PENGARUH SERVICE QUALITY DAN BRAND IMAGE TERHADAP PURCHASE DECISION DENGAN BRAND TRUST SEBAGAI VARIABEL INTERVENING (Studi Pada Pengguna GrabBike di Kota Serang)

Tazkiyati Nufus, Fitri (2024) PENGARUH SERVICE QUALITY DAN BRAND IMAGE TERHADAP PURCHASE DECISION DENGAN BRAND TRUST SEBAGAI VARIABEL INTERVENING (Studi Pada Pengguna GrabBike di Kota Serang). S1 thesis, Universitas Sultan Ageng Tirtayasa.

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Abstract

This research aims to determine the influence of Service Quality (X1) and Brand Image (X2) on Purchase Decision (Y) which is mediated by Brand Trust (Z) in GrabBike users. The method used in this research is quantitative research with a descriptive approach. The population in this study were GrabBike users in Serang City. The sample for this research consisted of 108 respondents using the Purposive Sampling and Accidental Sampling methods. The data analysis technique used in this research is Structural Equation Modeling (SEM) using the SmartPLS 4.0 analysis tool. The results of this research show that: (1) Service Quality has a positive but not significant effect on Purchase Decision; (2) Brand Image has a positive and significant effect on Purchase Decision; (3) Service Quality has a positive and significant effect on Brand Trust; (4) Brand Image has a positive and significant effect on Brand Trust; (5) Brand Trust has a positive and significant effect on Purchase Decision; (6) Brand Trust cannot mediate the relationship between Service Quality and Purchase Decision; (7) Brand Image has a positive and significant effect on Purchase Decisions mediated by Brand Trust.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	Nupus, Hayati	197708122008122002
Thesis advisor	Mumtazah Damarwulan, Liza	197411292005012001

Additional Information:

Penelitian ini bertujuan untuk mengetahui pengaruh Service Quality (X1) dan Brand Image (X2) terhadap Purchase Decision (Y) yang dimediasi oleh oleh Brand Trust (Z) pada pengguna GrabBike. Metode yang digunakan dalam penelitian ini adalah penelitian kuantitatif dengan pendekatan deskriptif. Populasi dalam penelitian ini adalah pengguna GrabBike di Kota Serang. Sampel penelitian ini berjumlah 108 responden dengan menggunakan metode Purposive Sampling dan Accidental Sampling. Teknik analisis data yang digunakan dalam penelitian ini adalah Structural Equation Modelling (SEM) dengan menggunakan alat analisis SmartPLS 4.0. Hasil penelitian ini menunjukkan bahwa: (1) Service Quality berpengaruh positif namun tidak signifikan terhadap Purchase Decision; (2) Brand Image berpengaruh positif dan signifikan terhadap Purchase Decision; (3) Service Quality berpengaruh positif dan signifikan terhadap Brand Trust; (4) Brand Image berpengaruh positif dan signifikan terhadap Brand Trust; (5) Brand Trust berpengaruh positif dan signifikan terhadap Purchase Decision; (6) Brand Trust tidak dapat memediasi hubungan antara Service Quality terhadap Purchase Decision; (7) Brand Image berpengaruh positif dan signifikan terhadap Purchase Decision yang dimediasi oleh Brand Trust.

Uncontrolled Keywords:

Service Quality, Brand Image, Brand Trust, Purchase Decision, Mediation. Service Quality, Brand Image, Brand Trust, Purchase Decision, Mediasi

Subjects:

H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory

Divisions:

05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen
05-Fakultas Ekonomi dan Bisnis

Depositing User:

Fitri Tazkiyati Nufus

Date Deposited:

11 Jul 2024 10:07

Last Modified:

16 Jul 2024 11:02

URI:

http://eprints.untirta.ac.id/id/eprint/38080

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