The Effect Of Service Quality And Price Perceptions On Purchasing Decisions Through Customer Satisfaction As An Intervening Variable At Muda99 Barbershop In Sidoarjo

¹Afryan Nawwa Firdaus, ¹Bambang Raditya Purnomo

Abstract

The aim of this research is to analyze the influence of service quality and price perception on purchasing decisions using customer satisfaction as an intervening variable. The research subjects were consumers of the Muda99 barbershop in Sidoarjo with a sample of 110 people. The method used in this research is quantitative research method. The analysis technique used is the Partial Least Square (PLS) technique with validity, reliability and hypothesis tests. The research results show that service quality has a significant impact on customer satisfaction at Muda99 Barbershop in Sidoarjo. Price perception has a significant impact on customer satisfaction at the Muda99 Sidoarjo barbershop. The quality of service has no significant influence on purchasing decisions at Barbershop Muda99 Sidoarjo. Price perception has a positive and significant influence on customer satisfaction in the Muda99 Sidoarjo barbershop. Customer satisfaction has a positive and significant influence on the purchase decision in the Muda99 Sidoarjo barbershop. The service quality has a significant influence on purchasing decisions through customer satisfaction at the Muda99 Sidoarjo barbershop. Price perception has a significant influence on purchasing decisions due to customer satisfaction in the Muda99 Sidoarjo barbershop