THE INFLUENCE OF BRAND IMAGE AND SERVICE QUALITY TOWARDS PURCHASE INTENTION AND ITS IMPACT ON THE PURCHASE DECISION OF SAMSUNG SMARTPHONE
Andrian Haro (a*), Dinawati Oktaviana (a), Anugrah Trimulia Dewi (a), Wan Anisa (a), Akmaluddin Suangkupon (b)
a) Faculty of Economics, State University of Jakarta (UNJ), Jakarta, Indonesia
*andrianharo[at]feunj.ac.id
b) Bank of Indonesia (BI), Jakarta, Indonesia
Abstract
The purpose of this study is to examine the influence of brand image and service quality towards purchase intention and its impact on the purchase decision of Samsung smartphone. The sample size of this study is 150 Samsung smartphone users who already visit to the Samsung outlet. The analysis data was used Structural Equation Modeling (SEM) through AMOS software. The results show that brand image has an influence on purchase intention, quality of service has effect on purchase intention, and purchase intention has an influence towards purchase decisions.
Keywords: Brand Image; Service Quality; Purchase Intention; Purchase Decision
Topic: Management