Service Quality and Price Perceptions of Purchasing Decisions Through Brand Trust
Abstract
The purpose of this Research related to purchasing decisions in Food Delivery Services shows that there is an interplay between Service Quality, Price Perception, and Brand Trust both directly or indirectly. The purpose of this study is to examine what factors influence Purchase Decisions both through the direct influence of Service Quality and Perceived Price, as well as the indirect influence of Brand Trust. This research was conducted on students the Master of Management Study Program for class 2019-2022 at Postgraduate School, Pakuan University, Bogor who use the Shopeefood delivery service. This research was conducted based on survey research. The sample consisted of 139 respondents using the convenience sampling method. Data was collection through questionnaire which validity and reliability were already verified. The analysis technique for this study uses SEM with the AMOS 22.0 application. The results of this study indicate that service quality, price perception and brand trust have a positive effect on purchasing decisions, but not all of the results are significant. The intervening variables in this study cannot mediate the effect of the independent variables on the dependent variable, namely brand trust cannot mediate service quality and price perceptions on purchasing decisions.
Keywords
References
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DOI: 10.33751/jhss.v8i1.9827
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