Peran Mediasi Keputusan Pembelian pada Hubungan Kualitas Pelayanan dan Harga terhadap Kepuasan pada Pelanggan Bimbel Online Ecodu

Abstract

This study aims to analyze the impact of service quality and price on customer satisfaction, with purchasing decisions as an intervening variable, in the context of ECODU Online Tutoring. Variables used in thisresearch is the quality of service and price as an independent variable, purchase decision as an intervening variable, and customer satisfaction as the dependent variable. This research method using purposive sampling with a sample of 170 respondents drawn from ECODU's customer base. The analytical method used in this research is quantitative analysis and Structural Equation Modeling (SEM) using SmartPLS4 software. This type of data is primary data and using a questionnaire. The results revealed that service quality and price significantly influence customer satisfaction. Additionally, purchasing decisions significantly affect customer satisfaction. However, service quality and price do not significantly impact customer satisfaction when purchasing decisions are used as an intervening variable. These findings highlight the importance of enhancing service quality and aligning pricing strategies to improve customer satisfaction and drive better purchasing outcomes.