PRODUCT QUALITY AND E-WOM ON CONSUMER SATISFACTION THROUGH PURCHASE DECISION: MIRASA JERANGKING CASE STUDY

Reymona Trisnanda Fauziah, Dian Citaningtyas Ari Kadi

Abstract


This study examines the effects of product quality and Electronic Word of Mouth (e-WOM) on consumer satisfaction through purchase decision at Mirasa Jerangking in Magetan Regency. This quantitative study involved 200 respondents and used SPSS 25, path analysis, and the Sobel test. Product quality and e-WOM had positive and significant effects on purchase decision, while neither had a significant direct effect on consumer satisfaction. Purchase decision had a positive and significant effect on consumer satisfaction. The Sobel test confirmed that purchase decision mediates the effects of product quality and e-WOM on consumer satisfaction.

Keywords: product quality, electronic word of mouth, purchase decision, consumer satisfaction, MSMEs


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References


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