Price, Product Quality, Product Information On Packaging, Consumer Satisfaction, And Consumer Buying Behavior On Ultra Milk Products

Budiman, Andrew and Mahadwartha, Putu Anom (2026) Price, Product Quality, Product Information On Packaging, Consumer Satisfaction, And Consumer Buying Behavior On Ultra Milk Products. The International Journal of Research and Innovation in Social Science (IJRISS). ISSN 2454-6186

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Abstract

This study to analyze the effect of price, product quality, and information on product packaging on customer satisfaction and its impact on consumer buying behavior for Ultra Milk products. This study used a quantitative approach with a survey method, and data analysis was performed using Structural Equation Modeling – Partial Least Squares (SEMPLS). The results show that price, product quality, and information on product packaging have a positive effect on customer satisfaction. Furthermore, customer satisfaction has been proven to have a significant effect on consumer buying behavior and acts as a mediating variable that strengthens the relationship between price, product quality, and information on packaging and consumer buying behavior. Among the factors studied, product quality and perceived price fairness play an important role in shaping consumer satisfaction, which ultimately drives repurchase intention.

Item Type:	Article
Uncontrolled Keywords:	Price, Product Quality, Product Information on Packaging, Consumer Satisfaction, and Consumer Buying Behavior
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Business and Economic > Department of Management
Depositing User:	ANDREW BUDIMAN
Date Deposited:	16 Feb 2026 03:23
Last Modified:	16 Feb 2026 03:23
URI:	http://repository.ubaya.ac.id/id/eprint/50303

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