DETERMINATION OF PURCHASE DECISIONS AND CUSTOMER SATISFACTION: ANALYSIS OF BRAND IMAGE AND SERVICE QUALITY (REVIEW LITERATURE OF MARKETING MANAGEMENT)

Hapzi Ali,Ridho Rafqi Ilhamalimy,Veithzal Rivai Zainal

doi:10.31933/dijdbm.v3i1.1100

Abstract

The purpose of writing Literature Review Papers is to determine the effect of service quality and brand image variables on purchasing decisions and customer satisfaction. With qualitative methods and Library Research. The purpose of writing this article is to build a hypothesis of the influence between variables to be used in further research. The results show that service quality affects purchasing decisions, service quality affects consumer satisfaction, brand image affects purchasing decisions, brand image affects consumer satisfaction and purchasing decisions affects consumer satisfaction.

Highlights

Every student, both Strata 1, Strata 2 and Strata 3, is required to conduct research in the form of theses, theses and dissertations
The results show that service quality affects purchasing decisions, service quality affects consumer satisfaction, brand image affects purchasing decisions, brand image affects consumer satisfaction and purchasing decisions affects consumer satisfaction
Effect of brand image on purchasing (Yu et al, 2013) If the company can form a strong brand image consumers will not hesitate to make purchases at the company.(Ali, 2019a) Brand image can be formed by maintaining the quality of information that is easy for consumers to understand and by maintaining the quality of the products being sold

Summary

Introduction

Both Strata 1, Strata 2 and Strata 3, is required to conduct research in the form of theses, theses and dissertations. Likewise for lecturers, researchers and other functional staff who actively conduct research and make scientific articles for publication in scientific journals. Based on the empirical experience of many young students and lecturers as well as other researchers, it is difficult to find supporting articles in research as previous research or as relevant research. Articles as relevant researchers are needed to strengthen the theory being studied, to see the relationship between variables and build hypotheses, it is very necessary in the discussion section of research results. This article discusses the influence of brand image and price on trust and their impact on purchasing decisions, (A Study of Marketing Management Literature). Not all factors that influence purchasing decisions and customer satisfaction in this article, this is only a small part that will be reviewed and reviewed

Methods

Discussion

Conclusion