Pengaruh Brand Image dan Kualitas Pelayanan Terhadap Keputusan Nasabah Dalam Memilih Jasa Keuangan Pada PT Gadai Syariah Cabang Tenggarong (Muhammad Nur Fajri)

May 13, 2022
Filed under: Data Portal Mahasiswa S1 

Data Portal Mahasiswa S1

Submitted by: Fajri, Muhammad Nur
On: May 13, 2022 @ 3:40 PM
IP: 36.78.202.5

  • 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 research was motivated by the increasing turnover in the midst of the
    current rampant covid 19 cases at PT Gadai Syariah Tenggarong branch. The
    increase in turnover is thought to be related to brand image and service quality.
    The purpose of this study is to determine and analyze the influence of brand image
    and service quality variables and to determine which variables have the most
    dominant influence on customer decisions in choosing financial services at PT
    Gadai Syariah Tenggarong branch.
    The theory used by the author to explain the brand image variable is the
    theory put forward by Kotler and Keller 2009. In addition to brand image, the
    author also uses the theory of service quality as stated by Wijaya 2011. And to
    explain the theory of customer decision variables, the author uses the theory of
    Suharno 2010.
    The research method used is quantitative research methods.
    The sample in this study was 50 respondents with an unknown population.
    The sampling technique used is incidental sampling. Data collection techniques
    are field research in the form of distributing questionnaires and observations.
    While the data analysis technique uses multiple linear analysis.
    The conclusion of this study is that the variable brand image (X1) and service
    quality (X2) simultaneously and partially have a significant influence on customer
    decisions (Y) and the brand image variable (X1) is a variable that has a dominant
    influence on customer decisions in choosing financial services at PT Gadai
    Syariah Tenggarong branch.
    The author’s suggestion is that PT Gadai Syariah is able to maintain the
    existing image and improve the quality of service in terms of adequate facilities
    and personal abilities of employees and continue to create new innovations to
    attract the public’s heart.
  • 5. Publisher [Nama Lembaga Kontributor]: Program Studi Ilmu Administrasi Bisnis
  • 6. Contributor [Pembimbing, promotor, ilustrator, produser, dll.] : Muhammad Fikry, MBA., BBA & Dr. Finnah Fourqoniah, S.Sos., M.Si
  • 7. Date [Tanggal / tahun penciptaan atau penerbitan]: 2021
  • 8. Type: Artikel
  • 10. Right [Contoh: CCL, MIT, Open Document, dll.]: Skripsi

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