Purchase Decision Model Through Interest to Buy Based on Quality of Service and WOM

Authors

  • Jatmiko Universitas Esa Unggul

Keywords:

Service Quality, Word Of Mouth, Purchase Decision, Purchase Interest

Abstract

This study aims to determine the effect of service quality and word of mouth on purchasing decisions through buying interest on JNE service users in Citra Raya. The population in this study are all people who have used JNE services in Citra Raya with at least using JNE services twice and at least 17 years old. The data collection method used non-probability sampling technique with purposive sampling technique in order to obtain a sample of 150 people. The analytical tool used is path analysis. Data processing using statistical software.

The results of this study indicate that Service Quality and Word Of Mouth have a positive and significant effect on buying interest. Service Quality, Word of Mouth and Buying Interest have a positive and significant effect on Purchase Decisions. Service Quality has a positive and significant effect on Purchase Decisions through Purchase Interest. Word of mouth has a positive and significant effect on purchasing decisions through buying interest. Purchase interest is a key factor in service quality and word of mouth in improving purchasing decisions or using JNE services in the Citra Raya area.

Additional Files

Published

2022-06-30

How to Cite

jatmiko, jatmiko. (2022). Purchase Decision Model Through Interest to Buy Based on Quality of Service and WOM. Journal Advancement Center for Finance and Accounting, 2(2), 37–57. Retrieved from https://journal.jacfa.id/index.php/publish/article/view/8