EFFECT OF SERVICE QUALITY TO PURCHASING DECISION THROUGH BRAND TRUST AND BRAND IMAGE (Study in Gracia Skin Clinic at Semarang City)

This study was conducted to determine how service quality influenced consumer’s purchasing decisions, through brand image and brand trust on Gracia Skin Clinic Semarang.The result then used to take the company's policy in the future so that it can continue to survive in the increasingly fierce competition. The research data was collected from 100 customers Gracia Skin Clinic Semarang. This study used nonr probability techniques. The data in this study using Structural Equation Model in AMOS program after the previous validity test, realiability test and Confirmatory Factor Analysis testaims to find out whether the research model is fit or need to be modified. There are five hypotheses were tested in this study, and only three accepted hypotheses. There are : brand trust has a positive effect on purchasing decision, service quality has a positive effect on purchasing decisions and service quality has a positive effect on brand trust. The most positive effect belongs to service quality on the brand trust

PENGARUH HARGA, LOKASI, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Studi kasus pada Stove Syndicate Café Semarang)

This research was conducted as a decline in sales at Stove Syndicate Cafe for several months, so we have to know what factors that influence the purchase decision . This study aims to determine the effect of price , location and product quality on purchase decision on Stove Syndicate Café Semarang and which ones have the most impact. The research data was collected from 100 consumers Stove Syndicate Café Semarang.Samplingin this study using non- probability sampling technique . The analysis used in this study is multiple regression analysis . Before multiple regression analysis also do validity and reliability testing and classical assumption testing.And after that also do the hypothesis testing and coefficient of determination Regression analysis showed variable of price, location and product quality have a positive influence to the purchase decision . The most influential variable was quality of product, followed by price and the location. The analysis result using T test showed that price , location and quality of the products individually have a significant influence on purchasing decisions This equation model had F value of 34.791 with a significance level of 0.000. The analysis result using coefficient of determination was discovering about 50.6% variable of purchasin decision can be summarized by the variant of variable price,location and product quality, whilst 49.4% summarized by other variable which unexplained in this researc