The Analysis Influence Of Service Quality And Promotion To Purchase Intention And The Impact To Customer Decision (Case Al - Syukro Islamic Elementary School, Ciputat)
| Main Author: | Abdul Rahim |
|---|---|
| Other Authors: | Azzam Jasin, Ade Suherlan |
| Format: | Masters |
| Bahasa: | ind |
| Terbitan: |
Jakarta: Fakultas Ekonomi dan Bisnis UIN Syarif Hidayatullah Jakarta
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| Subjects: | |
| Online Access: |
http://repository.uinjkt.ac.id/dspace/handle/123456789/38546 |
Daftar Isi:
- The aim of this research is to analyze the influence of service quality and promotion to purchase intention that impacts on customer decision at Al-syukro Islamic Elementary School. Judgmental/Purposive sampling method has been selected to obtain the data requires at this study. The research use 100 respondents and the respondents are parents of students in Al- syukro Islamic Elementary School. Path analysis used as analytical method in this research. The results of this research shows that service quality and promotion have significant influence simultaneously on purchase intention. Service quality has no significant influence partially on purchase decision and promotion has significant influence partially on purchase intention. The second structure equation showed that service quality, promotion and purchase intention have significant influence simultaneously on customer decision. Service quality has significant influence on customer decision but promotion and purchase intention have significant influence on customer decision.