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All Journal Indonesian Journal of Economics and Management
Toyibatul Masruroh
Faculty of Islamic Economics and Business, Universitas Islam Negeri Salatiga, Salatiga, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Customer Decisions, WOM, and Innovation Products: The Role of Destination Servicescape as an Intervening Toyibatul Masruroh; Yudha Trishananto
Indonesian Journal of Economics and Management Vol 3 No 1 (2022): Indonesian Journal of Economics and Management (November 2022)
Publisher : Jurusan Akuntansi Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/ijem.v3i1.4590

Abstract

Based on the research conducted and what you want to research about the effect of word of mouth and product innovation on customer decisions with the destination servicescape as an intervening variable. The method of this study is quantitative, with data collection techniques using questionnaires and data analysis techniques from this study using the SPSS 22 program. The results of the analysis of the research show that word of mouth has a significant positive effect on the destination servicescape. Product innovation has a significant positive effect on the destination servicescape. Word of mouth has a significant positive effect on customer decisions. Product innovation has a negative and insignificant effect on customer decisions. Destination servicescape has a significant positive effect on customer decisions. Destination Servicescape can mediate the influence of word of mouth on customer decisions. Destination servicescape can mediate the influence of Product Innovation on customer decisions.
Co-Authors Yudha - Trishananto