MODERASI HARGA JUAL JASA KONSULTAN TERHADAP KEPUTUSAN MENGGUNAKAN JASA KONSULTAN BERBASIS DETERMINAN KEPUTUSAN MENGGUNAKAN JASA KONSULTAN (Studi Kasus PT. Pelita Sarana Indotama)
DOI:
https://doi.org/10.34125/jmp.v11i4.3399Keywords:
Kualitas Pelayanan, Citra Perusahaan, Strategi Pemasaran, Harga Jual Jasa Konsultan, Keputusan Menggunakan Jasa KonsultanAbstract
One of the measures taken is engaging professional consultants capable of providing business solutions, strategic analysis, and recommendations based on their expertise and experience. As business challenges grow more complex and technology advances, the demand for consulting services continues to rise, leading to increasingly intense competition among consulting firms. This study aims to examine the influence of service quality, corporate image, and marketing strategies on the decision to use consulting services, with selling price as a moderating variable, at PT Pelita Sarana Indotama. The study employed a quantitative approach involving 100 respondents selected through purposive sampling. Data analysis was conducted using PLS-SEM with SmartPLS 4.1.1.8. The results show that service quality and marketing strategy have a significant positive effect on the decision to use consulting services, while corporate image has no significant effect. Selling price also fails to moderate the relationship between these three variables and the decision to use consulting services. These findings are expected to provide input for the company in improving service quality and marketing strategy.
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