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Journal : International Journal Of Science, Technology

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The Role Of Brand Image In Mediating Service Quality And Promotion Towards Decisions To Buy Car On Credit In The Covid-19 Period (Study Case At Pt Maybank Indonesia Finance Dki Jakarta And Tangerang Branch) Saparso; Soegeng Wahyoedi; Santoso
International Journal of Science, Technology & Management Vol. 2 No. 6 (2021): November 2021
Publisher : Publisher Cv. Inara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46729/ijstm.v2i5.353

Abstract

This study discusses the role of brand image in mediating service quality and promotion of car purchase decisions on credit during the Covid-19 period at PT Maybank Indonesia Finance. This research was conducted by using the probability sampling method with the type of simple random sampling. Researchers distributed questionnaires to 100 Maybank Finance consumer respondents in DKI Jakarta and Tangerang. Data analysis using Smart PLS analysis. The results of the analysis conclude that service quality has a positive and significant influence on purchasing decisions. It can be said, good service quality will affect the decision to buy a car on credit at Maybank Finance. The promotion has a positive and significant influence on purchasing decisions. It can be said that the company's promotions will influence the decision to purchase a car on credit at Maybank Finance. Service quality has a positive and significant influence on brand image. Good service quality will form a good brand image in the minds of consumers. The promotion has a positive and significant influence on brand image. If the promotion is increasing, it will affect the company's brand image. Brand image has a positive and significant influence on purchasing decisions. A good brand image will influence the decision to buy a car on credit at Maybank Finance. Brand image is also proven to have a role in mediating service quality on purchasing decisions.
Co-Authors Abe Wisnu Syaputra Adi Asmara Adinda S., Kasih Agoeng Noegroho, Agoeng Agus Haryanto Widagdo AGUS SETIAWAN Ahmad Fanani ahmad habibi Ahmad Hilal Madjdi Ahmad Syukri Endiawan Ahmad Syukur Akbar Anugrah Alim, Nur Ambrosius Heri Krismawanto Aminuddin, Fattachul Huda Anggraini Aprilia, Endah Aris Heri Andriawan, Aris Heri Asril Brestina Gultom Chyntia Dewi, Laksmi Denni Agung Santoso Desy Asyati Dewi Lestari Dewi, Atika Djauhari, Teuku Doni Winarso, Doni Dwi Widiarsih Dzikrulloh, Mohammad Hilfi Azra Eka Martyani Ellen Angelina Eltanina Ulfameytalia Dewi Emawati Erna Wahyu Wardani Farhan Pramudia Faturrochman, Muhammad Reza Febriyanto Fitri Nurdianingsih Gregorius Daru Wijoyoko Guntara, Iqbal Gustinar H Ahmad Hadi, M.Fikry Hariz, Muhammad Amsyaril Hartayu, Ratna Hati, Deviana Intan Gadys Permata Hendri sayuti Hetty Rohayani. AH Hidayati, Isnah I Gede WD Permadi Ichan Prastika, Ichan Ifada, Erika Nurul Imaniar Purbasari Imti Tsalil Amri Indrawan, Andi Steven Irfai Fathurohman Irianto Istiqomah Izzah Aula Wardah Jani Master, Jani Kalista Islami Putri Kamali Zaman Kiki Fitriza Milda Kristomi Kukuh Setyadjit Kukuh Setyadjit, Kukuh Kurniawan Kusuma, Chandra Latumanase, Keren Lutfi Agung Swarga Lu’luul Maknun Mamik MARIA BINTANG Marini Masgo Mastuki Mastuki Mizan Asnawi Mizan Asnawi, Mizan Moh Ridlo Mufatikhah, Nurul Muhammad Hidayat Muhammad Umar Riandi Muhammad Yunus Muhammad, Reyhan Ihsan Muid, Khoeri Abdul Murtono Mutrofin Nasution, Akmal Nehe, Restuman Neng Murialti, Neng Ningsih, Septia Noor Aisyah Nugroho Joko Sasono Nugroho, Aryanto Dwi Nungki Hapsari Suryaningtyas, Nungki Hapsari Nurdiansyah Saputra Nurwijayanti Pariyanto Pariyanto, Pariyanto Pratiwi , Ika Ari Puji Slamet, Puji Purwoko Putri Mulyani Putri Yourdamarta Adinda Meychilla Permatasary Putri, Fatikhah Aprilia R.Septian Armel Rahayu Hasti Komaria Rahayu, Endang Purnawati Rahayu, Woro Isti Rahman Irpan Pahlepi Rakasona Ranti Darwin, Ranti Ratna Hartayu Reza Sarwo Widagdo Ridho'i, Ahmad Rifqi Fathurrohman Rista Islamarida Rista Islamarida, Rista Riza, Noviana Rosyidah Sabella, Billy Saidul Amin Saparso Sari, Nimas Wulan Sayyidati, Rabini Sekar Dwi Ardianti Shinta Tiara Rizki Shinta, Shinta Tiara Rizki Shofa, Iramaya Siti Musyarofah Nur Halimah Siti Zulifah Soegeng Wahyoedi Sri Ariyanti Sri Kundarsih Sri Mulyani Sri Utaminingsih Su'ad Sugiarti, Wiwit Sumianto Surtikanti Su’ad Syahfitri, Jayanti Tigas Tri Kurniawan Tita Nia Auleria Tomi Hidayat Tri Puput Syariati Tri Wahyuni Ubaid Aisyul Hana Vivin Mahdalena W, Izzah Aula Wawan Shokib Rondli Wisnu Widjanarko Wiwik Novianti Wiwit Sugiarti Yulian Taviv Yunita Prastyaningsih Zaenal Abidin