| dc.description.abstract | This research tittle “The Effect of Service Quality, Brand Image, and Price on
Purchase Decision of Proyek Iseng Mural in Surabaya City” This research is
based on the growth of creative economy sector in Indonesia. The creative
economy itself that the researcher discuss in mural sector is part of painting
art. Proyek Iseng is business that run in service field that was established in
2017 which is rooted from sub-sector of interior design and visual
communication, that is mural. The purpose of this research is to identify the
effect of service quality, brand image, and price on purchase decision of
Proyek Iseng mural with service quality variable (X1), brand image (X2), and
price (X3) on purchase decision (Y). This research is quantitative with the
population of mural service users in Surabaya City that are unknown the
number (infinite population). The sample of this research is 25 who have used
Proyek Iseng mural service using purposive sampling technique. Data
collection method of this research uses questionnaire and the technique of this
research is Chi Square by being using SPSS software. The result of this
research indicates that service quality does not affect significant on Proyek
Iseng mural purchase decision, brand image does not affect significant on
Proyek Iseng mural purchase decision, and price does not affect significant on
Proyek Iseng mural purchase decision. | en_US |
