The Role of Brand Image and Service in the Sustainability of Service Purchasing Decisions at PT. LESKATMELIN Bandung

Abstract

This study aims to test the hypothesis of the influence of brand image and service quality on service purchasing decisions at the electricity engineering competency certification agency PT LESKATMELIN Bandung City. The research method used is quantitative with a descriptive analysis approach. Data was collected through interviews and filling out questionnaires to service user customers at PT LESKATMELIN Bandung City. The results showed that partially brand image has a positive and significant influence on purchasing decisions and service quality has a positive and significant influence on purchasing decisions. The results of the study simultaneously show that brand image and service quality together have a positive and significant influence on service purchasing decisions at the electricity engineering competency certification agency PT. LESKATMELIN Bandung City. This research has a contribution to the company as well as knowledge in the field of management, especially marketing and can be used as further reference material in this field.