PENGARUH CITRA MEREK, PERSEPSI HARGA, DISTRIBUSI, DAN DAYA TARIK IKLAN TERHADAP KEPUASAN KONSUMEN MELALUI KEPUTUSAN PEMBELIAN SEBAGAI PEMEDIASI PADA PRODUK MAKANAN KUCING WHISKAS
NUR AISA, AYASOFYA
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This research study is to analysis of the effect of brand image, perceive price, distribution, and attractiveness of advertising on consumer satisfaction with purchase decision as mediatorson cat food products of Whiskas. Subject in this study were the users of Whiskas in the Special Region of Yogyakarta with a sample size of 207 respondents. Research methodology with purposive sampling technique of jugdement sampling with Structural Equation Modeling method that is processed using AMOS 23.0 program. The result of this research shows that brand image, percieve price, distribution, and attractiveness of advertising have effect on purchase decision. Brand image and distribution have no effect on consumer satisfaction. Percieve price and attractiveness of advertising have effect on consumer satisfaction. Purchase decision able to mediate brand image, percieve price, and distribution. Purchae decision not able to mediate attractiveness of advertising against consumer satisfaction.