The Effect of Service Quality, Reputation, and Perceived Price on Purchase Decisions with Customer Satisfaction as an Intervening Variable (Study on Parents of Students at Ciputra School Surabaya)

Abstract

This study examines the impact of Service Quality, Reputation, and Perceived Price on purchase decisions and customer satisfaction among parents of Ciputra School Surabaya students. Path analysis using PLS software revealed a positive and statistically significant effect on purchase decisions. Service Quality and Reputation significantly influence customer satisfaction, while Perceived Price has no effect. Customer Satisfaction mediates the impact of Service Quality on purchase decisions, but cannot judge Reputation and Perceived Price's effects. The findings suggest that management should implement strategies to ensure Ciputra School's future viability and growth.