The Influence of Service Quality and Brand Image on Mixue
Purchase Decisions in Yogyakarta
Yoman Zending
Nabutaek1*, Hartini
Prasetyo Wulandari2
1*,2Isti Ekatana Upaweda College of Economics, Yogyakarta, Indonesia
Email: 1[email protected], 2*[email protected]
|
Keywords: |
ABSTRACT |
|
Service Quality, Brand Image, Purchasing Decisions |
In this study, it was found that service quality and brand image both
exert a positive and significant influence on the purchasing decisions of
Mixue products in Yogyakarta. Furthermore, when analyzed together, service
quality and brand image collectively hold a significant sway over Mixue
purchasing decisions within the city. The research results align with prior
studies in the field, emphasizing the importance of service quality as a
dynamic factor that can meet or exceed customer expectations. Moreover, brand
image plays a crucial role in consumer decision-making, as it reflects the
associations and perceptions consumers have about a particular brand. The
consistency of these findings across various studies underscores their
relevance and applicability in real-world marketing scenarios. These insights
are valuable for businesses, especially those in the culinary industry, as
they highlight the significance of offering high-quality service and building
a strong brand image to attract and retain customers. Understanding the
interplay between service quality, brand image, and purchasing decisions can
aid businesses in developing effective marketing strategies to thrive in a
competitive marketplace. In conclusion, this research contributes to the body
of knowledge in marketing management and provides practical guidance for
businesses aiming to navigate the ever-changing landscape of consumer
behavior. By adapting to these insights, companies can position themselves
strategically to succeed in the market and win the competition. |
INTRODUCTION
During the industrial
revolution and disruption, business people had to adapt to changes and
developments in the times that became more advanced and dynamic from time to
time (Ghosh et al., 2022). Business
people are required to always learn and understand the changing needs of
consumers. Business people are also required to be able to understand changes
in consumer behavior that change as they occur. The massive development of the
internet and technology has made everything limitless and limitless, this has
become the backbone of the movement and connectivity of machines and humans.
The current development of the culinary
business has an opportunity to achieve maximum profits, supported by changes in
human lifestyle which causes human needs to change, especially in terms of
eating and drinking. Ice cream is a culinary dish that has a variety of flavors
and is loved by many people throughout the world. The soft texture and sweet taste
make ice cream a dessert. In the business world, ice cream is a business idea
with intense competition. More and more companies in the world are competing in
selling ice cream. Competition in the business world is not something scary.
However, to survive business competition, companies must make efforts to lead
the market. Therefore, every company really needs an appropriate marketing
strategy.
One of the many marketing strategies is
branding. A brand is the identity of a company that differentiates the company's
products from competitors' products through a combination of logos, symbols,
names, emblems and other elements. Choosing a name for a brand generally uses a
name that is unique, short, easy to pronounce and easy to hear so that the
brand is easier for consumers to remember. Consumers' ability to recognize and
remember a brand is called Brand Awareness. Generally, consumers decide to buy
a product from a known brand, so increasing brand awareness is important for
companies so that the brand is known to more people. Schiffman and Kanuk stated
that consumers tend to trust products with brands they like or are well known.
Therefore, branding alone is not enough to win market competition, companies
need to develop brands by giving a positive impression to consumers. A good
image will influence consumer preferences and decisions, and can even form
customer loyalty so that the company's business grows and develops. The
consumer's view of a brand is what is called Brand Image.
Recently, Indonesia has been shocked by
the Mixue Ice Cream and Tea brand. Mixue is a franchise company that offers
soft serve ice cream products and tea drinks. This ice cream brand from China
was founded in 1997 by Zhang Hongchao, to date Mixue has more than 21,000
outlets throughout the world, and there are more than 300 branches in
Indonesia. Mixue has a taste that really suits the taste buds of Indonesians
who love sweet and economical food. Quality taste at a relatively cheap price
makes Mixue more visited by customers than its competitors.
Understanding consumer
behavior is very important for business people to create the right strategy to
win the competition. Business people must be able to provide good quality service that is superior to
their competitors. Service quality is a form of consumer assessment of the
level of service received and the expected level of service (Tjiptono, 2017).
Service quality can be used as a measure of how well the level of service
provided meets customer expectations.
Apart from good service quality that is superior to competitors,
business people must also build a strong brand image in the minds of consumers.
Brand image plays a big role in convincing consumers that the brand or business
is trustworthy. Brand image is an association that is active in
memory when someone thinks about a particular brand (Shimp, 2010). Brand image can be interpreted as a
perception about a brand that is reflected by brand associations held in
consumer memory. Brand image is
a set of brand associations formed in the minds of consumers. Consumers who are
accustomed to using a certain brand tend to have consistency with that brand.
Brand image consists of consumers' knowledge and beliefs about the
brand. Consumers who have a positive perception of a brand mean that the brand
has a strong message compared to competing brand messages. If a brand is
perceived well by consumers, consumers will be more confident in purchasing
products/services from that brand.
This research aims to analyze and explain the influence of service
quality on decisions purchasing
Mixue in Yogyakarta, as well as to
examine the influence of brand image on Mixue purchasing
decisions in that city. Apart from that, this research also aims to investigate
the joint impact of service quality and brand image on purchasing decisions for
Mixue products in Yogyakarta.
This research is
expected to
be a source of information that can provide guidance or recommendations for the
development of knowledge in the field of marketing management, especially for
business people in understanding the very trend of changing consumer
behavior. So it is hoped that understanding changes in consumer behavior
will enable business people to create marketing strategies that are right on
target to win the competition.
RESEARCH
METHODS
A. Research Objects and Subjects
1.
Population
Population is the entire group of people, events, or
things of interest that want to be investigated (Sekaran
and Bougie, 2010). So it can be concluded that population is what
researchers will research by conducting studies and studying so that
conclusions can be drawn. Based on the explanation above, the population in
this study is Mixue consumers in Yogyakarta.
2. Sample
The sample is a
portion or representative of the number and characteristics of the population
being studied. Determining the number of samples to be processed from a large
population requires appropriate sampling techniques (Sekaran and Bougie, 2010). A good sample
size in research is more than 30 and less than 500 or 5 to 10 times the number
of indicator variables used
The minimum number
of samples required in this research is 100 samples which are determined based
on the number of research
indicators, namely 12 indicators with the following calculation:
(13 x 7 =91). So the sample size was rounded up to 100
respondents.
The sampling
technique in this research uses purposive
sampling, where sample selection is based on certain characteristics that
are considered to be related to previously known population characteristics
(Sekaran and Bougie, 2010). Sampling aims to obtain information from specific
groups. In this sampling, it is limited to
certain respondents who can provide the information needed by the researcher.
The criteria for respondents in this research are mixue consumers in Yogyakarta
in the last 1 year.
C.
Operational Definition of Research Variables
In this research the independent variables (X) are service
quality and brand image, while
the dependent variable (Y) is purchasing decisions
Table 1
Research
variable
|
Research variable |
Operational definition |
Indicator |
|
Service Quality (X1) |
Service quality is a form of consumer assessment of the level of
service received and the expected level of service (Tjiptono, 2017). |
1.
Reliability
(reliability)
2.
Responsiveness
_
3.
Guarantee
(assurance)
4.
Empathy
(empathy)
5.
Tangibles
_
(hikmawati, 2022) |
|
Brand Image (X2) |
Brand image is an
association that is active in memory when someone thinks about a particular
brand (Shimp, 2010). |
1.
Widely
known
2.
Good
reputation
3.
Easy
to recognize
4.
Familiar
(maslakhah, 2017) |
|
Purchase Decision
(Y) |
Purchasing decisions
are the actions of consumers whether they want to buy or not a product (Kotler and Keller, 2012). |
1.
Quickly decide 2. Own desire 3.
According to the needs 4.
Confidence in purchasing Wiratama (2014) |
D.
Measurement Scale
Likert scale
was used to measure each question given
to respondents. Then the respondent will choose one of the
available answer choices, each answer is given a certain score. This total
score is interpreted as the respondent's position on the Likert scale (Sekaran and Bougie, 2010).
The measurement
criteria are as follows:
1. Strongly Disagree (STS) is given a score of 1
2. Disagree (TS) is given a score of 2
3. Disagree (KS) was given a score of 3
4. Agree (S) is given a score of 4
5. Strongly Agree (SS) was given a score of 5
E.
Instrument Quality
Test
1. Validity test
According to Ghozali (2016), a validity test is a test that shows the
extent to which the measuring instrument we
use is able to measure what we want to measure. In
this research, the validity test is used to determine the level of validity of
the questionnaire. Whether an instrument is valid or not can be determined by
comparing the product moment person correlation index using SPSS for Windows
software with a significance level of 5%.
The calculation criteria are as follows:
a.
If the significance of the correlation results
is ≤ 0.05 (5%), then the questionnaire is declared valid.
b.
If the significance of the correlation results
is ≥ 0.05 (5%) then the questionnaire is declared invalid.
2. Reliability Test
In this research, reliability
testing is used to measure the reliability or reliability of a questionnaire.
Reliability testing is a test that shows the extent of stability and
consistency of the measurement tools we use, so that it provides relatively
consistent results if the measurements are repeated (Ghozali, 2016). The reliability test uses SPSS for
Windows software and is measured using the Cronbach Alpha value (Ghozali,
2016).
Criteria are as
follows:
a.
If the Cronbach Alpha value is ≥ 0.6 (60%), then the questionnaire is
reliable.
b.
If the Cronbach Alpha value is ≤ 0.6 (60%), then the questionnaire is not
reliable.
F.
Data Analysis and
Hypothesis Testing Techniques
1.
Data analysis
Multiple regression analysis is used to analyze the
influence of two or more independent
variables (X) on the dependent
variable (Y) (Ghozali, 2016). Multiple regression analysis is used to test
whether there is an influence of the independent variable on the dependent
variable. In this research, hypothesis testing uses multiple regression
analysis techniques using SPSS for Windows software.
The multiple regression
equation is as follows:
Y= a + b1X1 + b2X2 + e
Information:
Y ���� = Purchase Decision
X1 �� = Service Quality
X2 �� = Brand Image
b1 �� = Regression coefficient for the Service Quality variable
b2 �� = Regression coefficient for the Brand Image variable
a ���� = Constant
e ���� = error
2.
Testing (t Statistical test)
The t statistical test basically shows how far the
influence of the explanatory or independent variable is partially (individually) in explaining variations in the dependent
variable. The level of significance of each variable can be determined by
looking at the p value in the t test. If the p value < α (0.05) it
means that each independent variable has a significant effect on the dependent
variable (Ghozali, 2016).
Test criteria are as follows:
a.
It is significant if the p value ≤
α (0.05), meaning there is a partial influence between the independent
variable and the dependent variable.
b.
It is not significant if the p value ≥
α (0.05), meaning there is no partial influence between the independent
variable and the dependent variable.
3.
Testing (F Statistics test)
The F statistical test basically shows how far the
influence of the explanatory or independent variables simultaneously (together)
is in explaining variations in the dependent variable. The level of
significance of each variable can be determined by looking at the p value in
the t test. if the p value < α (0.05) it means that each independent
variable has a significant effect on the dependent variable (Ghozali, 2016).
Test criteria are as follows:
a.
It is significant if the p value ≤
α (0.05), meaning there is a partial influence between the independent
variable and the dependent variable.
b.
It is not significant if the p value ≥
α (0.05), meaning there is no partial influence between the independent
variable and the dependent variable.
4.
Coefficient of Determination (R 2 )
The coefficient of determination (R2) is used
to measure how far the model is able to explain variations in the dependent
variable. The coefficient of determination value is between zero and one
(Ghozali, 2016).
Test criteria are as follows:
a.
R2 value means the
ability of the independent variables to explain variable variations very limited dependencies.
b.
An R 2 value that is close to one
means the variables are independent provides
almost all the information needed to predict variations in the dependent
variable.
RESULTS
A.
Description of
Respondent Profile
Explanations
regarding the profile of respondents in this study are explained in the table
below which includes: gender, age, occupation and income.
1.
Respondents Based on Gender
Table 2
Respondents
Based on Gender
|
Gender |
Number of Respondents |
Percentage |
|
Man |
44 |
44% |
|
Woman |
56 |
56% |
|
Total |
100 |
100% |
Source: Primary data
processed in 2023
Based on the
table above, respondents based on gender are: 44 male respondents and 56 female
respondents.
2.
Respondents Based on Age
Table 3
Respondents
Based on Age
|
Age |
Number
of respondents |
Percentage |
|
<18 YEARS |
1 |
1% |
|
18-28 YEARS |
82 |
82% |
|
29-39 |
13 |
13% |
|
>39 YEARS |
4 |
4% |
|
Total |
100 |
100% |
Source:
Primary data processed in 2023
Based on the
table above, respondents based on age are: 1 respondent aged <18 years, 82
respondents aged 18 - 28 years, 13 respondents aged 29 - 39 years, 4
respondents >39 years old.
3.
Respondents Based on Occupation
Table 4
Respondents
Based on Occupation
|
Work |
Number
of Respondents |
Percentage |
|
Civil
servants (PNS) |
10 |
10% |
|
Private
employees |
13 |
13% |
|
Student |
69 |
69% |
|
Other |
8 |
8% |
|
Total |
100 |
100% |
Source: Primary data
processed in 2023
Based on the table above, respondents based on occupation are: Civil Servants (PNS) with
10 respondents, Private Employees with 13 respondents, Students with 69
respondents, and others with 8 respondents.
4.
Respondents Based on Income
Table 5
Response Based
on Income
|
Income |
Number of respondents |
Percentage |
|
<
1,000,000 |
55 |
55% |
|
1,000,000 �
3,000,000 |
24 |
24% |
|
3,100,000 �
5,000,000 |
15 |
15% |
|
>
5,000,000 |
6 |
6% |
|
Total |
100 |
100% |
Source: Primary data
processed in 2023
Based on the
table above, respondents based on income are: Respondents with income < IDR
1,000,000 as many as 55 respondents, IDR 1,000,000 � 3,000,000 as many as 24
respondents, IDR 3,100,000 � 5,000,000 as many as 15 respondents, and IDR >
5,00,000 as many 6 Respondents.
B.
Validity Test
Results
The validity
test is used to see whether the question items in the research are valid or
not. If the significance value is ≤ 0.05 then the question item can be
said to be valid (Ghozali, 2016).
Table 6
Service
Quality Validity Test Results (X1)
|
Question
items |
Correlation
Value |
Sig value. |
Information |
|
1. |
,842** |
,000 |
Valid |
|
2. |
,883** |
,000 |
Valid |
|
3. |
,891** |
,000 |
Valid |
|
4. |
,773** |
,000 |
Valid |
|
5. |
,825** |
,000 |
Valid |
|
6. |
,890** |
,000 |
Valid |
Source: Primary data
processed in 2023
The validity test results
show that all question items from the Service Quality variable (X1) are valid,
this can be seen from the significance value ≤ 0.05, which means all
question items are valid.
Table 7
Brand Image
Validity Test Results (X2)
|
Question
Items |
Correlation
Value |
Sig
value. |
Information |
|
1. |
,713 ** |
,000 |
Valid |
|
2. |
,910** |
,000 |
Valid |
|
3. |
,800 ** |
,000 |
Valid |
|
4. |
,894** |
,000 |
Valid |
|
5. |
,913** |
,000 |
Valid |
|
6. |
.911** |
,000 |
Valid |
|
7. |
,909 ** |
,000 |
Valid |
|
8. |
,844 ** |
,000 |
Valid |
Source: Primary data
collected in 2023
Shows that all question items
from the brand image variable (X2) are valid, this can be seen from the
significance value ≤ 0.05, which means all question items are valid.
Table 8
Purchasing
Decision Validity Test Results (Y)
|
Question Items |
Correlation Value |
Sig value. |
Information |
|
1. |
,816** |
,000 |
Valid |
|
2. |
,696** |
,000 |
Valid |
|
3. |
.803** |
,000 |
Valid |
|
4. |
,847** |
,000 |
Valid |
|
5. |
,742** |
,000 |
Valid |
|
6. |
,766** |
,000 |
Valid |
|
7. |
,750** |
,000 |
Valid |
Source: Primary data processed in 2023
Shows that all
question items from the purchasing decision variable (Y) are valid, this can be
seen from the significance value ≤ 0.05, which means all question items
are valid.
C.
Reliability
Test Results
Reliability
tests are used to see the consistency of the measuring instruments used in research.
If the Cronbach's Alpha value is ≥ 0.60 then the question item can be
said to be reliable (Ghozali, 2016).
Table 9
Reliability
Test Results
|
Research variable |
Cronbach's Alpha |
Information |
|
Service
quality (X1) |
,925 |
Reliable |
|
Brand
image (X2) |
,951 |
Reliable |
|
Purchase
decision (Y) |
,889 |
Reliable |
Source: Primary data
processed in 2023
Shows
that all research variables are reliable, this can be seen from the Cronbach's
Alpha value ≥ 0.60. So it can be concluded that all research variables
are reliable.
D.
Results of
Multiple Regression Analysis
Multiple
regression analysis was used to determine the influence of the variables in the
research (Ghozali, 2016).
Table 10
Multiple
Linear Regression Test Results
|
Model |
Unstandardized Coefficients |
Standardized Coefficients |
Q |
Sig. |
||
|
B |
Std. Error |
Beta |
|
|
||
|
1 |
(Constant) |
7,093 |
1,609 |
|
4,408 |
,000 |
|
Service Quality (X1) |
,407 |
.118 |
,353 |
3,441 |
,001 |
|
|
Brand Image (X2) |
,348 |
,348 |
,508 |
4,954 |
,000 |
|
|
a. Dependent Variable: Purchase Decision (Y) |
||||||
Source:
Primary data processed in 2023
From
the table above, the results of the regression equation in this research model
are as follows:
Y=7.093+0.407X1+0.348X2
Based
on these results, the regression equation is as follows:
1.
The coefficient for the Service Quality
variable (X1) is 0.407. A positive value for the Service Quality variable
indicates that this variable has an influence on the purchasing decision
variable. So it can be concluded that service quality has a positive influence
on Mixue purchasing decisions in Yogyakarta.
2.
The coefficient of the brand image variable
(X2) is 0.348. A positive value for the brand image variable indicates that
this variable has an influence on the purchasing decision variable. So it can
be concluded that brand image has a positive influence on Mixue purchasing
decisions in Yogyakarta.
E. Partial Test
Results (t Test)
The
partial test (t test) is used to determine the effect of each variable in the
research. If the significance value is ≤ 0.05 then there is a partially
significant influence (Ghozali, 2016)
Table 11
Partial Test
Results (t Test)
|
Model |
Unstandardized Coefficients |
Standardized Coefficients |
Q |
Sig. |
||
|
B |
Std. Error |
Beta |
|
|
||
|
1 |
(Constant) |
7,093 |
1,609 |
|
4,408 |
,000 |
|
Service Quality (X1) |
,407 |
.118 |
,353 |
3,441 |
,001 |
|
|
Brand Image (X2) |
,348 |
,348 |
,508 |
4,954 |
,000 |
|
|
a. Dependent Variable:
Purchase Decision (Y) |
||||||
Source: Primary data
processed in 2023
It
can be seen that the influence between variables in the research is as follows:
1.
Influence of Service Quality (X1) on
purchasing decisions (Y)
Based on the
results of hypothesis testing, it can be seen that Service Quality (X1) has a
significant effect on purchasing decisions (Y). This can be seen from the
significance value, namely 0.001, the significance value is ≤ 0.05.
2.
Influence of brand image (X2) on purchasing
decisions (Y)
Based on the
results of hypothesis testing, it can be seen that brand image (X2) has a
significant effect on purchasing decisions (Y). This can be seen from the
significance value, namely 0.000, the significance value is ≤ 0.05.
F. Simultaneous
Test Results (F Test)
Simultaneous
test (F test) is used to determine the effect of each variable in the research.
If the significance value is ≤ 0.05 then there is a significant effect
simultaneously (Ghozali, 2016).
Table 12
Simultaneous
Test Results (F Test)
|
Model |
Sum of
Squares |
df |
Mean Square |
F |
Sig. |
|
|
1 |
Regression |
655,569 |
2 |
327,785 |
102,523 |
,000b |
|
Residual |
310.125 |
97 |
3,197 |
|
|
|
|
Total |
965,695 |
99 |
|
|
|
|
|
a.
Dependent Variable: Purchase Decision (Y) |
||||||
|
b.
Predictors: (Constant), Brand Image (X2), Service Quality (X1) |
||||||
It can be seen that the influence between variables in the research is as follows:
1. The influence of service quality (x1) and brand image (x2) on purchasing
decisions (y)
2. Based on the results of hypothesis testing, it can be seen that service
quality (x1) and brand image (x2) simultaneously have a significant influence
on purchasing decisions (y). This can be seen from the significance value,
namely 0.000, the significance value is ≤ 0.05.
G.
Coefficient of
Determination Test Results
The coefficient of determination test is used to
find out how much influence the model has in the research (Ghozali, 2016).
Table 13
Coefficient of
Determination Test Results
|
Model |
R |
R Square |
Adjusted R
Square |
Std. Error
of the Estimate |
|
1 |
.824a |
,679 |
,672 |
1.78806 |
Source: Primary data processed in 2023.
It can be seen that the R Square value is 0.672.
Meanwhile, the remaining 67.2% is explained by other variables outside the variations in this research
variable.
H.
Discussion
1. Influence of Service Quality (X1) on Purchasing
Decisions (Y)
Service quality is a form of consumer assessment of the level of
service received and the expected level of service (Tjiptono, 2017). Service
quality can be used as a measure of how well the level of service provided
meets customer expectations. Service quality is a dynamic condition related to
products, services, people, processes and environments that meet or exceed
expectations. Quality of service, its measurement is not only determined by the
party serving but is more determined by the party being served, because they
are the ones who enjoy the service so they can measure the quality of service
based on their expectations in meeting their satisfaction.
There is
research conducted by Pahlawan & Gunadi (2023) entitled the influence of
service quality and promotions on purchasing decisions for customers of KSP
Artha Putra Mandiri, Bekasi. The results of this research show that service
quality has a positive and significant influence on purchasing decisions.
Apart from
that, based on the results of research by Welsa, et al (2023) entitled the
influence of social media marketing and service quality on purchasing decisions
through consumer buying interest as an intervening
variable. The results of this research show that service quality has a positive
and significant influence on purchasing decisions.
2. Influence and Brand Image (X2) on Purchasing
Decisions (Y)
Brand image is an association that is active in memory when someone
thinks about a particular brand
(Shimp, 2010). Brand image can be interpreted as a perception about a brand
that is reflected by brand associations held in consumer memory. Brand image
according to Rangkuti (2009) is a set of brand associations that are formed in
the minds of consumers. Consumers who are accustomed to using a certain brand
tend to have consistency with that brand.
Based on the results of previous research conducted by Mappadeceng, et
al (2022) with the title The Influence of Brand Image on Purchasing Decisions
of PT Arthess Brand Bottled Drinking Water. Lingga Harapan Jambi. The results
of this research show that brand image has a positive and significant influence
on consumer purchasing decisions.
There is research conducted by Ghadani, et al (2022) entitled the
influence of brand ambassadors and brand image on purchasing decisions at
Shopee mediated by brand awareness. The results of this research show that
brand image has a positive and significant influence on consumer purchasing
decisions.
Apart from that, based on the research results of Sari, et al. (2022)
with the title The Influence of Brand Image on Consumer Purchasing Decisions.
The results of this research show that brand image has a positive and significant influence on consumer
purchasing decisions.
3. The Influence of Service Quality (X1) and Brand
Image (X2) on Purchasing Decisions (Y)
Service quality is a form of consumer assessment of the level of
service received and the expected level of service (Tjiptono, 2017). Service
quality can be used as a measure of how well the level of service provided
meets customer expectations. Service quality is a dynamic condition related to
products, services, people, processes and environments that meet or exceed
expectations.
Brand image is an association that is active in memory when someone
thinks about a particular brand (Shimp, 2010). Brand image can be interpreted
as a perception about a brand that is reflected by brand associations held in
consumer memory. Brand image according to Rangkuti (2009) is a set of brand
associations that are formed in the minds of consumers. Consumers who are
accustomed to using a certain brand tend to have consistency with that brand.
Based on the results of previous research conducted by Gultom &
Sari (2023) with the title analysis of the influence of product quality, price,
and brand image and service quality on purchasing decisions for Yamaha
Motorbikes. The results of this research show that brand image and service
quality have a positive and significant influence on consumer purchasing
decisions.
There is research conducted by Sari, et al (2023) entitled the impact
of brand image and service quality on purchasing decisions. The results of this
research show that brand image and service quality have a positive and
significant influence on purchasing decisions.
Apart from that, based on the research results of Pujiani &
Trisnowati (2023) entitled analysis of the influence of service quality,
product, price and brand image on purchasing decisions on the Lazada
marketplace in Karanganyar. The results of this research show that service
quality and brand image have a positive and significant
influence on purchasing decisions.
The conclusion of this research is that
service quality and brand image have a positive and significant influence on
purchasing decisions for Mixue products in Yogyakarta. In addition, together,
service quality and brand image also have a significant influence on Mixue
purchasing decisions in the city.
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