The Effect of Brand Image, Service Quality, Location on Purchasing Decisions of Post-Covid-19 Intervening Trust Cafe (Lampoh Cofee Case Study)

Authors : Eko Budi Sudrajat; Dr. Djumarno; Dr. Hapzi Ali, MM

Volume/Issue : Volume 5 - 2020, Issue 12 - December

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This research was conducted to analyze the effect of Brand Image, Service Quality, Location on Cafe Selection Decisions through Intervening Trust in Lampoh Coffee. The data used in this study is questionnaire data taken from 165 respondents using convenience sampling. Meanwhile, the data analysis was performed using quantitative statistics using Structural Equation Modeling (SEM) assisted by LISREL version 9.2 software. The results showed that Brand Image, Service Quality, and Location had a significant effect on Trust, and also Trust had a significant effect on Election Decisions. In the research results, direct and indirect relationships, both their image, service quality, and location directly have a significant effect on the selection decision. Likewise, indirectly through a trust has a significant effect on the Election Decision. The results of this study can be used as a reference both academically and practically in implementation management by Lampoh Coffee

Keywords : Brand Image, Service Quality, Location, Trust, Selection Decision (Purchase decision).


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31 - May - 2022

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