Brand Image, Service Quality, and Price Effects on Purchase Decisions through Consumer Satisfaction at Indomaret
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Abstract
Modern retail competition requires firms to understand how brand image, service quality, and price shape consumer satisfaction and purchase decisions. However, understanding the role of consumer satisfaction as a mediating mechanism is essential for developing effective retail strategies. This study aimed to examine the effects of brand image, service quality, and price on purchase decisions, with consumer satisfaction as a mediating variable among Indomaret customers in Probolinggo City. A quantitative explanatory survey was conducted using purposive sampling of consumers who had experience purchasing products at Indomaret outlets. Primary data were collected through questionnaires and analyzed using Partial Least Squares Structural Equation Modeling with SmartPLS. The results showed that brand image, service quality, and price had significant positive effects on consumer satisfaction. Brand image, service quality, price, and consumer satisfaction also had significant positive effects on purchase decisions. Furthermore, consumer satisfaction significantly mediated the relationships between brand image, service quality, and price and purchase decisions. These findings indicate that purchase decisions in modern retail are influenced by both direct transactional considerations and satisfaction-based evaluations. The study contributes to understanding consumer purchasing behavior by highlighting consumer satisfaction as an important mechanism linking brand image, service quality, and price to purchase decisions. Practically, the findings suggest that modern retail managers should maintain a favorable brand image, deliver consistent service quality, and offer competitive prices while enhancing consumer satisfaction to strengthen purchase decisions.
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