PERAN KEPUASAN PELANGGAN DALAM MEMEDIASI PENGARUH KETERSEDIAAN PRODUK DAN HARGA TERHADAP MINAT BELI PADA CV. CIPTA MITRA USAHA RENGAT

Abstrak

This study aims to analyze the influence of product availability and price on consumer purchase intention, both directly and indirectly through customer satisfaction as a mediating variable. The research problem is motivated by the phenomenon of fluctuations in Yamaha motorcycle sales targets at CV. Cipta Mitra Usaha Rengat from 2020 to 2024, indicating the need to evaluate marketing strategies, particularly regarding product availability, price, and customer satisfaction. This study used a quantitative approach with a survey method through the distribution of questionnaires to 96 respondents, who were customers of CV. Cipta Mitra Usaha Rengat. The variables studied included Product Quality, Price, Customer Satisfaction, and Purchase Intention. Data analysis was performed using path analysis using SPSS software. The results show that Product Quality influences Customer Satisfaction. Price does not influence Customer Satisfaction. Product Quality, Price, and Customer Satisfaction do not influence Purchase Intention. Customer Satisfaction does not mediate the relationship between Product Quality and Price on Purchase Intention. Therefore, pricing strategies should be reconsidered to better align with consumer perceptions of value and expectations