Majalah Ilmiah Bijak
Vol. 21 No. 2: September 2024

The Impact of Brand Image, Service Quality, and Reputation Performance Score on The Purchase Decision: The Role of Customer Engagement

Jaya, Lalu Aswadi (Unknown)
Silitonga, Parlagutan (Unknown)
Nugroho, Sigit Dani (Unknown)
Reyes, Victor T. (Unknown)

Article Info

Publish Date
09 Sep 2024

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.

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Journal Info
Majalah Ilmiah Bijak
Website

Abbrev

bijak

Publisher

Institut Ilmu Sosial dan Manajemen STIAMI

Subject

Humanities Economics, Econometrics & Finance Social Sciences

Description

The Bijak Journal is a scientific journal of Administrative Science Business, published by the Business Administration Studies Program Faculty of Administrative Sciences Institute of Social and Management Studies STIAMI. The Journal of Business Administration is published 2 (two) times a year, every ...