Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk mengukur pengaruh pricing of product information available on product packaging dan brand trust terhadap consumer buying behavior yang dimediasi oleh satisfaction pada pengguna produk avoskin di kota banda aceh. penelitian ini menggunakan pendekatan kuantitatif dengan populasi pengguna produk avoskin di kota banda aceh. sampel yang digunakan ialah pengguna produk avoskin di kota banda aceh dan berjumlah 190 responden. teknik pengambilan sampel yang digunakan yaitu non-probability sampling dengan metode purposive sampling. partial least squares structural equation modeling (pls-sem) digunakan sebagai metode analisis untuk mengetahui pengaruh antar variable variabel yang terlibat. hasil penelitian menunjukkan bahwa pricing of product berpengaruh positif dan signifikan terhadap satisfaction, namun tidak berpengaruh langsung terhadap consumer buying behavior. sebaliknya, pricing of product secara tidak langsung berpengaruh signifikan terhadap consumer buying behavior melalui satisfaction sebagai variabel mediasi. hal serupa juga terjadi pada brand trust yang memiliki pengaruh tidak langsung signifikan terhadap consumer buying behavior melalui satisfaction. sementara itu, pengaruh information available on product packaging terhadap consumer buying behavior baik secara langsung maupun melalui mediasi satisfaction ditemukan tidak signifikan. kata kunci : pricing of product, information available on product packaging, brand trust, satisfaction, consumer buying behavior

ABSTRACT This study aims to measure the influence of product pricing, information available on product packaging, and brand trust on consumer buying behavior, mediated by satisfaction among Avoskin product users in Banda Aceh City. This study used a quantitative approach, with a population of Avoskin product users in Banda Aceh City. The sample used was 190 Avoskin product users in Banda Aceh City. The sampling technique used was non-probability sampling with a purposive sampling method. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used as an analytical method to determine the influence between the variables involved. The results showed that product pricing had a positive and significant effect on satisfaction, but did not directly affect consumer buying behavior. Conversely, product pricing indirectly had a significant effect on consumer buying behavior through satisfaction as a mediating variable. A similar finding was found for Brand Trust, which had a significant indirect effect on Consumer Buying Behavior through Satisfaction. Meanwhile, the influence of Information Available on Product Packaging on Consumer Buying Behavior, both directly and through the mediation of Satisfaction, was found to be insignificant. Keywords: Product Pricing, Information Available on Product Packaging, Brand Trust, Satisfaction, Consumer Buying Behavior