THE INFLUENCE OF SERVICE QUALITY TOWARDS PURCHASE DECISION WITH CUSTOMER SATISFACTION, AND HEDONISTIC VIEW AS MEDIATING VARIABLE

Abstract

With the existence of the internet, it was not only used to gather information but also for entertainment. One of the things that got much public attention regarding entertainment on the internet was games, and the practice of pilot service in the online game became commonplace. EL's Merchant Pilot Service is a business entity that provides online game pilot service in cyber space, which becomes the subject of the research. This research was conducted to find the significant impact of service quality that influenced purchase decisions in EL’s Merchant with customer satisfaction and hedonistic view as mediating variables, using Smart PLS 3.0 software. The sample of respondents was 150, and they were asked to grade all the indicators using a five-point Likert scale. The results show that service quality has a significant impact on purchase decisions. The hedonistic view also mediates well between service quality and purchase decision, as well as the serial mediation of the hedonistic view and customer satisfaction that mediates service quality and purchase decision. However, customer satisfaction does not mediate the relationship between service quality and purchase decisions. Theoretically, this study combines the variables: the service quality, hedonic view, and customer satisfaction to discover which variable that significantly influences the purchase decision in an online game pilot service sector, especially in EL’ Merchant. The research confirmed that the hedonic view and customer satisfaction are serially positioned as mediation variables between service quality and purchase decision.