Consumer Satisfaction Mediating Price and Brand Image on Buying Interest KAC Stores Genuk Semarang
DOI:
https://doi.org/10.26623/ebsj.v10i1.13366Keywords:
Price, Brand Image, Consumer Satisfaction, Buying Interest, Retail MarketingAbstract
This study aims to examine the influence of price and brand image on buying interest through consumer satisfaction as an intervening variable. The research is conducted in the context of the KAC Accessories Collection Store, Genuk Semarang Branch, a small-scale fashion retail business facing increasing competition. Understanding the determinants of buying interest is therefore essential to improve retail performance. A quantitative approach was employed using survey data collected from 96 consumers through purposive sampling. The data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS. The research model tested both direct and indirect relationships between price, brand image, consumer satisfaction, and buying interest. The results indicate that price and brand image have a significant positive effect on consumer satisfaction. Furthermore, price, brand image, and consumer satisfaction significantly influence buying interest. Consumer satisfaction is found to partially mediate the relationship between price, brand image, and buying interest, highlighting the importance of post-consumption evaluation in shaping consumer intentions.These findings imply that retail managers should implement value-based pricing strategies, strengthen brand image, and enhance consumer satisfaction to increase buying interest. This study contributes to the retail marketing literature by extending satisfaction-based mediation models to small-scale fashion retail businesses, which remain relatively underexplored.
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