Arif Wibowo
This study is aimed at investigating the role of service quality on location and price perception to purchase decision. It is argued that moviegoers have unique behaviours on the process of purchasing decision in a cinema. In this study, 150 moviegoers are employed as the participants. Reinforcement motivation is used to analyse the purchasing decision process of this research. It is believed that service quality provided by cinemas' management has a significant effect on the participants' decision making process. The result shows that the service quality does not mediate the influence of location and price perception on purchase decision. Some limitation and future research are discussed. © 2019 Association for Computing Machinery.
Faculty of Economics, Universitas Negeri Yogyakarta, Jl. Colombo No.1, Yogyakarta, 55281, Indonesia
