Pengaruh Kualitas Produk Visual, Perceived Value, dan Kualitas Layanan terhadap Keputusan Pembelian pada Visual Storytelling Services
DOI:
https://doi.org/10.56724/ppop.v1i1.324Keywords:
product quality, perceived value, service quality, purchase decision, visual storytelling, creative industryAbstract
This study aims to analyze the effect of product quality, perceived value, and service quality on purchase decisions in visual storytelling services, with Temu Moment as a case study of visual-based creative services in Indonesia. The research is motivated by the rapid growth of the creative economy and the increasing demand for visual documentation that is not only aesthetic, but also emotionally meaningful. A quantitative, explanatory survey design was employed. The population consisted of 500 Temu Moment clients, and a sample of 60 respondents was selected using purposive sampling. Data were collected through a Likert-scale questionnaire (1–5) and analyzed using Partial Least Squares – Structural Equation Modeling (PLS-SEM). The results show that product quality has a positive and significant effect on purchase decisions (β = 0.380; p = 0.014), and service quality also has a positive and significant effect (β = 0.454; p = 0.002), emerging as the most dominant predictor. In contrast, perceived value does not significantly influence purchase decisions (β = 0.117; p = 0.439). The model demonstrates strong explanatory power with an R² value of 0.834. These findings indicate that, in visual storytelling services, service experience and visual output quality play a more decisive role in driving purchase decisions than price considerations alone.
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