The Effect of Service Quality on Corporate Reputation and ServicePurchase Decisions at Fun Creative Organizer in Pekanbaru City
DOI:
https://doi.org/10.58812/wsbm.v3i04.2368Keywords:
Service Quality Corporate, Reputation Purchase Decision, Event OrganizerAbstract
This study aims to determine the effect of service quality on corporate
reputation and service purchase decisions at Fun Creative Organizer
in Pekanbaru City. The population in this study consists of all clients
who have used the services of Fun Creative Organizer within the past
year. The research utilized a proportional stratified random sampling
method with a total of 100 respondents, including 70 individual
clients and 30 institutional or organizational clients. The data were
analyzed using the Structural Equation Modelling–Partial Least
Squares (SEM-PLS) technique with SmartPLS version 4.1.1.4. The
results reveal that service quality has a positive and significant effect
on both corporate reputation and purchase decisions. Furthermore,
corporate reputation significantly mediates the relationship between
service quality and purchase decisions. These findings emphasize the
importance of maintaining superior service quality to strengthen
reputation and enhance client purchase decisions in the competitive
event management industry
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