The Measurement of Purchase Decision Using Service Quality Through Brand Equity
Author(s)
Suharto ,
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Abstract
This research was conducted to measure purchasing decisions using brand equity through service quality. Collecting data with questionnaires to 130 respondents in Laptop shopping centers in Lampung Province. Data analysis using SPSS and LISREL programs. The results of the study found that consumers who decided to buy a laptop were influenced by service quality and brand equity. However, product qualification is also one of the considerations of consumers in deciding purchases, so that detailed information about products is needed by consumers. This study has practical implications that in deciding purchases, consumers first consider the indicators of service quality and brand equity.
Keywords
service quality, brand equity, consumer purchase decision
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