Pengaruh citra merek dan kualitas pelayanan terhadap keputusan konsumen

Jurnal Riset Sains Manajemen

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Title Pengaruh citra merek dan kualitas pelayanan terhadap keputusan konsumen
Pengaruh citra merek dan kualitas pelayanan terhadap keputusan konsumen
 
Creator Nasution, Asrizal Efendy
 
Description Purposes : This study aims to analyse the influence of brand image and service quality to consumer purchasing decisions, both partially and simultaneous.
Methods : This research has used associative research. The sample in this study amounted to 100 people. Sampling was done by a purposive sampling method. Meanwhile, the research instrument used questionnaires. The questionnaire data were analysed by linear regression technique.
Findings : This study concluded that brand image does not have a significant effect on purchasing decisions; as well as the quality of service showed no significant effect on purchasing decisions; Meanwhile, simultaneously, brand image and service quality have a significant effect on purchasing decisions.
Keywords : Brand image, service quality, purchase decision.
Purposes : This study aims to analyse the influence of brand image and service quality to consumer purchasing decisions, both partially and simultaneous.
Methods : This research has used associative research. The sample in this study amounted to 100 people. Sampling was done by a purposive sampling method. Meanwhile, the research instrument used questionnaires. The questionnaire data were analysed by linear regression technique.
Findings : This study concluded that brand image does not have a significant effect on purchasing decisions; as well as the quality of service showed no significant effect on purchasing decisions; Meanwhile, simultaneously, brand image and service quality have a significant effect on purchasing decisions.
Keywords : Brand image, service quality, purchase decision.
 
Publisher Lembaga Penelitian dan Penulisan Ilmiah AQLI
 
Date 2018-08-31
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://ejurnal.id/index.php/jsm/article/view/121
 
Source Jurnal Riset Sains Manajemen; Vol 2 No 3 (2018): JRSM5; 91-96
Jurnal Riset Sains Manajemen; Vol 2 No 3 (2018): JRSM5; 91-96
2597-4726
 
Language eng
 
Relation http://ejurnal.id/index.php/jsm/article/view/121/61
 

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