THE IMPACT OF BRAND IMAGE AND SERVICE QUALITY ON BUYING DECISIONS AND ITS IMPLICATION ON CONSUMER SATISFACTION (CASE STUDY AT PT IMI)
DOI:
https://doi.org/10.31933/dijdbm.v1i3.243Keywords:
Consumer Satisfaction, Purchasing Decisions, Brand Image, Service QualityAbstract
This study aims to analyze the Impact of Brand Image and Service Quality on Buying Decisions and Its Implications on Consumer Satisfaction (Case Study at PT IMI). This type of research used in this study is a type of causal research with a quantitative approach. The population in this study is all PT IMI customers who have received document storage services as much as 465 customers. The determination of the number of samples was been taken using the Slovin formula to obtain 82 research samples. While analysis technique used is path analysis. The result of these study indicate whether: (1) Brand Image has a positive and significant influence on Purchasing Decisions, (2) Service Quality has a positive and significant effect on Purchasing Decisions, (3) Brand Image has a positive and significant effect on Consumer Satisfaction, (4) Service Quality has a positive effect and significant impact on Consumer Satisfaction, (5) Purchasing Decisions have a positive and significant effect on Consumer Satisfaction.
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Shafiq, Imran Shafiq., Muhammad Saadat Din., and Khaliq Ur Rehman Cheema. (2017). “Impact of Service Quality on Customer Satisfaction: A Study of Hotel Industry of Faisalabad, Pakistan”. International Journal of Management & Organizational Studies. Vol. 2 Issue. 1
Ali, Hapzi., Evi Narulita., Adi Nurmahdi. (2018). “The Influence of Service Quality, Brand Image and Promotion on Purchase Decision at MCU Eka Hospital”. Saudi Journal of Business and Management Studies. Vol. 3 Issue. 1
Ajmal, Hussnain., Raza Ali Khan and Maham Fatima. (2018). “Impact of service quality on customer satisfaction in banking industry of Pakistan: A case study of Karachi”. Journal of Social and Administrative Sciences. Vol. 5 Issue. 3
Alma, Buchari. (2011). Manajemen Pemasaran dan Pemasaran Jasa. Cetakan Kesembelian. Bandung: CV. Alfabeta.
Arikunto, S. 2010. Prosedur Penelitian Suatu Pendekatan Praktik. Jakarta: Rineka Cipta
Assegaff, Setiawan. (2016). “The Effect of Service Quality to Customer Satisfaction by Using Internet Banking Service in Jambi”. The Asian Journal of Technology Management. Vol. 9 No. 1
Ashraf, Muhammad., Madiha Naeem., and Mehwish Shahzadi. (2017). “Impact of Branding on Consumer Buying Behavior: An Evidence of Footwear Industry of Punjab, Pakistan”. International Journal of Academic Research in Business and Social Sciences. Vol. 7 No. 7
Budiyanto, Arief. (2018). “Pengaruh Persepsi Harga, Kualitas Layanan, dan Brand Image terhadap tingkat Kepuasan Konsumen PT. Yerry Primatama Hosindo”. Jurnal Pemasaran Kompetitif. Vol. 1 No.3.
Dewa, Chriswardana Bayu. (2018). “Pengaruh Kualitas Pelayanan dan Promosi Penjualan Jasa Grabcar Terhadap Kepuasan Pelanggan (Studi Kasus Pada Wisatawan di Yogyakarta)”. Jurnal Perspektif. Vol. 16 No. 1.
Ghozali, Imam. (2013). Aplikasi Analisis Multivariate dengan Program IBM SPSS 21 Update PLS Regresi. Semarang: Badan Penerbit Universitas Diponegoro
Hastuti, Nusrai Bnu Hajar., Moh. Amin Sinarwaty Nursaban Rommy., and Abdul Razak Yusuf Nofal Nur (2018). “Effect of Brand Image and Price Perception on Purchase Decision”. IOSR Journal of Business and Management. Vol. 20 Issue 8.
Hisam, Mohammed Wamique., Shouvik Sanyal., Moinuddin Ahmad. (2016). “The Impact of Service Quality on Customer Satisfaction: A Study on Selected Retail Stores in India”. International Review of Management and Marketing. Vol. 6 Issue 4
Istiyanto, Budi dan Lailatan Nugroho. (2017). “Analisis Pengaruh Brand Image, Harga, dan Kualitas Produk Terhadap Keputusan Pembelian Mobil (Studi Kasus Mobil LCGC di Surakarta)”. Jurnal Eksis. Vol. 12 No. 1.
Khairani. (2018). “The Effect of Brand Image and Food Safety on the Purchase Decision of Samyang Noodles Product to The Student of Faculty of Economics and Business of University of North Sumatra Medan”. International Journal on Language, Research and Education Studies. Vol. 2 No. 2
Kotler, P. (2009). Manajemen Pemasaran. Jakarta: Erlangga
Kotler, Philip and Gary Amstrong. (2016). Prinsip-prinsip Pemasaran. Edisi13. Jilid 1. Jakarta: Erlangga.
Kotler, Philip and Kevin Lane Keller. (2016). Marketing Management. 15th Edition. New York: Pearson Education, Inc.
Kuldeep, Kumar., Rai R.S, and Dugar Anurag. (2019). “Impact of Service Quality on Customer Satisfaction and Loyalty in the Sector of Telecom Service Provider in Delhi-NCR”. International Journal of Innovative Technology and Exploring Engineering. Vol. 8 Issue. 8
Mahmoeddin, As. (2010). Melacak Kredit Bermasalah. Jakarta: Pustaka Sinar Harapan.
Manurung, Radena Jessica and Wahyono. (2018). “Impact of Destination Image, Service Quality, and Location on Visitor Satisfaction through Visitor Decision on Global Waterboom in Pati Central Java”. Conference on Economics, Business and Economic Education. Vol. 18.
Masiruw, Cyntia Novyanti., Lotje Kawet., dan Yantje Uhing. (2015). “Pengaruh Kualitas Layanan dan Citra Merek terhadap Keputusan Pembelian Mobil Toyota Rush di Kota Manado”. Jurnal Emba. Vol. 3 No. 3
Mauludin, Hanif. 2010. Marketing Research: Panduan Bag iManajer, Pimpinan Perusahaan Organisasi. Jakarta: Elex Media Komputindo.
Pasha, Afroz and M. Razashah. (2018). “Impact of Service Quality on Customer Satisfaction: An Empirical Study in Selected Public and Private Sector Banks”. Research World-Journal of Arts, Science & Commerce. Vol. 9 Issue. 1
Peter, J. Paul dan Olson Jerry C. (2009). Consumer Behavior and Marketing Strategy. New York: McGraw Hill.
Ristiani, Dina danYolanda. (2018). “Pengaruh Produk dan Pelayanan terhadap Keputusan Pembelian AC Panasonic serta Implikasinya terhadap Kepuasan Konsumen”. Jurnal Ekonomi. Vol. 20 No. 3
Rohman, Altofu dan Aglis Andhita H. (2017). “Analisis Pengaruh Citra Merek dan Kualitas Layanan terhadap Keputusan Pengguna Jasa Pengiriman (Study Kasus pada Pengguna Jasa JNE Express Across Nations Cabang Nganjuk)”. Jurnal Capital. Vol. 1 No. 1
Saling, Basri Modding., Baharuddin Semmail., and Achmad Gani. (2016). “Effect of Service Quality and Marketing Stimuli on Customer Satisfaction: The Mediating Role of Purchasing Decision”. Journal of Business and Management Sciences. Vol. 4 No. 4
Schiffman danKanuk. 2009. Perilaku Konsumen. Edisi 7. Jakarta: Indeks.
Shafiq, Imran Shafiq., Muhammad Saadat Din., and Khaliq Ur Rehman Cheema. (2017). “Impact of Service Quality on Customer Satisfaction: A Study of Hotel Industry of Faisalabad, Pakistan”. International Journal of Management & Organizational Studies. Vol. 2 Issue. 1
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2020-04-27
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