PRODUCT CONTRIBUTION, PRICE, QUALITY OF SERVICE TO PURCHASING DECISIONS THROUGH CUSTOMER SATISFACTION IN SALES OF USED CARS IN BATAM CITY

In Batam City, there are many used car sales showrooms and try to increase car sales. However, there are still many obstacles faced, even though they have a reliable appraisal team. However, sometimes there are always cars with poor quality, for example, there is oil seeping from the engine, the existence of a brake canvas that already thin and many others, but the buying and selling of used cars are still growing its community, for this phenomenon is interesting to do research. Researchers used data processing using SEM with AMOS version 24 software, the sample of respondents amounted to 190. The square multiple correlation values of the product, price, quality of service, and customer satisfaction shows 53.6%. Thus, it can be stated that product contributions determine changes in purchasing decisions, price, quality of service, and customer satisfaction, amounting to 53.6%; the remaining 46.7% is the contribution of other variables that have not been included in this study. The contribution of products determines changes in purchasing decisions, prices, quality of service, and customer satisfaction in a variety of significant positive and not significant, but the contribution of each in a square multiple correlation remains above 50%; this shows the research model is quite good