KUMALASARI, RATIH (2019) PENGARUH CITRA MEREK, PROMOSI DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN NASABAH MEMILIH PRODUK DEPOSITO iB HASANAH (Studi Kasus Pada PT Bank BNI Syariah Kantor Cabang Bendungan Hilir). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The purpose of the research to test whether the brand image, promotion and service quality affect the tourist satisfaction. The object of research is customer who have adeposit account at PT BNI Syariah Bank Bendungan Hilir Branch Office. The research was conducated on 86 respondents by using survey technique with questionnaries distribution tools. This type of research is quantitive causal. The data instrument uses SEM stastiscal method of SmartPLS software version 3.0. The results of this research indicated that brand image variables have a positive and significant effect on customer decision. Promotion variables have a positive and significant effect on customer decision. Service quality variables have a positive and significant effect on customer decision. Keywords : Brand Image, promotion, Service Quality, customer desicion Tujuan penelitian ini adalah untuk menguji apakah Citra Merek, Promosi, dan kualitas layanan berpengaruh terhadap keputusan nasabah. Objek penelitian ini adalah nasabah PT Bank BNI Syariah yang telah memiliki deposito iB Hasanah. Penelitian ini dilakukan terhadap 86 responden dengan menggunakan teknik survei dengan alat penyebaran kuesioner. Jenis penelitian ini adalah kuantitatif kausal. Instrumen data menggunakan metode statistik SEM Software SmartPLS versi 3.0. Hasil penelitian ini menunjukkan bahwa variabel citra merek berpengaruh positif dan signifikan terhadap keputusan nasabah, variabel promosiberpengaruh positif dan signifikan terhadap keputusan nasabahdan variabel kualitas layanan berpengaruh positif dan signifikan terhadap keputusan nasabah. Kata kunci: Citra Merek, promosi, kualitas layanan, Keputusan Nasabah
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