The Influence of Service Quality, Brand Awareness, and Customer Trust on Purchasing Decisions for Export Services at Sarjak Container Lines Jakarta
DOI:
https://doi.org/10.38035/gmbr.v2i2.779Keywords:
Brand Awareness, Customer Trust, Purchase Decision, Service Quality, PLS-SEMAbstract
This study aims to analyze the influence of service quality, brand awareness, and customer trust on the decision to select export services at Sarjak Container Lines Jakarta. A quantitative approach was employed. A saturated sampling technique (census) was used, resulting in a sample size of 75 respondents. Data were collected via questionnaires using a Likert scale. Data analysis was conducted using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method. The results indicate that service quality does not influence the decision to purchase export services. Meanwhile, brand awareness does influence the decision to purchase export services. Customer trust also influences the decision to purchase export services. The R-Square value of 0.718 indicates that service quality, brand awareness, and customer trust explain 71.8% of the variation in the decision to purchase export services, while the remaining 28.2% is influenced by factors outside the research model. Based on the findings, it can be concluded that customer trust is the variable exerting the greatest influence on the decision to purchase export services, followed by brand awareness, whereas service quality has no influence on the decision to purchase export services at Sarjak Container Lines.
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