Direct and Indirect Influence on Purchasing Decision of Jamu Gendong through Customer Satisfaction in West Jakarta

Ekadipta; Chriswahyudi; Babay Jutika  Cahyana; Nurpudin; Utami Nur  Illahi

doi:10.59890/v7kvvc75

Authors

Ekadipta Al-Kamal Institute of Science and Technology Author
Chriswahyudi Al-Kamal Institute of Science and Technology Author
Babay Jutika Cahyana Al-Kamal Institute of Science and Technology Author
Nurpudin Al-Kamal Institute of Science and Technology Author
Utami Nur Illahi Al-Kamal Institute of Science and Technology Author

DOI:

https://doi.org/10.59890/v7kvvc75

Keywords:

Jamu Gendong, Product Quality, Customer Satisfaction, Purchasing Decision

Abstract

Jamu Gendong is a traditional drink that is mixed and sold directly by street vendors, and has been part of the health culture of the Indonesian people for centuries. This study aims to determine whether there is a direct influence between product quality, knowledge, attitude, and price on the decision to purchase Jamu Gendong through customer satisfaction in the West Jakarta area. The statistical analysis of this research data uses path analysis to see the direct and indirect effects between variables. The conclusions above have important implications for Jamu Gendong vendors. Jamu Gendong vendors should continuously strive to improve the quality of their products to retain and attract more customers.

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