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On: Apr 11, 2022 @ 10:14 AM
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• 1. Title [Judul]: Pengaruh Brand Image dan Kualitas Pelayanan Terhadap Keputusan Nasabah Dalam Memilih Jasa Keuangan Pada PT Gadai Syariah Cabang Tenggarong
• 2. Creator [Pengarang/ penulis]: Muhammad Nur Fajri
• 3. Subject [Subjek dan kata kunci]: PT Gadai Syariah Cabang Tenggarong
• 4. Description [Abstrak] : This study aims to determine and analyze the effect of brand image (X1) and service quality (X2) both simultaneously and partially on customer decisions (Y) at PT Gadai Syariah Tenggarong branch. To find out wich variables have a dominant influence on customer decisions in choosing pawn services at PT Gadai Syariah Tenggarong branch. This type of research uses quantitative research. The population of this research is people who have pawned PT Gadai Syariah Tenggarong branch with a sample of 50 respondents. The data was collected by using observation techniques, and distributing questionnaires. The analytical tools used were validity, reliability, classical assumption tests, multiple linear regression analysis, and hypothesis testing. The result of this study conclude that the variable brand image (X1) and service quality (X2) both simultaneously and partially have a positive effect on customer decisions (Y) in choosing financial services at PT Gadai Syariah Tenggarong branch, brand image (X1) is the variable that has the strongest influence on customer decision (Y) in choosing financial services at PT Gadai Syariah Tengggarong branch. The coefficient of determination (R Square) has a value of 51.8%.

• 5. Publisher [Nama Lembaga Kontributor]: Program Studi Ilmu Administrasi Bisnis
• 6. Contributor [Pembimbing, promotor, ilustrator, produser, dll.] : Muhammad Fikry, MBA., BBA dan Dr. Finnah Fourqoniah, S.Sos., M.Si
• 7. Date [Tanggal / tahun penciptaan atau penerbitan]: 2021
• 8. Type: Artikel
• 9. Identifier/ permalink [URL menuju konten di lembaga kontributor]: http://e-journals.unmul.ac.id/index.php/etam/index
• 10. Right [Contoh: CCL, MIT, Open Document, dll.]: Artikel e-Journal