ARYADI, Gandy Putra (2021) The Influence of Brand Image, Service Quality, and Perceived Value on Overall Customer Satisfaction. Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

This research is an empirical study on UNSOED Press. The study took The title: "The Analysis Of Intention To Buy: An Extended Theory Of Planned Behavior". The purpose of this research is to know and find empirical evidence of the influence of Brand Awareness, Price, Attitude, Subjective Norm, Perceived Behavioral Control of Purchase Intention The population in this study were students in Universitas Jenderal Soedirman. The samples in this study were 211 person. Sample determination using the Convenience sampling method. The analysis tool used is multiple regression. Based on the results of the research and analysis of data shows that:(1) Brand Awareness has no effect on Purchase Intention. (2) Price has a positive effect on Purchase Intention. (3) Attitude has a positive effect on Purchase Intention. 4 Subjective Norm has no effect on Purchase Intention. 5 Perceived Behavioral control has a positive effect on Purchase Intention. The implication of the conclusion above is, Spotify company to further increase the perceived value of premium music streaming services in the eyes of users is by identifying the main attributes and benefits that consumers are looking for or conducting periodic surveys regarding the advantages and disadvantages of these services. As well as making comparisons with competitors in the same field by paying attention to the things that the competitors' customer service likes to be adapted and developed by the company. Keywords: Brand Image, Service Quality, Perceived Value, Customer Satisfaction

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