Purchasing decision optimization strategy by service quality innovation through purchase intention
Abimanyu Tuwuh Sembhodo(Faculty of Economics and Business, Universitas Indonesia, Indonesia) Adya Hermawati(Postgraduate program, Management department, Universitas Widyagama Malang, Indonesia) Endang Fatmawati(Faculty of Economics and Business, Universitas Diponegoro, Semarang, Indonesia) I Wayan Ruspendi Junaedi(Management Department, Faculty of Economics, Business and Humanities, Universitas Dhyana Pura, Indonesia)
Publish Date 29 Jan 2022
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.
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