The Influence of Service Quality, Price, Facility, Customer Care Human Resources on Purchasing Decisions With Brand Image as a Mediation Variable in Choosing Internet Products at PT SUPRA PRIMATAMA NUSANTARA (BIZNET NETWORKS) at BANYUWANGI BRANCH

Puspita, Peni (2021) The Influence of Service Quality, Price, Facility, Customer Care Human Resources on Purchasing Decisions With Brand Image as a Mediation Variable in Choosing Internet Products at PT SUPRA PRIMATAMA NUSANTARA (BIZNET NETWORKS) at BANYUWANGI BRANCH. Masters thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The main key for companies to win the competition is to provide value to customers through the delivery of maximum products and services. The purpose of this study was to examine the effect of service quality, price, facility, customer care on purchasing decisions through the brand image of PT Supra Primatama Nusantara. The design of this research is descriptive research with a quantitative approach, the population of this study is 130 respondents who have subscribed for more than 3 years at PT SPN with a sample obtained using the slovin formula as many as 100 existing customer respondents at the Banyuwangi branch office. Data were collected in 2016-2021 using primary data in the form of a questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). In this study, service quality, price, facility, customer care human resources which are exogenous variables, purchasing decisions as endogenous variables, and brand image as mediating variables. The results of this study prove that service quality, price, facility, customer care have a significant effect on brand image and purchasing decisions. This finding reminds empirical evidence that it is very important to always pay attention to customer behavior which is useful for the key to innovation so that customers do not hesitate to make internet purchasing decisions at PT SPN Biznet. Keywords : Service quality, price, facility, customer care, brand image, purchasing decision.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Service Quality, Price, Facility, Customer Care, Brand Image, Purchasing Decision
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions
Divisions:	Fakultas Ekonomi dan Bisnis > Magister Manajemen
Depositing User:	1262000024 Peni Puspita
Date Deposited:	29 Mar 2022 02:38
Last Modified:	30 May 2022 06:34
URI:	http://repository.untag-sby.ac.id/id/eprint/15362

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