PENGARUH KUALITAS LAYANAN TERHADAP PERILAKU PEMBELIAN MELALUI IMAGE KONSUMEN (STUDI EMPIRIS PADA SANGGAR SENAM SAGGA DI KOTA MALANG)
ABSTRACT: At global
competition era, every marketer must be has innovations and creativities to
interest their segmentation. The innovations and creativities are not only
related to some goods and services, but also related with service quality which
has given to customers. SAGGA Gymnasium is one of service business that’s giving
the gymnastic services to comply the customer needs. The primary key to get
their success is service quality. The general purpose in this research is to
know some factors that impact consumer to choose SAGGA Gymnasium. That’s while,
the specific purposes in this research are to know: (1) service quality
condition (2) customer behavior condition (3) customer image condition and (4)
impact of service quality on customer behavior which have mediated by consumer
image. The samples in this research are 155 consumers of SAGGA Gymnasium at
June up to July 2009. Sampling technique that used in this research is
purposive sampling and instrument that used to gather the data is questioner.
The results of this research are the service quality in SAGGA Gymnasium is good
enough; consumer bought services in SAGGA Gymnasium to comply their needs on
health; consumers’ image in SAGGA Gymnasium is good enough; and service quality
impacted positive and significant on consumers’ behavior through consumers’
image.
Keywords: Service quality,
consumers’ behavior, consumers’ image
Penulis: Sudarmiatin
Kode Jurnal: jpmanajemendd090061
Pesan jurnal yang anda butuhkan disini.... >>> KLIK DISINI <<<
