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ANALISIS KUALITAS PELAYANAN, NILAI PELANGGAN, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SASIRANGAN DI KAWASAN WISATA KAMPUNG SASIRANGAN DI KOTA BANJARMASIN

Natalia Desy Astuti, Tinik Sugiati, Akhmad Supriyanto

Abstract


The purpose of this study was to investigate and analyze the impact of service quality, customer value and brand image simultaneously and partially on purchasing decisions sasirangan in Banjarmasin. The population used in this study are consumers sasirangan in Banjarmasin, who never made a purchase sasirangan in the region. The sample in this study of 80 people that sasirangan consumers in the tourist area of villages Sasirangan in Banjarmasin, where respondents select based on criteria that have been determined, using purposive sampling technique. The method of analysis used by multiple linear regression analysis and the classical assumption. The results indicate that the variable service quality, customer value and brand image simultaneous influence on purchase decisions sasirangan. Partially, the results indicate that the variable quality of service does not affect the purchase decision, while variable customer value and brand image influence on purchase decisions. Positioning of an SME is one way of dealing with inter-industry competition sasirangan. Positioning is done based on consumer perceptions of the shops in the tourist area of the village sasirangan. This mapping is done by using analysis of Multidimensional Scaling (MDS), with MDS is an industry can recognize it’s closest competitors basedon existing attributes. The results show that the positioning of SMEs in the tourist area of the village is divided into four sasirangan kuadan. Where in each quadrant of SMEs are perceived to have in common  with SMEs in the same quadrant. Susi and Zidane SMEs factors perceived to have a very distinguishing with other SMEs.

 

Keywords: Service Quality, Customer Value, Brand Image, Purchase Decision


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