The Impact of Brand Image, Service Quality, and Reputation Performance Score on The Purchase Decision: The Role of Customer Engagement
Year: 2024
Type: article
Study design: Observational Study
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.
Source: Majalah Ilmiah Bijak
Authors: Lalu Aswadi Jaya, Parlagutan Silitonga, Sigit Dani Nugroho, Victor T. Reyes
Institution: University of Santo Tomas
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4407311764