Brand image among the purchase decision determinants

doi:10.25139/jsk.v4i3.2546

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Brand image among the purchase decision determinants

Universitas Dinamika http://orcid.org/0000-0002-6857-4778
Universitas Dinamika

https://doi.org/10.25139/jsk.v4i3.2546

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THE EFFECT OF PERCEIVED PRICE, SERVICE QUALITY, AND WORD OF MOUTH ON PURCHASING DECISIONS MEDIATED BY BRAND IMAGE IN SURABAYA downloads: 0

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Keywords: purchase decision, brand image, word of mouth, perceived price, service quality.

Abstract

The purpose of this research was to measure the effect of word of mouth, perceived price, and service quality toward brand image and purchase decision. This research also aimed to measure the mediating effect of Brand Image toward the relationship between word of mouth, perceive price, and service quality with the purchase decision. This study used a survey technique that utilised questionnaires as research instruments for 200 respondents who have visited Surabaya hotels as well as Partial Least Square (PLS) data analysis techniques. The findings in this research proved that Word of Mouth, Perceived Price, and Service Quality have a significant positive effect on Brand Image and Purchase Decision. This research also revealed that brand image also has an intervening effect in the relationship of Word of Mouth, Perceived Price, and Service Quality with Purchase Decision.

Author Biographies

, Universitas Dinamika

Program Studi D4 Produksi Film dan Televisi, Fakultas Teknologi Bisnis dan Informatika, Universitas Dinamika

, Universitas Dinamika

Program Studi S1 Manajemen Fakultas Ekonomi dan Bisnis, Universitas Dinamika

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Published

2020-11-05

How to Cite

, & . (2020). Brand image among the purchase decision determinants. Jurnal Studi Komunikasi, 4(3), 700-715. https://doi.org/10.25139/jsk.v4i3.2546

Issue

Vol. 4 No. 3 (2020)

Section

Articles

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