The Effects of Service Quality, Price Internet, Facility Internet, HR Customer Care on Purchasing Decision with Brand Image as a Mediation Variable in Choosing Internet Products at PT Supra Primatama Nusantara (Biznet Networks) in Banyuwangi

The purpose of this study was to examine the effect of service quality, price, facility, customer care on purchasing decisions through the brand image of PT Supra Primatama Nusantara. With a sample of 100 existing customers from 130 customers at the Brand Banyuwangi branch office using the simple slovin technique and participating in this research. Data were collected in 2016-2021 using a questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results of this study prove that service quality, price, facility, customer care have a significant effect on brand image and on purchasing decisions. This finding reminds empirical evidence that it is very important to always pay attention to customer behavior which is useful for the key to innovation so that customers do not hesitate to make internet purchasing decisions at Biznet.