Knowledge on Batik and Lifestyle on Purchase Decisions with Satisfaction as Intervening (Case Study of Batik SME’S in Jambi City)

Abstract

The purpose of this study was to determine the effect of consumer knowledge and lifestyle on purchasing decisions with customer satisfaction as an intervening variable. The method used in this research is path analysis method. The sample used was 118 respondents. While data collection by means of a questionnaire. The results showed that knowledge has a positive and significant influence on purchase intention with tcount 6,066> ttable 1,984 and sig value 0,000 <0.05. Lifestyle has a positive and significant influence on purchase intention with a tcount of 3.952> ttable of 1.984 and a sig value of 0.000 <0.05. Consumer satisfaction has a positive and significant influence on purchasing decisions with a tcount of 3.902> ttable 1.984 and a sig value of 0.002 <0.05. Consumer knowledge has a positive and significant influence on purchasing decisions with a t-count value of 4.987> t-table 1.984 and a sig value of 0.000 <0.05. Lifestyle has a positive and significant effect on purchasing decisions with a tcount of 2.531> ttable 1.984 and a sig value of 0.013 <0.05. Consumer satisfaction is able to mediate the effect of trust on purchasing decisions as evidenced by the sobel test results 2.492> 1.96. satisfaction is able to mediate the effect of promotion on purchasing decisions as evidenced by the sobel test results 2.77> 1.96. The conclusion from this research is that the higher the level of consumer knowledge, the higher the satisfaction and purchasing decisions.