Consumer Satisfaction as a Mediating Variable: The Impact of Service Quality and Consumer Perception on iPhone Purchase Decisions in Depok City

Alloysius Pamruda Dhika Mahendra; Yohanes Ferry  Cahaya; Herni Pujiati; Ilham Nawang  Armanda

doi:10.59806/jkamtb.v8i1.746

Penulis

Alloysius Pamruda Dhika Mahendra Magister Manajemen, Universitas Dirgantara Marsekal Suryadarma
Yohanes Ferry Cahaya Magister Manajemen, Universitas Dirgantara Marsekal Suryadarma
Herni Pujiati Magister Manajemen, Universitas Dirgantara Marsekal Suryadarma
Ilham Nawang Armanda Magister Manajemen, Universitas Dirgantara Marsekal Suryadarma

DOI:

https://doi.org/10.59806/jkamtb.v8i1.746

Kata Kunci:

Service Quality, Consumer Perception, Consumer Satisfaction, Purchase Decision

Abstrak

This study examines the influence of service quality and consumer perception on iPhone purchase decisions, mediated by consumer satisfaction among 200 consumers in Depok City, Indonesia. Using Smart PLS-SEM analysis, findings reveal that service quality significantly impacts consumer satisfaction (?=0.412, p<0.001) and purchase decisions (?=0.328, p<0.001). Consumer perception demonstrates significant effects on satisfaction (?=0.385, p<0.001) and purchase decisions (?=0.294, p<0.01). Consumer satisfaction partially mediates the relationship between service quality and purchase decisions (?=0.189, p<0.01), and between consumer perception and purchase decisions (?=0.176, p<0.01). The model explains 68.3% variance in purchase decisions, confirming satisfaction's crucial mediating role in premium smartphone purchasing behavior.