The Influence of Customer Relationship Management and Service Quality on Purchasing Decisions with Brand Image as a Moderator

Abstract

This study aims to determine the effect of customer relationship management and service quality on purchasing decisions with brand image as a moderator. This research provides a better meaning of purchasing decisions by taking into account customer relationship management factors, service quality, and brand image. The sample used was 100 people from various types of education and age. This research is quantitative research with the structural equation modeling analysis method. This research design uses causality which aims to test the direct effect and moderating effect between variables. The software used is SmartPLS (Partial LeastSquare). The results showed that customer relationship management has a positive effect on buyer decisions, meaning that the research hypothesis is accepted. Service quality has a positive effect on buyer decisions, meaning that the hypothesis in the study is accepted. Brand image has a positive effect on purchasing decisions, meaning that the hypothesis of this study is accepted. Brand image weakens the relationship between customer relationship management and purchasing decisions has a negative effect, meaning that the hypothesis in this study is rejected. Brand image weakens the relationship between service qualities and purchasing decisions has a negative effect, meaning that the hypothesis in this study is rejected. The implications in this study provide advice for researchers to pay attention to the first hypothesis, second hypothesis, third hypothesis, fourth hypothesis, and fifth hypothesis if they want to conduct research. The results of this study are to contribute to the development of buyer decision theory and provide practical insights for individuals who want to make purchases with a focus on paying attention to factors before making a purchase.