The Mediating Role of Price in Service Quality for MSME Product Purchases
The Mediating Role of Price in Service Quality for MSME Product Purchases
Author(s): Mei Indrawati, - Chamariyah, Nur Halima, - Irawan, Rusdiyanto RusdiyantoSubject(s): Business Economy / Management, Methodology and research technology, Financial Markets, Accounting - Business Administration, Socio-Economic Research
Published by: Transnational Press London
Keywords: Price; Service Quality; Buying Decision; SmartPLS; SEM; MSMEs;
Summary/Abstract: This research examines how price and service quality affect MSME product purchases and how service quality influences price in the MSME product purchasing process in Indonesia. For this study, 96 MSME clients in Indonesia chosen by simple random sampling were given online questionnaires as part of a quantitative research project that used an online survey methodology with Google Forms. A five-point Likert scale was used to create the online survey, which was shared on social media. Using data processing tools and SmartPLS version 3.0 software, data analysis is done using Structural Equation Modeling of Partial Least Squares (SEMPLS).The study's conclusions show that service quality has a substantial and positive influence and can act as a mediating factor for the indirect effect of pricing on decisions to buy (p 0.36), and an acceptable SRMR (0.087 < 0.10).
Journal: Journal of Ecohumanism
- Issue Year: 3/2024
- Issue No: 5
- Page Range: 51-68
- Page Count: 18
- Language: English
