Pengaruh Citra Merek Dan Kualitas Pelayanan Terhadap Keputusan Konsumen Dalam Memilih Jasa Wedding Organizer Di Purandewi Catering

Ulfi Maranisya; Bilqis Alifia Adzani

doi:10.55606/jsr.v2i2.2834

Ulfi Maranisya Universitas Nasional
Bilqis Alifia Adzani Universitas Nasional

DOI: https://doi.org/10.55606/jsr.v2i2.2834

Keywords: Brand Image, Service Quality, Consumer Decision, Wedding Organizer

Abstract

The purpose of this research is to study how brand image and service quality impact the decisions made by customers when choosing Purandewi Catering wedding organizer services. Descriptive quantitative method with Likert measurement tool was used in this research. Primary data from this study came from 68 respondents who used Purandewi Catering services during the period January - December 2023. The results of the multiple linear regression test show that the brand image variable regression coefficient value is 0.403 or has a positive and significant effect on consumer decisions, then the service quality variable regression coefficient value of 0.298 has a positive effect on consumer decisions. The two variables also simultaneously or together have an effect on consumer decisions to use Purandewi Catering wedding organizer services with the results of the f test count 31.754 greater than the f table value of 3.13.

References

Alma, & Buchari. (2015). Manajemen Pemasaran Dan Pemasaran Jasa. ALFABETA.
Anatasya, A., & Cyasmoro, V. (2023). Pengaruh Citra Merek, Persepsi Harga Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Di Hotel Maven Fatmawati Jakarta. Jurnal Manajemen Pariwisata Dan Perhotelan, 51–70.
Ghozali, I. (2018). Aplikasi Analisis Multivariat Dengan Program IBM SPSS 21 Update PLS Regresi. Badan Penerbit Universitas Diponegoro.
Hamonangan, F. I., Bisnis, A., Sosial, I., Politik, I., Diponegoro, U., Com, F., Pradhanawati, A., Prabawani, B., & Sos, S. (2017). Pengaruh Lokasi, Harga Dan Promosi Terhadap Keputusan Penggunaan Layanan Jasa Laundry (Study Kasus Pada Konsumen Simply Fresh Laundry Di Tembalang, Semarang). Dalam Diponegoro Journal Of Social And Political Of Science Tahun. Http://Ejournal-S1.Undip.Ac.Id/Index.Php/
Hardani, Andriani, H., Hikmatul, N., & Fatmi, E. (2020). Metode Penelitian Kualitatif & Kuantitatif. CV. Pustaka Ilmu Group.
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif Dan R&D. Alfabeta. Tjiptono, F., & Chandra, G. (2012). Pemasaran Strategik. Andi.
Tjiptono, F., & Chandra, G. (2016). Service, Quality & Satisfaction (Edisi 3). Andi.
Kotler, & Keller. (2012). Manajamen Pemasaran (Edisi 12). Erlangga.
Kotler, & Keller. (2016). Manajemen Pemasaran (Edisi 12 Jilid 1 & 2). PT. Indeks.