Purchasing decision optimization strategy by service quality innovation through purchase intention

Authors

  • Abimanyu Tuwuh Sembhodo Faculty of Economics and Business, Universitas Indonesia, Indonesia
  • Adya Hermawati Postgraduate program, Management department, Universitas Widyagama Malang, Indonesia
  • Endang Fatmawati Faculty of Economics and Business, Universitas Diponegoro, Semarang, Indonesia
  • I Wayan Ruspendi Junaedi Management Department, Faculty of Economics, Business and Humanities, Universitas Dhyana Pura, Indonesia

DOI:

https://doi.org/10.22219/jiko.v7i01.19975

Keywords:

Service quality, innovation, housing, purchase decision

Abstract

This study aims to understand the behavior of housing buyers. The data collected in this study use a survey method, using the purposive sampling technique to generate 40 respondents. Structural equation modeling (SEM) showed that service quality innovation did not improve purchasing decisions but purchasing intention mediating service innovation and purchasing decision.

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Published

2022-01-29

Issue

Vol. 7 No. 01 (2022): April

Section

Articles

License

Copyright (c) 2022 Abimanyu Tuwuh Sembhodo, Adya Hermawati, Endang Fatmawati, I Wayan Ruspendi Junaedi

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.