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.
Budiman et al. (Sat,) studied this question.