The Effect Of Promotion Service Quality And Brand Image On Purchase Decisions

Nasrul Pranata; Hendra  Setiawan

Nasrul Pranata Faculty of Economics and Business, Madiun PGRI University
Hendra Setiawan Faculty of Economics and Business, Madiun PGRI University

Keywords: Service Quality: Promotion, Brand Image, Purchasing Decisions

Abstract

The purpose of this study is to provide empirical evidence regarding service quality, promotion, and brand image on purchasing decisions at Toko Maju Hardware Madiun. The data source used is primary data, obtained from data collection using a questionnaire with a sample of 390 respondents. The research method used is a quantitative approach with Structural Equation Model (SEM) analysis with the help of SmartPLS (Partial Least Square) Version 4.0 software. The results of this study indicate that service quality has a positive and significant effect on purchasing decisions at Toko Maju Hardware Madiun. Promotion also has a positive and significant effect on purchasing decisions at Toko Maju Hardware Madiun. Brand image also has a positive and significant effect on purchasing decisions at Toko Maju Hardware Madiun.

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