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All Journal YUME : Journal of Management Jurnal Ilmiah Edunomika (JIE) Jurnal Ilmiah Akuntansi Maneggio
Tampubolon, Herikson
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Social Sciences Other

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Journal : Jurnal Ilmiah Edunomika (JIE)

 1 
PERAN PERILAKU KONSUMEN SEBAGAI MEDIASI PADA HUBUNGAN KUALITAS PELAYANAN DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN Tampubolon, Herikson; Novitasari, Evi
JURNAL ILMIAH EDUNOMIKA Vol 9, No 1 (2025): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v9i1.16336

Abstract

The purpose research is to determine how the quality of service and product quality affect purchasing decisions with consumer behavior as an intervening variable. The research method used is a quantitative method based on the approach of analyzing numerical data/numbers. Hypothesis testing in this study used SPSS. Data analysis techniques using classical assumption tests and path analysis. The sampling technique used in this study is simple random sampling with the Slovin formula. Sample of 60 respondents from a population of 150 people. The results of the Direct Influence study are The influence of service quality variables on purchasing decisions through consumer behavior is not significant . The study found that the indirect influence of service quality on consumer behavior is significant, consumer behavior on purchasing decisions is also significant. It is concluded that consumer behavior successfully mediates the influence of service quality on purchasing decisions. While the direct influence of product quality on purchasing decisions through consumer behavior is not significant. The indirect influence of product quality on consumer behavior is significant, consumer behavior on purchasing decisions is also significant. It can be concluded that consumer behavior successfully mediates the influence of product quality on purchasing decisions
PERAN PERILAKU KONSUMEN SEBAGAI MEDIASI PADA HUBUNGAN KUALITAS PELAYANAN DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN Tampubolon, Herikson; Novitasari, Evi
JURNAL ILMIAH EDUNOMIKA Vol. 9 No. 1 (2025): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v9i1.16336

Abstract

The purpose research is to determine how the quality of service and product quality affect purchasing decisions with consumer behavior as an intervening variable. The research method used is a quantitative method based on the approach of analyzing numerical data/numbers. Hypothesis testing in this study used SPSS. Data analysis techniques using classical assumption tests and path analysis. The sampling technique used in this study is simple random sampling with the Slovin formula. Sample of 60 respondents from a population of 150 people. The results of the Direct Influence study are The influence of service quality variables on purchasing decisions through consumer behavior is not significant . The study found that the indirect influence of service quality on consumer behavior is significant, consumer behavior on purchasing decisions is also significant. It is concluded that consumer behavior successfully mediates the influence of service quality on purchasing decisions. While the direct influence of product quality on purchasing decisions through consumer behavior is not significant. The indirect influence of product quality on consumer behavior is significant, consumer behavior on purchasing decisions is also significant. It can be concluded that consumer behavior successfully mediates the influence of product quality on purchasing decisions
Co-Authors Ansori, Kholid Karim, Ahmad Marpaung, Thamrin Ndruru, Melania Widarni Novitasari, Evi Riatmaja, Dodi Setiawan Rosalia, Olyvia Saragih, Afni Eliana Wijayanti, Lumastari Ajeng Zainal Firdaus Wardhana