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All Journal Majalah Ilmiah Bijak
Reyes, Victor T.
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Humanities Economics, Econometrics & Finance Social Sciences

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The Impact of Brand Image, Service Quality, and Reputation Performance Score on The Purchase Decision: The Role of Customer Engagement Jaya, Lalu Aswadi; Silitonga, Parlagutan; Nugroho, Sigit Dani; Reyes, Victor T.
Majalah Ilmiah Bijak Vol. 21 No. 2: September 2024
Publisher : Institut Ilmu Sosial dan Manajemen STIAMI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31334/bijak.v21i2.4042

Abstract

Brand image and Service Quality are usually applied as the main variables on the purchase decision. This research aims to include a Reputation Performance Score to influence Purchase Decisions by Customer Engagement as a mediator variable. The analysis of 260 valid respondents was done using PLS-SEM tools Smart-PLS 3.0. The findings indicated that brand image, service quality, and RPS positively and significantly impacted customer engagement. Therefore, customer involvement, brand image, service quality, and RPS have a favourable and considerable indirect effect on purchase decisions. The role of customer engagement as a mediator variable has made a meaningful contribution to the body of knowledge and marketing practitioners in the hotel industry.
Co-Authors Jaya, Lalu Aswadi Nugroho, Sigit Dani Parlagutan Silitonga