The Impact of Brand Image, Service Quality, and Reputation Performance Score on The Purchase Decision: The Role of Customer Engagement

Lalu Aswadi Jaya, Parlagutan Silitonga, Sigit Dani Nugroho, Victor T. Reyes

Abstract


Brand image and Service Quality are usually applied as the main variables on the purchase decision. This research aims to include a Reputation Performance Score to influence Purchase Decisions by Customer Engagement as a mediator variable. The analysis of 260 valid respondents was done using PLS-SEM tools Smart-PLS 3.0. The findings indicated that brand image, service quality, and RPS positively and significantly impacted customer engagement. Therefore, customer involvement, brand image, service quality, and RPS have a favourable and considerable indirect effect on purchase decisions. The role of customer engagement as a mediator variable has made a meaningful contribution to the body of knowledge and marketing practitioners in the hotel industry.

Keywords


Brand image; Service Quality; Reputation Performance ; Score (RPS) Customer; Engagement; Purchase decision;

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DOI: https://doi.org/10.31334/bijak.v21i2.4042

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