RUSMIYATI, RUSMIYATI (2021) ANALISIS PENGARUH KUALITAS PRODUK, BRAND IMAGE DAN PROMOSI TERHADAP KEPUTUSAN PENGAMBILAN PEMBIAYAAN PADA PT. INDOSURYA INTI FINANCE DENGAN MINAT NASABAH SEBAGAI VARIABEL MEDIASI. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
The competition for Consumer finance currently is increasingly competitive, which conditions are likely to be profitable for consumers, as consumers have multiple choice of consumer finance companies which will be selected will depend heavily on consumer demands, and other considerations according to the information obtained by the consumer. The phenomenon that occurs at PT. Indosurya Inti Finance is a decrease in financing disbursed during 2019 when compared to the previous year. This reduces public interest in using PT. Indosurya Inti Finance to meet its financing needs, the authors take the title "Analysis of the influence of product quality, brand image and promotion on financing decisions at PT. Indosurya Inti Finance with customer interest as a mediating variable”. According to (Hair, et al, 2013; Sarstedt et al., 2020) the minimum number of samples 5 times (the) of the (indicator) was also shown that the approximate size of the sample ranges between 100 and 200 respondents. Based on this, the sample in this study totaled (26 x 5 indicator) 130 respondents. The sample extraction technique is conducted by a non-sampling method, an purposive sampling. Statistical accounting for data analysis using partial program patch least square version 3.3.2. Research shows that the brand image, quality of the product and promotion have a positive and significant effect. Keywords: brand image, product quality, promotion, customers interest, financing decisions. Persaingan perusahaan pembiayaan konsumen (consumer finance) saat ini semakin kompetitif, kondisi ini tentu menguntungkan bagi konsumen, karena konsumen memiliki banyak pilihan perusahaan pembiayaan konsumen yang mana yang akan dipilih akan sangat tergantung pada kebutuhan konsumen itu sendiri, serta pertimbangan-pertimbangan lainnya sesuai dengan informasi-informasi yang diperoleh oleh konsumen. Fenomena yang terjadi pada PT. Indosurya Inti Finance adalah penurunan pembiayaan yang disalurkan selama Tahun 2019 bila dibandingkan Tahun sebelumnya. Hal tersebut mengindikasikan penurunan minat masyarakat dalam menggunakan PT. Indosurya Inti Finance untuk memenuhi kebutuhan pembiayaannya, maka penulis mengambil judul “Analisis Pengaruh kualitas produk, brand image dan promosi terhadap keputusan pengambilan pembiayaan pada PT. Indosurya Inti Financce dengan minat nasabah sebagai variabel mediasi”. Menurut (Hair, et al, 2013; Sarstedt et al., 2020) jumlah sampel minimal 5 kali dari jumlah indicator, juga mengemukakan bahwa ukuran sampel yang sesuai berkisar antara 100-200 responden. Berdasarkan hal tersebut, maka sampel pada penelitian ini berjumlah (26 indikator x 5) 130 responden. Teknik pengambilan sampel dilakukan dengan metode non-probability sampling yaitu purposive sampling. Perhitungan statistik untuk menganalisis data menggunakan program Partial Least Square Versi 3.3.2. Hasil penelitian menunjukkan bahwa brand image, kualitas produk dan promosi berpengaruh positif dan signifikan terhadap keputusan pembiayaan. Minat nasabah mampu memediasi hubungan antara brand image, kualitas produk dan promosi dengan keputusan pembiayaan secara positif dan signifikan. Kata kunci : brand image, product quality, promotion, customers interest,financing decisions.
| Item Type: | Thesis (S2) |
|---|---|
| NIM/NIDN Creators: | 55118120151 |
| Uncontrolled Keywords: | brand image, product quality, promotion, customers interest,financing decisions. |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | MELATI CAHYA FITRIANI |
| Date Deposited: | 04 Mar 2022 03:35 |
| Last Modified: | 04 Mar 2022 07:16 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/57161 |
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