Pengaruh Atribut Produk terhadap Keputusan Pembelian dan Kepuasan Konsumen Green Product (Survei pada Konsumen Sariayu Martha Tilaar yang Tergabung dalam Followers Official Account Twitter @Sariayu_mt)

摘要

This research aimed to determine the effect of: Product Attributes on Purchase Decison; Purchase Decisonon Consumer Satisfaction; Product Attributes on Consumer Satisfaction; and Product Attributes onConsumer Satisfactionthrough the Purchase Decision.This type of research is explanatory research. Sample in this research are 116 consumer of Sariayu Solusi Cosmetics that joined in official account Twitter of @Sariayu_MT and used Simple Random Sampling techniques. Data collection methods, and instruments in this reasearch was conducted by questioner. Analysis of the data was used descriptive analysis and path analysis. The result of the study reveals that Product Attributes has significant effect on Purchase Decision, Purchase Decision has significant effect on Consumer Satisfaction, Product Attributes has significant effect on Consumer Satisfaction, and Product Attributes has significant effect on Consumer Satisfaction through the Purchase Decision as intervening variabel.