The Consumer Dilemma Resolved!: The Significance of Purchase Choices in Succeeding in the Wedding Organizer Services Competition

Elfara Rafida Zahra; Ulfah Intan Fauzi; Martin Salim

doi:10.59535/ijms.v3i2.625

Authors

Elfara Rafida Zahra Fakultas Ekonomi dan Bisnis, Universitas Ciputra Surabaya, Indonesia
Ulfah Intan Fauzi Sekolah Tinggi Ekonomi Islam Hamfara Yogyakarta, Indonesia
Martin Salim Management of Technology Program, Simon Fraser University, Columbia

DOI:

https://doi.org/10.59535/ijms.v3i2.625

Keywords:

Service Quality, Price, Customer Satisfaction, Purchasing Decisions

Abstract

This study aims to determine the effect of service quality and price on customer satisfaction mediated by purchasing decisions for wedding organizer services. This study uses a quantitative approach with a random sampling method. Data collection techniques in this study, use questionnaire techniques, and the measurement scale used is the Likert scale. The population and sample in this study were consumers who had used wedding organizer services totaling 100 respondents. The results showed that service quality and price, as well as purchasing decisions affect customer satisfaction, service quality, and price affect purchasing decisions, service quality and price affect customer satisfaction through purchasing decisions as mediation. Based on the results of the hypothesis, the value of service quality on customer satisfaction is greater than the hypothesis of service quality on customer satisfaction through mediation of purchasing decisions, this indicates a partial mediating effect. Price has a positive and significant effect on customer satisfaction through the mediation of purchasing decisions, based on the results of the price hypothesis, the value on customer satisfaction is greater than the price hypothesis on customer satisfaction through the mediation of purchasing decisions, this indicates a partial mediating effect. This research is interesting because of the different approach, considering the price aspect according to the client's needs and budget rather than a fixed package. In addition, this research shows that staff should empathize with clients, which has been lacking.

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