The Antecedents of Purchase Intention and Purchase Decision and Its Implications Towards Satisfaction on Ventela Shoes Users in Malang City

This study investigates the influence of ethnocentrism, country of origin, product variety, and price fairness on customer satisfaction, mediated by purchase intention and purchase decision, among Ventela shoe users in Malang City. Using a quantitative survey method, data were collected from 165 respondents through accidental random sampling and cross-sectional interviews. A validated questionnaire was used, with all items meeting validity (r > 0.30) and reliability (Cronbach’s alpha > 0.60) standards. Data analysis employed Structural Equation Modeling (SEM) using AMOS IBM 23. The results indicate that ethnocentrism, country of origin, product variety, and price fairness significantly affect both purchase intention and purchase decision. Purchase intention also significantly influences purchase decision. However, none of the four independent variables showed a significant direct effect on customer satisfaction. Only purchase decision had a direct and positive impact on satisfaction. These findings suggest that while marketing variables shape consumer intention and decision-making, they do not directly determine satisfaction. Instead, satisfaction may depend more on post-purchase experiences such as product quality, durability, and customer service. Therefore, marketers should not only focus on improving pre-purchase perceptions but also enhance post-purchase value to foster lasting customer satisfaction and loyalty.