The Influence Of Social Media Content, Product Quality, Price, Customer Interaction On Purchase Decisions With Customer Satisfaction As An Intervening Variable (Case Study On Anchoredsoul Brand Of Garment Industry In Bandung)

Zubin Mehta¹, Sandra Oktaviana Pinaraswati²

Abstract

Companies inevitably have to adapt to internet technology and are expected to be able to use digital technology. Apart from being able to optimize work, internet technology will also be able to save production costs. The aim of this research is to determine the influence of social media content, product quality, price and customer interaction on purchasing decisions with customer satisfaction as an intervening variable: case study of the brand anchoredsoul convection industry in Bandung. This research uses a quantitative approach with the type of research used in this research being explanatory research. The analysis method uses Structural Equation Model – Partial Least Square (SEM-PLS). This research will use a sample size of 109 consumers of products from the Anchoredsoul brand in the convection industry in Bandung. The data source in this research was obtained through a questionnaire using a Likert scale. The research results show that product quality, price and customer interaction have a significant effect on purchasing decisions except for social media content. Then product quality and customer interaction have a significant influence on customer satisfaction through social media content and price. Customer satisfaction is able to mediate the relationship between product quality and customer interaction on purchasing decisions except for social media content and price