Pengaruh citra merek dan kualitas pelayanan terhadap keputusan konsumen

  • Asrizal Efendy Nasution Program Studi Manajemen, Universitas Muhammadiyah Sumatera Utara

Abstract


  • Purposes : This study aims to analyse the influence of brand image and service quality to consumer purchasing decisions, both partially and simultaneous.

  • Methods : This research has used associative research. The sample in this study amounted to 100 people. Sampling was done by a purposive sampling method. Meanwhile, the research instrument used questionnaires. The questionnaire data were analysed by linear regression technique.

  • Findings : This study concluded that brand image does not have a significant effect on purchasing decisions; as well as the quality of service showed no significant effect on purchasing decisions; Meanwhile, simultaneously, brand image and service quality have a significant effect on purchasing decisions.

  • Keywords : Brand image, service quality, purchase decision.

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Published
2018-08-31
How to Cite
NASUTION, Asrizal Efendy. Pengaruh citra merek dan kualitas pelayanan terhadap keputusan konsumen. Jurnal Riset Sains Manajemen, [S.l.], v. 2, n. 3, p. 91-96, aug. 2018. ISSN 2597-4726. Available at: <http://ejurnal.id/index.php/jsm/article/view/121>. Date accessed: 19 nov. 2018.
Section
Articles