Pengaruh Perceived Value, Service Quality dan Brand Trust Terhadap Purchase Decision Pengguna Indi Home di Yogyakarta
DOI:
https://doi.org/10.37112/bisman.v6i1.2242Keywords:
Perceived Value, Service Quality, Brand Trus and Purchase DecisionAbstract
This study aims to determine the effect of Perceived Value, Service Quality and Brand Trust on Purchase Decision for Indihome application users in Yogyakarta, This Research is included in the type of quantitative research with a sample 80 of respondens. In this study, the sampling technique used is the questionnaire survey method via google form. The analytical technique used in this study is statictical Progam for social Science (SPSS) method through the help of the SPPS version 21.0 data processing progam. This study obtained the result that the variables of Perceived alue, Service Quality and Brand Trust had a positive and significant effect on the Purchase Decision of Indihome users. In this study, the Service Quality variable has the greates influence compared to Perceived Value and Brand Trust. This means that Indihome users are more Service Quality oriented, compared to Perceived Value and Brand Trust before they make a Purchase Decision of Indihome service product.
The result of this study indicate the Perceived Value partially has a positive and significant effect on Purchase Decision with regression coefficient of 0.448 and significance value of 0.002. Service Quality has a positive and significant value 0.011. Brand Trust has a positive and significant effect on Purchase Decision with a regression coefficient of 0.607 and significant value of 0.000. Perceived Value, Service Quality and Brand Trust simultaneously have a significant effect on Purchase Decision with a significant value of 0.000. Therefore, all hypothesis in this study are accepted.
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