Track: Business Management

Abstract

Today, Corona Virus Disease (COVID-19) pandemic has created global issues, especially for business sectors, affecting consumer purchase decision and satisfaction. As a result, the business-people should be designed a new strategy and change the way of selling immediately product to face the problem and survive from business turnover. The COVID-19 has also stagnated business activities nationally and internationally for all types of industries and companies. The company's profit has been dropped, but its operating costs continue to increase, making most companies on the verge of bankruptcy. This phenomenon has attracted the researcher’s attention to investigate the determinant factors that affect consumer purchase decision and satisfaction. This study designed using a qualitative approach through review literature. Reviews on determinant factors that influence purchasing decision and consumer satisfaction were conducted by reading and analysing 30 peer-reviewed journal articles and summarised in two tables, namely article journal and publisher distribution and article category on the basis of the subject. This study's findings indicate that the determinant factors consist of brand image, product quality, and price have strong and significant influences on consumer purchase decision and satisfaction, either directly or indirectly. Interestingly, after reading and reviewing 30 peer-review articles, we do not find a particular model that connect the three factors (e.g., brand image, product quality, and price) to consumer purchase decision and satisfaction. For this reason, for further research, it is possible to utilise the purchases decision as a mediating role in the relationship between brand image, product quality and price on consumer satisfaction. In conclusion, we have successfully investigated and identified the determinant factors that affect purchase decision and satisfaction and the possible role of purchase decision based on previously published articles that mention theoretically regarding mediating role its variable on consumer satisfaction.

Keywords: Brand image, product quality and price, purchasing decisions, consumer satisfaction, a review literature approach