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Putra, Zulfi Amalia
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THE RELATIONSHIP BETWEEN KNOWLEDGE, BRAND IMAGE AND CUSTOMER BEHAVIOR OF CUSTOMERS DECISION IN CHOOSING SAVINGS PRODUCTS Putra, Zulfi Amalia; Safitri, Rini
El Dinar: Jurnal Keuangan dan Perbankan Syariah Vol 9, No 2 (2021): El Dinar
Publisher : Faculty of Economics Universitas Islam Negeri Maulana Malik Ibrahim Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18860/ed.v9i2.10151

Abstract

This study aims to determine the effect of knowledge, brand image and customer behavior on customer decision in choosing savings products. Some of previous studies stated that variables which influence customer decisions are knowledge, brand image and customer behavior. However, there is a gap in these conclusions, as some studies suggest that knowledge does not affect customer decisions. Thus, it is important to undertake another research regarding such topic. There are 99 respondents chosen as samples in this study. Collected data were analyzed using SPSS. Results indicated that brand image and customer behavior had a positive and significant influence on customer decisions, while knowledge had no significant effect on customer decisions.
Co-Authors Rini Safitri