KALBISIANA Jurnal Sains, Bisnis dan Teknologi
Vol. 10 No. 2 (2024): Kalbisiana

Pengaruh Citra Merek dan Kualitas Layanan dengan Variabel Intervening Minat Beli terhadap Keputusan Pembelian di TK ID

Nindi Saputri (Institut Teknologi dan Bisnis Kalbis)
Pranakusuma Sudhana (Institut Teknologi dan Bisnis Kalbis)

Article Info

Publish Date
26 Jun 2024

Abstract

Education is a necessity for anyone from any background, because it is believed to bring change to be the better person, this view makes education always in demand and will never be abandoned. Indonesia has plenty of school-aged people, one of them are in the kindergarten level. his statement is not in-line with the phenomenon of the decreasing number of students in ID Kindergarten, Z Foundation, JPBS Branch in 2019. The emergency situation of the Covid-19 Pandemic has made parents postponed their children to school. In addition, the brand image and quality of services of a school are considered in choosing a school. This study aims to explore more about the influence of brand image, service quality, buying interest on purchasing decisions. This Quantitative research is using questionnaire instruments and processed using the structure equation technique of partial least squat (SEM-PLS) model. The results of this study show that buying interest could strengthen the connection between brand image, service quality and purchasing decisions at TK ID.

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Journal Info
KALBISIANA Jurnal Sains, Bisnis dan Teknologi
Website

Abbrev

kalbisiana

Publisher

UNIVERSITAS KALBIS

Subject

Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

Description

KALBISIANA Jurnal Sains, Bisnis dan Teknologi adalah jurnal akses terbuka akademik yang bertujuan untuk mempromosikan integrasi sains, bisnis dan teknologi. Fokusnya adalah menerbitkan makalah tentang sains, bisnis dan teknologi. Makalah yang dikirimkan akan ditinjau oleh komite teknis jurnal. Semua ...