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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

Link: https://ifory.id/abstract/7r4VMQuyNnhA

Conference: International Conference on Economics, Business and Economic Education Science (ICEBEES 2019)

Plain Format | Corresponding Author (Andrian Haro)

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