Kualitas Layanan, Komunikasi Pemasaran, dan Persepsi Konsumen
DOI:
https://doi.org/10.21512/tw.v10i1.715Keywords:
service quality, marketing communication, consumer perception, purchasing decisionAbstract
The purpose of this study is to determine the effect of service quality, marketing communications, and consumer perceptions of purchasing decisions. The collecting data through survey and questionnaire used the Likert method. The technique used to take samples was sample of random sampling. The analysis began by testing the validity and reliability to then proceed with the path analysis. The results showed that customer service and marketing communication simultaneously affected consumer perception, with a value of R ² = 0.658. Service quality, marketing communication and consumer perception simultaneously influenced the purchase decision with a value of R ² = 0.617.
Plum Analytics
References
Kotler, P. (2003). Marketing management, 11th ed., New Jersey: Prentice International, Inc.
Lwin, M., and Aitchison, J. (2005). Clueless in advertising, Jakarta: Bhuana Ilmu Populer.
Rochaety, E. et al. (2007). Metodologi penelitian bisnis dengan aplikasi SPSS, Jakarta: Mitra Wacana Media.
Riduwan dan Kuncoro, E.A., (2008). Cara menggunakan dan memakai analisis jalur (path analysis), cetakan kedua, Bandung: Alfabeta.
Schiffman, L.G., dan Kanuk, L.L. (2007). Perilaku konsumen, cetakan kedua, Jakarta: PT Indeks Group Gramedia.
Simamora, B. (2003). Memenangkan pasar dengan pemasaran efektif dan profitabel, cetakan kedua, Jakarta: PT Gramedia Pustaka Utama.
Umar, H. (2005). Riset pemasaran dan perilaku konsumen, Jakarta: PT Gramedia Pustaka Utama.
Downloads
Published
How to Cite
Issue
Section
License
Authors who publish with this journal agree to the following terms:
a. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License - Share Alike that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
b. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
c. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
USER RIGHTS
All articles published Open Access will be immediately and permanently free for everyone to read and download. We are continuously working with our author communities to select the best choice of license options, currently being defined for this journal as follows: Creative Commons Attribution-Share Alike (CC BY-SA)