CREATING CONSUMER PURCHASE DECISION : ANALYSIS OF BRAND IMAGE, SERVICE QUALITY AND MARKETING COMMUNICATION.

Abstract

The research aimed to examine and analyze either partial or simultaneuos influence of brand image, service quality and marketing communication on purchase decision of Mal Artha Gading consumers. Of 40.000 populations, 100 samples were obtained, based on Slovin's sampling technique. For data collection, the research relied on questionnaires and interviews. Descriptive and inferential statistics were applied for data analysis. The research findings have revealed that brand image, service quality and marketing communication influence consumer purchase decision simultaneously. Partially, brand image variable gave the greatest and the most significant influence on consumer purchase decision, while service quality did not influence consumer purchase decision very much; marketing communication had a significant impact on consumer purchase decision. The implication is that in order to have consumers make a purchase, the management had better improve its brand image, service quality and marketing communication. Copy Right, IJAR, 2017,. All rights reserved.