PENGARUH KUALITAS PELAYANAN INTI DAN KUALITAS PELAYANAN PERIPHERAL TERHADAP KEPERCAYAAN PELANGGAN DAN BRAND IMAGE SERTA DAMPAKNYA TERHADAP KEPUTUSAN PEMBELIAN
DOI:
https://doi.org/10.35473/jibaku.v2i2.1489Abstract
Meneliti pengaruh kualitas pelayanan inti dan kualitas pelayanan peripheral terhadap kepercayaan pelanggan dan brand image serta dampak yang ditimbulkan pada keputusan pembelian pengguna jasa dari Sanggar Rias Widya Budaya Semarang.
Hasil penelitian menunjukkan keputusan pembelian dipengaruhi 0,807 brand image, Brand Image dipengaruhi 0,657 kualitas pelayanan peripheral dan 0,672 kepercayaan pelanggan, dan kepercayaan pelanggan dipengaruhi 0,919 kualitas pelayan inti.
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