Analysis of the Influence of Service Quality, Promotion, and Trust on Customer Decisions in Proposing People's Business Credit (KUR) with Brand Image as Intervening Variable at PT. Bank Sulutgo Tondano Branch
Keywords:
service quality, promotion, trust, brand image, customer decision
Abstract
The study aims to analyze the effect of Service Quality, Promotion and Trust on Customer Decision in applying People's Business Credit at Bank SulutGo Tondano Branch with Brand Image as intervening variable. The population of this study were all customers who became KUR debtors at Bank SulutGo Tondano Branch in 2020. Sampling was carried out using a saturated sample technique with a total of 106 respondents. The data analysis technique used is Path Analysis. The results showed that Service Quality and Trust had positive and significant impact on Customer Decision, while Promotion no significant on Customer Decision. Brand Image has a positive and significant impact on Customer Decision. Service Quality, Promotion and Trust have no effect on Customer Decision with brand image as an intervening variable
References
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22. http://bankSulutGo.go.id
23. http://kur.ekon.go.id
2. Ariani, Y., et al. (2016). The Influence of Service Quality and Corporate Image on Customer Decisions to Save at Bank Rakyat Indonesia Solok Branch. Journal of the Faculty of Economics, 9(2).
3. Arikunto, S. (2010). Research Procedure A Practical Approach. Jakarta: Rineka Cipta.
4. Assauri, S. 2011. Marketing Management. Jakarta: Rajawali Press.
5. Ayuningtyas, K., & Gunawan H. (2018). The Influence of Trust, Ease, and Quality of Information on Online Purchase Decisions in the Bukalapak Application on Batam State Polytechnic Students. Journal of Applied Business Administration, 2(1).
6. Chrisanti, YM, & Saryadi. (2016). The Influence of Interest Rates, Service Quality and Operating Income on Credit Decision Decisions (Case Study on Customers of BNI KCU UNDIP Semarang). Journal of Business Administration Science.
7. Fahrudin, MF (2015). The Influence of Promotion, Location and Service Quality on Customer Decisions to Save at Bank Mandiri in Surabaya. Scientific Journal of the Perbanas School of Economics Surabaya.
8. Jayanti, RD (2015). The Effect of Price and Trust on Online Purchase Decisions (Case Study on Hope Maulina Hijab Jombang). EXIS, 10(1).
9. Kotler, P., & Armstrong, G. (2012). Principles of Marketing. New Jersey: Prentice Hall.
10. Kotler, P., & Keller, K. (2016). Marketing Management (15th ed). New Jersey: Pearson.
11. Kusumah. (2011). Getting to Know Classroom Action Research (2nd Edition). Jakarta: PT Index.
12. Kankaew, K., Yapanto, L. M., Waramontri, R., Arief, S., Hamsir, Sastrawati, N., & Espinoza-Maguiña, M. R. (2021). Supply chain management and logistic presentation: Mediation effect of competitive advantage. Uncertain Supply Chain Management, 9(2), 255–264. https://doi.org/10.5267/j.uscm.2021.3.007
13. Lupiyoadi, R. (2014). Service Marketing Management. Jakarta: Salemba Empat.
14. Maisur., et al. (2015). The Effect of Profit Sharing Principles, Income Levels, Religiosity and Service Quality on Customer Saving Decisions at Islamic Banks in Banda Aceh. Journal of Masters in Accounting, 4(2).
15. Sarwita, HA (2017). The Influence of Service Quality and Promotion on Customer Decisions to Save (Case Study at Perumda BPR Majalengka). Scientific Journal of Management & Accounting, 4(1).
16. Setiadi, NJ (2013). Consumer Behavior: Concepts and Implications for Marketing Strategy and Research. Jakarta: Perdana Media Group.
17. Siagian, H., & Cahyono, E. 2014. Analysis of Website Quality, Trust and Loyalty of Online Shop Customers. Journal of Marketing Management, 8(2).
18. Siregar, S. (2017). Parametric Statistics for Quantitative Research. Jakarta: Earth Literacy.
19. Subagiyo, R. (2016). The Influence of Brand Image on Customer Decisions in Choosing Financing at BMT Sahara Tulungagung. Malia, 8(1).
20. Sugiyono. (2010). Educational Research Methods Quantitative, Qualitative, and R&D Approaches. Bandung: Alphabeta
21. Tjiptono, F. (2015). Marketing Strategy (Fourth Edition), Yogyakarta: Andi Offset.
22. http://bankSulutGo.go.id
23. http://kur.ekon.go.id
Published
2021-10-20
How to Cite
Kalonta, K. P. A., Mananeke, L., & Worang, F. G. (2021). Analysis of the Influence of Service Quality, Promotion, and Trust on Customer Decisions in Proposing People’s Business Credit (KUR) with Brand Image as Intervening Variable at PT. Bank Sulutgo Tondano Branch. Central Asian Journal of Innovations on Tourism Management and Finance, 2(10), 33-44. https://doi.org/10.47494/cajitmf.v2i10.153
Section
Articles
Copyright (c) 2021 Keith Patrick Andreas Kalonta, Lisbeth Mananeke, Frederik G. Worang
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