Nauva Marin, . (2025) ANALISIS CUSTOMER REVIEWS, HARGA, KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN DIMODERASI BRAND IMAGE PADA PT ASURANSI JASARAHARJA PUTERA. Tesis thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to analyze the influence of customer reviews, price, and service quality on purchase decisions, as well as to evaluate the moderating role of brand image at PT Asuransi Jasaraharja Putera. This research adopts a quantitative approach using a survey method and Partial Least Squares Structural Equation Modeling (PLS-SEM) technique on 400 respondents.The findings indicate that customer reviews have a positive and significant influence on purchase decisions, making them the most dominant factor. In contrast, the variables of price and service quality do not show significant influence on purchase decisions. Furthermore, brand image does not significantly moderate the relationship between customer reviews, price, or service quality and purchase decisions. The model explains 68.7% of the variation in purchase decisions, with a Q² value of 0.654 indicating good predictive relevance. These findings highlight the vital role of customer reviews in shaping trust and purchase decisions, while price, service quality, and brand image are not the main determinants in the context of this study.
| Item Type: | Thesis (Tesis) |
|---|---|
| Additional Information: | [No. Panggil : 2310121022] [Pembimbing 1 : Maria Assumpta Wikantari] [Pembimbing 2 : Yudi Nur Supriadi] [Penguji 1 : Prasetyo Hadi] [Peguji 2 : Alfatih S. Manggabarani] |
| Uncontrolled Keywords: | Customer Reviews, Price, Service Quality, Purchase Decision, Brand Image. |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HF Commerce H Social Sciences > HG Finance H Social Sciences > HJ Public Finance H Social Sciences > HM Sociology |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S2) |
| Depositing User: | NAUVA MARIN |
| Date Deposited: | 19 Aug 2025 14:06 |
| Last Modified: | 19 Aug 2025 14:06 |
| URI: | http://repository.upnvj.ac.id/id/eprint/38100 |
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