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PENGARUH BRAND IMAGE, BRAND EQUITY, INOVASI, DAN KEPUASAN PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN LAYANAN (MS GLOW MAKASSAR)

Management Dynamics Conference 8 · Vol. 8 No. 1 (2023) · pp. 193–203

Published
2023-06-22
Publisher
FPJM
Language
en

Abstract

Abstract Intense business competition in the era of globalization demands companies to continuously innovate and monitor their competitors. Consumer purchasing decisions are crucial for the sustainability of a company. Therefore, companies must offer innovative ideas, products, and improved services to satisfy consumers. This research employed a quantitative method using SPSS 25, including descriptive statistical analysis, data quality test, classic assumption test, path analysis, and hypothesis testing. The results showed that Brand Image, Brand Equity, Innovation, and Service Satisfaction partially have a significant influence on Purchase Decisions. However, Brand Equity and Innovation did not significantly affect Service Satisfaction. Moreover, Brand Image and Brand Equity did not significantly influence Purchase Decisions through Service Satisfaction at MS Glow Makassar. These findings provide insights for companies to understand the factors influencing consumer purchasing decisions and maintain a competitive edge. Abstrak Persaingan bisnis yang sengit di era globalisasi menuntut perusahaan untuk terus berinovasi dan memantau persaingan. Keputusan pembelian konsumen menjadi faktor vital bagi keberlangsungan perusahaan. Oleh karena itu, perusahaan harus menyajikan gagasan dan produk inovatif serta meningkatkan pelayanan demi memuaskan konsumen. Penelitian ini menggunakan metode kuantitatif dengan program SPSS 25, meliputi analisis statistik deskriptif, uji kualitas data, uji asumsi klasik, analisis jalur, dan uji hipotesis. Hasil penelitian menunjukkan bahwa Brand Image, Brand Equity, Inovasi, dan Kepuasan Pelayanan secara parsial berpengaruh signifikan terhadap Keputusan Pembelian. Namun, Brand Equity dan Inovasi tidak berpengaruh signifikan terhadap Kepuasan Pelayanan. Selain itu, Brand Image dan Brand Equity tidak berpengaruh signifikan terhadap Keputusan Pembelian melalui Kepuasan Pelayanan pada MS Glow Makassar. Temuan ini memberikan wawasan bagi perusahaan dalam memahami faktor-faktor yang memengaruhi keputusan pembelian konsumen dan menjaga keunggulan kompetitif.

Keywords

Collaboration network of the authors

7 authors · 9 co-authorship links

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  • Universitas Halu Oleo
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
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Co-authorOrganisationJoint articles
AkhyarAffiliation unknown1
Dian Anggaraece Sigit ParawansaAffiliation unknown1
Muhammad ArifUniversitas Halu Oleo1
JusniAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://journal.unhas.ac.id/index.php/madic8/oai, first harvested 2 Nov 2026, last seen 2 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en">PENGARUH BRAND IMAGE, BRAND EQUITY, INOVASI, DAN KEPUASAN PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN LAYANAN (MS GLOW MAKASSAR)</dc:title>
	<dc:creator xml:lang="en">Anugrah, Fajrah </dc:creator>
	<dc:creator xml:lang="en">Ismail, Muhammad</dc:creator>
	<dc:creator xml:lang="en">Hakim, Wardhani </dc:creator>
	<dc:subject xml:lang="en">Brand Image</dc:subject>
	<dc:subject xml:lang="en">Keputusan Pembelian</dc:subject>
	<dc:subject xml:lang="en">Kepuasan Layanan</dc:subject>
	<dc:subject xml:lang="en">inovation</dc:subject>
	<dc:subject xml:lang="en">purchase decision</dc:subject>
	<dc:subject xml:lang="en">service satisfaction</dc:subject>
	<dc:subject xml:lang="en">brand equity</dc:subject>
	<dc:subject xml:lang="en">inovasi</dc:subject>
	<dc:description xml:lang="en">Abstract
Intense business competition in the era of globalization demands companies to continuously innovate and monitor their competitors. Consumer purchasing decisions are crucial for the sustainability of a company. Therefore, companies must offer innovative ideas, products, and improved services to satisfy consumers. This research employed a quantitative method using SPSS 25, including descriptive statistical analysis, data quality test, classic assumption test, path analysis, and hypothesis testing. The results showed that Brand Image, Brand Equity, Innovation, and Service Satisfaction partially have a significant influence on Purchase Decisions. However, Brand Equity and Innovation did not significantly affect Service Satisfaction. Moreover, Brand Image and Brand Equity did not significantly influence Purchase Decisions through Service Satisfaction at MS Glow Makassar. These findings provide insights for companies to understand the factors influencing consumer purchasing decisions and maintain a competitive edge.
Abstrak
Persaingan bisnis yang sengit di era globalisasi menuntut perusahaan untuk terus berinovasi dan memantau persaingan. Keputusan pembelian konsumen menjadi faktor vital bagi keberlangsungan perusahaan. Oleh karena itu, perusahaan harus menyajikan gagasan dan produk inovatif serta meningkatkan pelayanan demi memuaskan konsumen. Penelitian ini menggunakan metode kuantitatif dengan program SPSS 25, meliputi analisis statistik deskriptif, uji kualitas data, uji asumsi klasik, analisis jalur, dan uji hipotesis. Hasil penelitian menunjukkan bahwa Brand Image, Brand Equity, Inovasi, dan Kepuasan Pelayanan secara parsial berpengaruh signifikan terhadap Keputusan Pembelian. Namun, Brand Equity dan Inovasi tidak berpengaruh signifikan terhadap Kepuasan Pelayanan. Selain itu, Brand Image dan Brand Equity tidak berpengaruh signifikan terhadap Keputusan Pembelian melalui Kepuasan Pelayanan pada MS Glow Makassar. Temuan ini memberikan wawasan bagi perusahaan dalam memahami faktor-faktor yang memengaruhi keputusan pembelian konsumen dan menjaga keunggulan kompetitif.</dc:description>
	<dc:publisher xml:lang="en">FPJM</dc:publisher>
	<dc:date>2023-06-22</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.unhas.ac.id/index.php/madic8/article/view/25737</dc:identifier>
	<dc:source xml:lang="en">Management Dynamics Conference 8; Vol. 8 No. 1 (2023): MADIC ; 193-203</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://journal.unhas.ac.id/index.php/madic8/article/view/25737/10024</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2023 Management Dynamics Conference 8</dc:rights>
</oai_dc:dc>