The Influence Of Taste and Product Quality to Purchasing Decisions and Customer Satisfaction

(Case study of consumers who buy Entrasol milk in Surabaya)

Abstract

This study is to analyze the influence of taste and product quality to
purchasing decisions and customer satisfaction. Type of research is quantitive. The population of this study were 100
respondents who bought Entrasol milk in Surabaya. The analysis technique used is Partial Least Square. Data obtained from questionnaires and tested with SmartPLS 3.0 application. The results of this study indicate that taste, and product quality have a positive
and significant influence on purchasing decision and customer satisfaction. And
purchasing decision has a positive and significant effect on customer satisfaction.