PENGARUH KUALITAS PRODUK DAN TRUST ICON CORPORATE TERHADAP KEPUTUSAN PEMBELIAN MELALUI KEPUASAN PELANGGAN PADA PT. PELABUHAN INDONESIA (PERSERO) KOTA DUMAI

Abstract

This study aims to test and analyze the influence of product quality and corporate icon trust on purchase decisions through customer satisfaction at PT. Port of Indonesia (Persero) Dumai City. The data collection method was carried out by distributing questionnaires to 100 respondents, namely active customers of PT. Port of Indonesia (Persero) Dumai City The data analysis technique is SEM using Partial Least Square (PLS). The results of the study show that product quality directly does not affect customer satisfaction, corporate trust icon  directly has a significant effect on customer satisfaction, product quality directly does not affect purchase decisions,  trust icon corporate directly has a significant effect on purchase decisions, customer satisfaction directly has a significant effect on purchase decisions, product quality indirectly has a significant effect on purchase decisions through customer satisfaction, while trust icon corporate indirectly has a significant effect on purchase decisions through customer satisfaction.