The Influence of Product Quality and Service Quality on Customer Satisfaction with Purchase Decision as a Mediating Variable (A Study at Bakso Rusuk Samson Restaurant)

This study aims to analyze the influence of Product Quality and Service Quality on Customer Satisfaction with Purchase Decision as a mediating variable at Bakso Rusuk Samson restaurant in the Special Region of Yogyakarta. The research is motivated by fluctuating revenue trends and customer reviews indicating dissatisfaction with both product quality and service. A quantitative approach was employed using a survey method and purposive sampling technique, involving 190 respondents who were customers of the restaurant. Data were analyzed using the Sobel test to evaluate the mediating role of Purchase Decision. The results show that Product Quality and Service Quality have a positive and significant effect on both Purchase Decision and Customer Satisfaction. Furthermore, Purchase Decision is proven to mediate the relationship between Product Quality and Service Quality on Customer Satisfaction. These findings emphasize that improving product and service quality can enhance customers’ purchase decisions, ultimately leading to greater satisfaction. The managerial implication of this research suggests that the management of Bakso Rusuk Samson should focus on enhancing product excellence and service performance to build stronger customer loyalty.