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All Journal The Winners
Ironia Vivie Susanti, Ironia Vivie
Universitas Gunadarma
Social Sciences

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Kualitas Layanan, Komunikasi Pemasaran, dan Persepsi Konsumen Hudiyanto, Hadir; Lindawati, Lindawati; Susanti, Ironia Vivie
Journal the Winners: Economics, Business, Management, and Information System Journal Vol 10, No 1 (2009): The Winners Vol. 10 No. 1 2009
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/tw.v10i1.715

Abstract

The purpose of this study is to determine the effect of service quality, marketing communications, and consumer perceptions of purchasing decisions. The collecting data through survey and questionnaire used the Likert method. The technique used to take samples was sample of random sampling. The analysis began by testing the validity and reliability to then proceed with the path analysis. The results showed that customer service and marketing communication simultaneously affected consumer perception, with a value of R ² = 0.658. Service quality, marketing communication and consumer perception simultaneously influenced the purchase decision with a value of R ² = 0.617.
Co-Authors Hadir Hudiyanto, Hadir Lindawati Lindawati