THE EFFECT OF PRODUCT QUALITY AND PROMOTION ON PURCHASE DECISIONS MEDITED CONSUMER SATISFACTION ON MSMES IN LAMONGAN REGENCY

Abstract

In Indonesia, the business sector that has progressed is MSMEs. MSMEs have an impact on
economic recovery. This study aims to determine product quality and promotion of purchasing
decisions mediated by consumer satisfaction at UMKM Lamongan Regency. Researchers used
quantitative methods with a sample of 316 respondents. The data analysis used is the SEM method with
the Smart PLS version 3.0 tool. The test used consists of the outer model, inner model, mediation test
and hypothesis testing. The variables of product quality, promotion, purchasing decisions and
consumer satisfaction have been declared valid and reliable. Product quality and promotion variables
on purchasing decisions mediated by consumer satisfaction are referred to as Partial Mediation.
Product quality and promotion variables have a positive and significant impact on purchasing decisions