PENGARUH KUALITAS PELAYANAN PROMOSI DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN

Nasrul Pranata, Rizal Ula Ananta Fauzi, Hendra Setiawan

Abstract


The purpose of this research is to provide empirical evidence regarding the quality of service, promotion, and brand image on purchasing decisions at Toko Maju Hardware Madiun. The data source used is primary data, obtained from data collection using a questionnaire with a sample of 390 respondents. The research method employed is a quantitative approach using Structural Equation Model (SEM) analysis with the assistance of SmartPLS (Partial Least Square) software Version 4.0. The results of this study indicate that service quality has a positive and significant effect on purchasing decisions at Toko Maju Hardware Madiun. Promotion has a positive and significant effect on purchasing decisions at Toko Maju Hardware Madiun. Brand image also has a positive and significant effect on purchasing decisions at Toko Maju Hardware Madiun. Keywords: Service Quality: Promotion, Brand Image, Purchasing Decisions.


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References


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