PENGARUH SERVICE QUALITY DAN SOCIAL INTERACTION TERHADAP PURCHASE INTENTION
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Yuni Elisa Suyani, Verina Halim Secapremana (Bahasa Indonesia) Downloads:
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Abstract
The study was conducted to determine the magnitude of the interaction effect on buying interest. So that it can improve customer service and buying interest. Interactions are measured by service quality and social interaction, using customer satisfaction and customer trust as a bridge to increase purchase intention. Research respondents were 160 active customers of PT Prudential Life Assurance. The study used a qualitative approach and used the SEM method on AMOS for data processing. It was found that Service Quality had an effect on purchase intention. while Social Interaction does not fully affect Purchase Intention directly. More effort is needed to build relationships, which can be done by giving customers more time to interact and respond. So that there is trust in the internal relationships between agents and customers.
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References
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Pulga, A. A., Basso, K., Ramos, V. K., Pacheco, N. A., Ladeira, W. J., & Dalla, C. V. (2019). The Link Between Social Interactions and Trust Recovery in Customer–Business Relationships. Wiley, 18, 496–504. doi:https://doi.org/10.1002/cb.1788
Schiffman, L. G., & Wisenblit, J. (2015). Consumer Behavior (11 ed.). New Jersey : Pearson Education, Inc.
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Tjiptono, F., & Chandra, G. (2016). Service, Quality & Satisfaction (3 ed.). Yogyakarta: Andi.
Chua, A. Y. (2002). The Influence of Social Interaction on Knowledge Creation. Journal of Intellectual Capital, 3(4), 375 - 392.
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(11), 39-50.
Ghahtarani, A., Sheikhmohammady, M., & Rostami, M. (2020). The Impact of Social Capital dan Social Interaction on Customer's Purchase Intention, Considering Knowledge Sharing in Social Commerce Context. Journal of Inovation and Knowledge, 5(3), 191-199. doi:https://doi.org/10.1016/j.jik.2019.08.004
Godes, D., Mayzlin, D., Chen, Y., Das, S. R., Dellarocas, C., Pfeiffer, B., & Libai, B. (2005). Interactions, The Firm’s Management of Social. Research Gate, 16(3), 415-428. doi:DOI:10.1007/s11002-005-5902-4
Jobber, D., & Lancaster, G. (2009). Selling and Sales Management (8 ed.). Harlow, England: Pearson Education Limited. Retrieved Oktober 6, 2020
Kotler, P., Keller, K. L., Ang, S. H., Tan, C. T., & Leong, S. M. (2018). Marketing Management An Asian Perspective 7TH Edition. Country Harlow: Publisher Pearson Education Limited.
Lupiyoadi, R. (2016). Manajemen Pemasaran Jasa Teori dan Praktik. Jakarta: Salemba Empat.
Montgomery, D. C., Peck, E. A., & Geoffrey, V. G. (2021). Introduction To Lieear Regression Analysis (6 ed.). Hoboken: Wiley. Retrieved from https://books.google.co.id/books?hl=en&lr=&id=tCIgEAAAQBAJ&oi=fnd&pg=PP13&dq=linear+regression+analysis&ots=lfucRtk-Pt&sig=2YH9Bz70tK6E3R43FnShqC5K2CM&redir_esc=y#v=onepage&q=linear%20regression%20analysis&f=false
Panigrahi, S. K., Azizan, N. A., & Khan, M. W. (2018). Investigating the Empirical Relationship Between Service Quality, Trust, Satisfaction, and Intention of Customers Purchasing Life Insurance Products. Indian Journal of Marketing, 48(1), 28-46. doi:DOI: 10.17010/ijom/2018/v48/i1/120734
Pulga, A. A., Basso, K., Ramos, V. K., Pacheco, N. A., Ladeira, W. J., & Dalla, C. V. (2019). The Link Between Social Interactions and Trust Recovery in Customer–Business Relationships. Wiley, 18, 496–504. doi:https://doi.org/10.1002/cb.1788
Schiffman, L. G., & Wisenblit, J. (2015). Consumer Behavior (11 ed.). New Jersey : Pearson Education, Inc.
Sharmaa, S., Soumen, M., Kumarc, A., & Dillond, W. R. (2005). A Simulation Study to Investigate The Use of Cutoff Values for Assessing Model Fit in Covariance Structure Models. Journal of Business Reseach, 58, 935-943. doi:10.1016/j.jbusres.2003.10.007
Tjiptono, F., & Chandra, G. (2016). Service, Quality & Satisfaction (3 ed.). Yogyakarta: Andi.
Published
2022-02-23
How to Cite
Suyani, Y. E., & Secapremana, V. H. (2022). PENGARUH SERVICE QUALITY DAN SOCIAL INTERACTION TERHADAP PURCHASE INTENTION. Ekonomi Dan Bisnis: Berkala Publikasi Gagasan Konseptual, Hasil Penelitian, Kajian, Dan Terapan Teori, 25(2), 40-48. https://doi.org/10.24123/jeb.v25i2.4892
Section
Articles
