Munich Personal RePEc Archive

Pengaruh Citra Merek Dan Kualitas Layanan Terhadap Keputusan Pembelian Melalui Minat Beli (Studi Kasus Pada KASKUS)

Tampubolo, Bantu and Purba, Martin (2015): Pengaruh Citra Merek Dan Kualitas Layanan Terhadap Keputusan Pembelian Melalui Minat Beli (Studi Kasus Pada KASKUS). Published in: Jurnal Konsep Bisnis dan Manajemen , Vol. Vol. 2, No. No. 1 (1 November 2015): pp. 21-35.

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Abstract

Economic development of the traditional economy to the new economy gives a series of entirely new capabilities into the hands of consumers and businesses. The new economy is based on the digital revolution and information systems, thus making consumers and businesses have an alternative that is not owned in the old economy. One of them is the ability of businesses to operate new sales channels and the information that can improve geographical coverage in informing and distributes its products to consumers. The new economy led to the emergence of selling products online. In this study see how the influence of the brand image of KASKUS as online sales site and also the quality of the services offered by KASKUS to consumers who use their sites to shop in influencing consumer purchasing decisions by consumers to buy them. Sampling was done snowball sampling method and according to some certain kriteris thus obtained 55 samples. The research showed that the brand image and service quality has positive influence on buying interest but did not significantly influence the quality of service life being relationship of brand image, quality of service and buying interest and a significant positive effect partially on consumer purchasing decisions.

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