Track: Business Management

Abstract

This study aims to determine the impact of customer satisfaction on customer behavior in purchase intention in local brand product (Urban Traffic Distro). The rapid expansion of the Indonesian fashion industry, particularly the local goods supplied by a number of distribution stores (Distribution Stores), of which Urban Traffic Distro is one, is a significant factor. The potential of Small and Medium-Sized Enterprises to contribute to the improvement of the community's welfare must be continuously bolstered and strengthened by attempting to reduce the hurdles they confront. Depending on the quality of the product, the commodities offered in distribution are intended to satisfy the needs of both adolescents and adults. This study's sample consists of Urban Traffic Distro clients who have made purchases there. 100 respondents comprised the sample, which was evaluated using path analysis and the third version of the SmartPLS application. All variables had a favorable and statistically significant impact on purchasing decisions at Urban Traffic Distro.

Keywords:

Purchase Intention, Purchase Decision, Customer Satisfaction, Consumer Behavior, Marketing.