Pengaruh Kualitas Layanan, Harga, Kepercayan Merek Dan Citra Merek Terhadap Keputusan Pembelian Online Handphone Iphone Di Surabaya
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Madaniyah, Jihan
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2023-08-04 08:22:21
Abstract :
This study aims to examine the effect of service quality, price, brand trust and brand image on online purchasing decisions for iPhone mobile phones in Surabaya. The survey data collected through the distribution of online questionnaires resulted in 83 respondents from the Surabaya area. From the results of the respondents' responses that have been collected, they are statistically analyzed using SPSS and SmartPLS 3.0. This research method uses Structural Equation Modeling. The results of this study indicate that the effect of service quality has a positive and significant effect on online purchasing decisions for iPhone mobile phones in Surabaya. Price has no significant effect on the decision to purchase iPhone mobile phones online in Surabaya. Brand trust has no significant effect on online purchasing decisions for iPhone mobile phones in Surabaya. Brand image has no significant effect on online purchase decisions for iPhone mobile phones in Surabaya. The results of this study provide new insights for sellers to improve service quality in serving their customers so that whatever price the seller offers will make sense for consumers and with high brand trust it will increasingly make consumers feel confident when they want to make online purchases so as to encourage brand image. iPhone mobile phones are better, this can encourage consumers to buy at these sellers because sellers can meet consumer needs. Keywords : Quality of Service, Price, Brand Trust, Brand Image and Purchase Decision Online
This study aims to examine the effect of service quality, price, brand trust and brand image on online purchasing decisions for iPhone mobile phones in Surabaya. The survey data collected through the distribution of online questionnaires resulted in 83 respondents from the Surabaya area. From the results of the respondents' responses that have been collected, they are statistically analyzed using SPSS and SmartPLS 3.0. This research method uses Structural Equation Modeling. The results of this study indicate that the effect of service quality has a positive and significant effect on online purchasing decisions for iPhone mobile phones in Surabaya. Price has no significant effect on the decision to purchase iPhone mobile phones online in Surabaya. Brand trust has no significant effect on online purchasing decisions for iPhone mobile phones in Surabaya. Brand image has no significant effect on online purchase decisions for iPhone mobile phones in Surabaya. The results of this study provide new insights for sellers to improve service quality in serving their customers so that whatever price the seller offers will make sense for consumers and with high brand trust it will increasingly make consumers feel confident when they want to make online purchases so as to encourage brand image. iPhone mobile phones are better, this can encourage consumers to buy at these sellers because sellers can meet consumer needs. Keywords : Quality of Service, Price, Brand Trust, Brand Image and Purchase Decision Online
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