25Mar 2017

CREATING CONSUMER PURCHASE DECISION : ANALYSIS OF BRAND IMAGE, SERVICE QUALITY AND MARKETING COMMUNICATION.

  • Chief of magister management program University of Muhammadiyah Prof. Dr. Hamka, & Commissaries of PD Pasar Jaya.
  • General Manager of Artha Gading Estate.
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The research aimed to examine and analyze either partial or simultaneuos influence of brand image, service quality and marketing communication on purchase decision of Mal Artha Gading consumers. Of 40.000 populations, 100 samples were obtained, based on Slovin’s sampling technique. For data collection, the research relied on questionnaires and interviews. Descriptive and inferential statistics were applied for data analysis. The research findings have revealed that brand image, service quality and marketing communication influence consumer purchase decision simultaneously. Partially, brand image variable gave the greatest and the most significant influence on consumer purchase decision, while service quality did not influence consumer purchase decision very much; marketing communication had a significant impact on consumer purchase decision. The implication is that in order to have consumers make a purchase, the management had better improve its brand image, service quality and marketing communication.

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[Bambang Dwi Hartono and Johny Edward Petterson Nikijuluw. (2017); CREATING CONSUMER PURCHASE DECISION : ANALYSIS OF BRAND IMAGE, SERVICE QUALITY AND MARKETING COMMUNICATION. Int. J. of Adv. Res. 5 (Mar). 946-956] (ISSN 2320-5407). www.journalijar.com

Bambang Dwi Hartono
1) Chief of magister management program University of Muhammadiyah Prof. Dr. Hamka, & Commissaries of PD Pasar Jaya

DOI:

Article DOI: 10.21474/IJAR01/3594      
DOI URL: https://dx.doi.org/10.21474/IJAR01/3594

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