KURNIAWAN, HENDRI (2018) PENGARUH KUALITAS PELAYANAN, CITRA MEREK, DAN LOKASI TERHADAP KEPUTUSAN MENJADI KONSUMEN PT BFI FINANCE INDONESIA Tbk. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The purpose of this study was to examine whether service quality and brand image and location influence the decision to be a consumer of bfi finance. The object of this research is consumers of bfi finance. This study was conducted on 100 respondents using survey techniques with questionnaires. This type of research is quantitative causal, with a non-probability purposive type. Data instruments use the SEM statistical method of the Smart PLS version 3.0 software. The results of this study indicate that service quality, brand image and location significantly influence the decision to become a consumer of bfi finance Keyword : service quality,brand image,location Tujuan Penelitian ini adalah untuk menguji apakah kualitas pelayanan dan citra merek dan loksasi berpengaruh terhadap keputusan menjadi konsumen pt bfi finance. Objek penelitian ini adalah konsumen pt bfi finance. Penelitian ini dilakukan terhadap 100 responden dengan menggunakan teknik survey dengan alat penyebaran kuesioner. Jenis penelitian ini adalah kuantitatif kausal, dengan jenis non probability purposive. Instrumen data menggunakan metode statistik SEM software SmartPLS versi 3.0. Hasil penelitian ini menunjukkan bahwa secara signifikan kualitas pelayanan,citra merek dan lokasi berpengaruh terhadap keputusan menjadi konsumen pt bfi finance Kata kunci : Kualitas Pelayanan,Citra Merek, Lokasi
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