Hubungan Kualitas Pelayanan, Brand Trust, Brand Preference dan Intention to Buy (Kasus pada PT. Sinar Sosro-Kantor Penjualan Yogyakarta)

Susiyono, Susiyono (2019) Hubungan Kualitas Pelayanan, Brand Trust, Brand Preference dan Intention to Buy (Kasus pada PT. Sinar Sosro-Kantor Penjualan Yogyakarta). Jurnal thesis, STIE YKPN.

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Abstract

This research examines the effect of service quality by using five servqual dimensions (Parasuraman et al., 1988), namely tangible, reliability, responsiveness, assurance, and empathy on intention to buy using brand trust and brand preference as mediating variables. This research uses a questionnaire with a Likert scale 1 to 5, with 301 respondents filling out the questionnaire. this study tested the hypothesis with AMOS. the results of this study, namely reliability, responsiveness, assurance, and empathy affect the brand trust. tangible, reliability, assurance, and empathy affect the brand preference. brand trust and brand preference affect the intention to buy.

Item Type: Thesis (Jurnal)
Additional Information: Tesis dapat dibaca di Perpustakaan dengan call number SUS h 417/2019
Uncontrolled Keywords: servqual, tangible, reliability, responsiveness, assurance, empathy, brand trust, brand preference, and intention to buy
Divisions: Program Pasca Sarjana > Jurnal Tesis Magister Akuntansi
Depositing User: Pustakawan STIE YKPN
Date Deposited: 03 Jul 2019 03:14
Last Modified: 03 Jul 2019 03:14
URI: http://repository.stieykpn.ac.id/id/eprint/178

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