The Effect Of Service Quality And Advertising Attractiveness On Honda Motorcycle Purchase Decisions With Brand Image As An Intervening Variable At Pt Indako Trading Coy Medan Branch
DOI:
https://doi.org/10.47134/jobm.v3i3.181Keywords:
Advertising Appeal, Brand Image, Purchasing Decisions, Service QualityAbstract
Developments in the business world today present new opportunities and challenges to maximize profits. These conditions are expected to assist each company in developing products and achieving maximum profits, including in the transportation business. Transportation is a vital part of people's daily lives, making it easier for them to get to their destinations. The purpose of this study is to analyze the influence of service quality and advertising appeal on purchasing decisions through brand image at PT Indako Trading Coy, Medan Branch, using a sample of 100 respondents. The analysis used descriptive analysis and path analysis with the Smart PLS application. The results of the study indicate that service quality directly impacts brand image, service quality significantly impacts purchasing decisions, advertising appeal significantly impacts brand image, and advertising appeal significantly impacts purchasing decisions. Indirectly, service quality significantly impacts purchasing decisions through brand image, and advertising appeal significantly impacts purchasing decisions through brand image.
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