PENGARUH KUALITAS PELAYANAN DAN HARGA SERVIS TERHADAP KEPUTUSAN PEMBELIAN MELALUI KEPERCAYAAN KONSUMEN SEBAGAI VARIABEL INTERVENING PADA SERVIS HANDPHONE ATAU SMARTPHONE BY PONSEL KOTA PADANG

Abstrak

This research aims to test how big is the "Influence of Service Quality and Service Price on Purchasing Decisions through Consumer Trust as an Intervening Variable in Mobile or Smartphone Services by Mobile Phones in the City of Padang". The data collection method is through surveys and distributing questionnaires, with a sample of 100 consumer respondents or customers at the Padang City Mobile Phone or Smartphone By Mobile Service. The analytical method used is the structural equation model using smartpls. There is a significant influence of service quality on consumer trust. There is a significant influence of price on consumer confidence. There is a significant influence of service quality on purchasing decisions. There is an insignificant influence of price on purchasing decisions. There is a significant influence of consumer trust on purchasing decisions. There is a significant influence of service quality on purchasing decisions through consumer trust. There is a significant influence of price on purchasing decisions through consumer trust.