, including outer model testing, inner model testing, and hypothesis testing. (Results) the study shows that price positively and significantly affects customer satisfaction. Product quality has a positive but not significant effect on customer satisfaction. Price does not have a significant effect on purchase decisions. Product quality has a positive and significant effect on purchase decisions. Purchase decisions have a positive and significant effect on customer satisfaction. Purchase decisions do not mediate the effect of price on customer satisfaction. Purchase decisions mediate the effect of product quality on customer satisfaction. (Implications) Tokopedia x TikTok management may need to consider paying more attention to improving product quality and adjusting prices for consumer subgroups with the lowest satisfaction (ie, consumers with high quality preferences, consumers with low purchasing power, consumers who frequently shop for premium products, and consumers who are more sensitive to price changes).