@article{IPI2468751, title = "Purchasing decision optimization strategy by service quality innovation through purchase intention", journal = "Center for Economics, Business and Entrepreneurship Development Faculty of Economics and Business, Universitas Muhammadiyah Malang", volume = "Vol. 7 No. 01 (2022): April", pages = "", year = "2022", url = https://ejournal.umm.ac.id/index.php/JIKO/article/view/19975/10343 author = "Abimanyu Tuwuh Sembhodo; Adya Hermawati; Endang Fatmawati; I Wayan Ruspendi Junaedi", abstract = "This study aims to understand the behavior of housing buyers. The data collected in this study use a survey method, using the purposive sampling technique to generate 40 respondents. Structural equation modeling (SEM) showed that service quality innovation did not improve purchasing decisions but purchasing intention mediating service innovation and purchasing decision.", }