ANALYSIS OF SERVICE QUALITY AND BRAND IMAGE ON CUSTOMER SATISFACTION THROUGH PURCHASE DECISIONS AS INTERVENING VARIABLE (CASE STUDY E-COMMERCE SHOPEE AT VILLA GALAXY HOUSING RT 002)
DOI:
https://doi.org/10.31933/dijms.v1i6.390Keywords:
service quality, brand image, purchasing decisions, customer satisfaction, shopeeAbstract
This study aims to determine the effect of service quality and brand image on purchasing decisions and customer satisfaction in Shopee. This study also examines the indirect effect of service quality and brand image on customer satisfaction with purchasing decisions as a mediating or intervening variable. The study was conducted at RT 002 Villa Galaxy. The sample in this study was Shopee customers with a purposive sampling method. The number of respondents who participated in this study were 100 respondents. Data collection was carried out through a questionnaire with a Likert scale of 1-5. The method and analysis tool is Partial Least Square (PLS) with Smart PLS Software 3. The results of the study show that service quality has a significant positive effect on purchasing decisions, brand image has a significant positive effect on purchasing decisions, service quality has a significant positive effect on customer satisfaction, brand image significant positive effect on customer satisfaction, purchasing decisions significantly positive effect on customer satisfaction, and purchasing decisions mediate the effect of service quality and brand image on customer satisfaction. Shopee can improve service quality and brand image so that purchasing decisions and customer satisfaction can be improved, through improved features and application services.
References
Awara, Nsobiari Festus dan Anyadigibe, Joseph Amaechi. 2014. “The Relationship Between Customer Satisfaction And Loyalty: A Study of Selected Eartries In Calabar, Cross River State”. Interdisciplinary Journal of Contemporary Research In Business. Vol 5 No. 9. Pp 157-164
Bedi, M. 2010. “An Integrated Framework for Service Quality, Customer Satisfaction and Behavioral Responses in Indian Banking Industry-a Comparison of Public and Private” Journal of Services Research. Vol. 10 No. 1. Pp. 157-172.
Bielen, Frederic, Nathalie Demoulin. 2007. “Waiting Time Influence on The Satisfaction – Loyalty Relationship in Services, Managing Services Quality”. Jurnal of Bussiness and Management. Vol.17 No.2. Pp.174-193
Bontis, Nick., and Lorne D. Booker 2007. “The mediating effect of orgnizational reputation on customer loyalty and service recomendation in banking industry, Management Decion”. Vol. 45, No. 9. Pp 1426-1445.
Chao, Ren-Fang, Tai-Chi Wu, Wei-Ti. 2015. “The Influence of Service Quality, Brand Image, and Customer Satisfaction On Customer Loyalty For Private Karaoke Rooms In Taiwan”. The Journal of Global Business Management. Volume 11 No. 1 Pp 59-67
Diyanthini, Ni Putu Dharma dan Ni Ketut Seminari. 2014. “Pengaruh Citra Perusahaan, Promosi, penjualan dan Kualitas Pelayanan Terhadap Kepuasan Nasabah Pada Lpd Desa Pakraman Panjer”. Jurnal Manajemen Universitas Udayana. Vol 13 No. 1. Pp 2850-2867.
Giri, I Gede Wahma Diatmika dan I Made Jatra. 2014. “Pengaruh Promosi dan Citra Terhadap Keputusan Pembelian”. Jurnal Manajemen Universitas Udayana. Vol. 3 No. 11. Pp 3154-3169.
Girifin, Jill. 2005. Customer Loyalty: Menumbuhkan dan Mempertahankan Kesetiaan Pelanggan. Erlangga. Jakarta.
Ghorji, Bagheri Mohammad, dan Sayyed Mohammad Bagheri. 2013. “Examining of Promotional Mix Situation and Relationship Between Promotion Mix Factors with Customer Acquisition in The Bank”. Advanced Research in Economic and Management Service AREMS. Vol. 11 April 2013. ISSN 2322- 2360. Pp 261-268
Ghozali, Imam. 2011. Aplikasi Analisis Multivariate Dengan Program IBM SPSS 19 Edisi Kelima. Universitas Diponegoro. Jakarta.
Gounaris, Spiros P., Vlassis Stathakopoulos., and, Antreas D. Athanassopoulos
.2003. “Antecedents to perceived service quality: an exploratory study in the banking industry”. International Journal of Bank Marketing. Vol. 21 No. 4. Pp 168-190.
Hafeez, Samraz dan Bakhtiar Muhammad. 2012. “The Impact of Service Quality, Customer Satisfaction & Loyalty Programs on Customers Loyalty: Evidence from Banking Sector of Pakistan”. International Journal of Business and Social Science. Vol. 3 No. 16 Special Issue – August 2012. Pp 200-209
Hasan, Ali. 2008. Marketing. Media Pressindo. Yogyakarta.
Hurriyati, R. 2008. Bauran Pemasaran dan Loyalitas Konsumen. Alfabeta.
Bandung.
Indratama, Aditya Bagus dan Yessy Artanti. 2014. “Pengaruh Citra Merek dan Promosi Penjualan Terhadap Keputusan Nasabah Memilih Tabungan Bank Syariah Mandiri”. Jurnal Ilmu Manajemen. Vol 2 No. 4. Pp 1261-1272.
Info Bank. 2016. 118 Rating Bank 2016. Majalah Info Bank. Vol. XXXVIII No.
451 Pp 18-23.
Ismajli A., Panajoti VH., dan Fejza LE. 2014. “Customer Satisfaction and Customer Loyalty: Evidence From Banking Sector”. Pakistan Journal of Commerce an Social Sciences. Vol 8 No.2. Pp 331-354.
Kotler, Philip. 2000. Marketing Management, The Mellenium Edition. Prentice Hall Internasional, Inc. New Jersey.
dan Gary Amstrong. 2008. Prinsip-Prinsip Pemasaran. Jilid 1. Edisi Keduabelas. Erlangga. Jakarta
dan Keller, Kalen. 2009. Alih Bahasa: Benyamin Molan. Manajemen Pemasaran. Edisi Ketigabelas. Jilid 1. Cetakan Keempat. PT. Indeks. Jakarta.
---- dan Keller, Kalen. 2012. Marketing Management 14th edition. Global Edition”.
New Jersey: Perason Prentice Hall.
Lovelock, C dan Wright, L. 2005. Pemasaran Jasa. Alih Bahasa oleh Iswari dan Suryandari. PT Gramedia. Jakarta.
Lupiyoadi, Rambat, 2001. Manajemen Pemasaran Jasa : Teori dan Praktik.
Salemba Empat. Jakarta.
Liu, Tsug-Chi and Li Wei Wu. 2007. “Customer retention and cross-buying in the banking industry : An Integration of service atttributes, satisfaction and trust”. Journal of Financial Service Marketing. Vol. 12 No. 2. Pp 132-145.
Malhotra, Naresh K. 2009. Riset Pemasaran Pendekatan Terapan Edisi Keempat.
Indeks. Jakarta.
Mohamad, Anber Abraheem Ahlash dan Shireen Yaseen Mohammad Alhamadani. 2011. “Service Quality Perspectives and Customer Satisfaction in Commercial Banks Working in Jordan, Middle Eastern Finance and Economics”. Euro Journals Publishing, Inc. Vol 11 No. 14. Pp 60-72.
Onyancha, Grace Kavengi. 2013. “The Impact of Brand Image on Customer Satisfaction and Loyalty: A Case of Kenya Commercial Bank Europea”. Jurnal of Business and Management. Vol. 5 No. 21, 2013. ISNN 2222-2839. Pp 35-39.
Ristanti, Vivi, Mucsin Saggaf Shihab, dan Endi Rekarti. 2011. “Pengaruh Dimensi Kualitas Pelayanan dan Kepuasan Terhadap Loyalitas Pelanggan”. Jurnal Manajemen dan Bisnis Sriwijaya. Vol. 9 No. 17 Juni 2011. Pp 1-12.
Bedi, M. 2010. “An Integrated Framework for Service Quality, Customer Satisfaction and Behavioral Responses in Indian Banking Industry-a Comparison of Public and Private” Journal of Services Research. Vol. 10 No. 1. Pp. 157-172.
Bielen, Frederic, Nathalie Demoulin. 2007. “Waiting Time Influence on The Satisfaction – Loyalty Relationship in Services, Managing Services Quality”. Jurnal of Bussiness and Management. Vol.17 No.2. Pp.174-193
Bontis, Nick., and Lorne D. Booker 2007. “The mediating effect of orgnizational reputation on customer loyalty and service recomendation in banking industry, Management Decion”. Vol. 45, No. 9. Pp 1426-1445.
Chao, Ren-Fang, Tai-Chi Wu, Wei-Ti. 2015. “The Influence of Service Quality, Brand Image, and Customer Satisfaction On Customer Loyalty For Private Karaoke Rooms In Taiwan”. The Journal of Global Business Management. Volume 11 No. 1 Pp 59-67
Diyanthini, Ni Putu Dharma dan Ni Ketut Seminari. 2014. “Pengaruh Citra Perusahaan, Promosi, penjualan dan Kualitas Pelayanan Terhadap Kepuasan Nasabah Pada Lpd Desa Pakraman Panjer”. Jurnal Manajemen Universitas Udayana. Vol 13 No. 1. Pp 2850-2867.
Giri, I Gede Wahma Diatmika dan I Made Jatra. 2014. “Pengaruh Promosi dan Citra Terhadap Keputusan Pembelian”. Jurnal Manajemen Universitas Udayana. Vol. 3 No. 11. Pp 3154-3169.
Girifin, Jill. 2005. Customer Loyalty: Menumbuhkan dan Mempertahankan Kesetiaan Pelanggan. Erlangga. Jakarta.
Ghorji, Bagheri Mohammad, dan Sayyed Mohammad Bagheri. 2013. “Examining of Promotional Mix Situation and Relationship Between Promotion Mix Factors with Customer Acquisition in The Bank”. Advanced Research in Economic and Management Service AREMS. Vol. 11 April 2013. ISSN 2322- 2360. Pp 261-268
Ghozali, Imam. 2011. Aplikasi Analisis Multivariate Dengan Program IBM SPSS 19 Edisi Kelima. Universitas Diponegoro. Jakarta.
Gounaris, Spiros P., Vlassis Stathakopoulos., and, Antreas D. Athanassopoulos
.2003. “Antecedents to perceived service quality: an exploratory study in the banking industry”. International Journal of Bank Marketing. Vol. 21 No. 4. Pp 168-190.
Hafeez, Samraz dan Bakhtiar Muhammad. 2012. “The Impact of Service Quality, Customer Satisfaction & Loyalty Programs on Customers Loyalty: Evidence from Banking Sector of Pakistan”. International Journal of Business and Social Science. Vol. 3 No. 16 Special Issue – August 2012. Pp 200-209
Hasan, Ali. 2008. Marketing. Media Pressindo. Yogyakarta.
Hurriyati, R. 2008. Bauran Pemasaran dan Loyalitas Konsumen. Alfabeta.
Bandung.
Indratama, Aditya Bagus dan Yessy Artanti. 2014. “Pengaruh Citra Merek dan Promosi Penjualan Terhadap Keputusan Nasabah Memilih Tabungan Bank Syariah Mandiri”. Jurnal Ilmu Manajemen. Vol 2 No. 4. Pp 1261-1272.
Info Bank. 2016. 118 Rating Bank 2016. Majalah Info Bank. Vol. XXXVIII No.
451 Pp 18-23.
Ismajli A., Panajoti VH., dan Fejza LE. 2014. “Customer Satisfaction and Customer Loyalty: Evidence From Banking Sector”. Pakistan Journal of Commerce an Social Sciences. Vol 8 No.2. Pp 331-354.
Kotler, Philip. 2000. Marketing Management, The Mellenium Edition. Prentice Hall Internasional, Inc. New Jersey.
dan Gary Amstrong. 2008. Prinsip-Prinsip Pemasaran. Jilid 1. Edisi Keduabelas. Erlangga. Jakarta
dan Keller, Kalen. 2009. Alih Bahasa: Benyamin Molan. Manajemen Pemasaran. Edisi Ketigabelas. Jilid 1. Cetakan Keempat. PT. Indeks. Jakarta.
---- dan Keller, Kalen. 2012. Marketing Management 14th edition. Global Edition”.
New Jersey: Perason Prentice Hall.
Lovelock, C dan Wright, L. 2005. Pemasaran Jasa. Alih Bahasa oleh Iswari dan Suryandari. PT Gramedia. Jakarta.
Lupiyoadi, Rambat, 2001. Manajemen Pemasaran Jasa : Teori dan Praktik.
Salemba Empat. Jakarta.
Liu, Tsug-Chi and Li Wei Wu. 2007. “Customer retention and cross-buying in the banking industry : An Integration of service atttributes, satisfaction and trust”. Journal of Financial Service Marketing. Vol. 12 No. 2. Pp 132-145.
Malhotra, Naresh K. 2009. Riset Pemasaran Pendekatan Terapan Edisi Keempat.
Indeks. Jakarta.
Mohamad, Anber Abraheem Ahlash dan Shireen Yaseen Mohammad Alhamadani. 2011. “Service Quality Perspectives and Customer Satisfaction in Commercial Banks Working in Jordan, Middle Eastern Finance and Economics”. Euro Journals Publishing, Inc. Vol 11 No. 14. Pp 60-72.
Onyancha, Grace Kavengi. 2013. “The Impact of Brand Image on Customer Satisfaction and Loyalty: A Case of Kenya Commercial Bank Europea”. Jurnal of Business and Management. Vol. 5 No. 21, 2013. ISNN 2222-2839. Pp 35-39.
Ristanti, Vivi, Mucsin Saggaf Shihab, dan Endi Rekarti. 2011. “Pengaruh Dimensi Kualitas Pelayanan dan Kepuasan Terhadap Loyalitas Pelanggan”. Jurnal Manajemen dan Bisnis Sriwijaya. Vol. 9 No. 17 Juni 2011. Pp 1-12.
Downloads
Published
2020-07-19
How to Cite
Vierdwiyani, D., & Afriapollo Syafarudin. (2020). ANALYSIS OF SERVICE QUALITY AND BRAND IMAGE ON CUSTOMER SATISFACTION THROUGH PURCHASE DECISIONS AS INTERVENING VARIABLE (CASE STUDY E-COMMERCE SHOPEE AT VILLA GALAXY HOUSING RT 002). Dinasti International Journal of Management Science, 1(6), 802–815. https://doi.org/10.31933/dijms.v1i6.390
Issue
Section
Articles
License
Authors who publish their manuscripts in this journal agree to the following conditions:
- The copyright on each article belongs to the author(s).
- The author acknowledges that the Dinasti International Journal of Management Science (DIJMS) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
- Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Dinasti International Journal of Management Science (DIJMS).
