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All Journal Manajemen Bisnis Kompetensi Ilmiah Manajemen Bisnis Manajemen Krida Wacana Jurnal Farmasi Klinik Indonesia Journal of Consumer Science Jurnal Ilmiah Universitas Batanghari Jambi Satya Widya Journal of Consumer Sciences Syntax Literate: Jurnal Ilmiah Indonesia Pendas : Jurnah Ilmiah Pendidikan Dasar Primanomics : Jurnal Ekonomi & Bisnis GEMA EKONOMI Referensi : Jurnal Ilmu Manajemen dan Akuntansi JURNAL PENA EDUKASI Jurnal Manajemen dan Administrasi Rumah Sakit Indonesia (MARSI) Jurnal Ilmiah Pendidikan Citra Bakti Business Management Journal Program Studi Manajemen Jurnal Manajemen Bisnis dan Kewirausahaan Community Engagement and Emergence Journal (CEEJ) Management Studies and Entrepreneurship Journal (MSEJ) Konfrontasi: Jurnal Kultural, Ekonomi dan Perubahan Sosial SIASAT Journal Nommensen Journal of Medicine BUDGETING : Journal of Business, Management and Accounting Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Journal of Management and Bussines (JOMB) Sekretari & Administrasi (Serasi) Jurnal Ilmu Manajemen Terapan (JIMT) International Journal Of Science, Technology & Management (IJSTM) Jurnal Cahaya Mandalika Journal of Humanities, Social Science, Public Administration and Management (HUSOCPUMENT) Berdikari : Jurnal Ekonomi dan Statistik Indonesia Britain International of Humanities and Social Sciences (BIoHS) Journal International Journal of Educational Review, Law And Social Sciences (IJERLAS) International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Al-Buhuts (e-journal) Jurnal Multidisiplin Madani (MUDIMA) Indonesian Journal of Business Analytics (IJBA) Journal Of Human And Education (JAHE) MES Management Journal Journal of Social And Economics Research Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Journal of Accounting Management Business and International Research Nomico Maneggio journal of social and economic research Jurnal Ekonomi, Manajemen, Akuntansi Jurnal Ilmiah Pendidikan Citra Bakti KREATIF: Jurnal Pengabdian Masyarakat Nusantara Global Academy of Business Studies Nomico
Soegeng Wahyoedi
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Journal : Nomico

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Analysis of the Influence of Price and Product on Purchasing Decisions Mediated by Brand Image at Maybank Indonesia Finance Lampung Branch Oktariansyah; Budi Haryono; Soegeng Wahyoedi
Nomico Vol. 1 No. 9 (2024): Nomico-Oktober
Publisher : PT. Anagata Sembagi Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62872/jd78zk95

Abstract

Maybank Indonesia Finance is a financing company operating in Indonesia. In this research, there are various factors that can underlie consumer purchasing decisions. Researchers will focus on price, product and brand image as factors that can encourage consumer purchasing decisions. The existence of these various factors made researchers interested in conducting research entitled "Price and Product Analysis of Purchasing Decisions Mediated by Brand Image at Maybank Indonesia Finance Lampung Branch" as the title of this research. This type of research is causal research because it is research that looks for relationships - effects (causal relationships). The population in this research is all Maybank Indonesia Finance customers. In this research, the samples that will be taken are Maybank Indonesia Finance customers at the Bandar Lampung branch. The minimum sample size is 135 samples. Data was collected using a questionnaire, and analysis was carried out using Linear Regression and Path Analysis.  From the research findings, the four variables namely price, product, brand image, and purchase decision, are within the "good" range. This indicates that these factors are perceived positively by Maybank Finance customers in Bandar Lampung. The analysis also shows that there is an influence among these variables, both partially and through mediation, affirming the importance of interrelated relationships among them. Therefore, it is recommended for the company to pay attention to good pricing policies, design products that meet consumer needs, and develop a strong brand image to drive consumer purchase decisions for Maybank Finance Indonesia products.
Co-Authors ., Infrianto Abu Muna Almaududi Ausat Aditya Wardhana admin Alim Salipin Amiruddin Amiruddin Andry Annie Tiofany Aris Harsono Astrid, Mariana Aurora Oktabella Andini Bambang Siswanto Bernard T. Widjaja Budi Haryono Budi Sulistiyo Nugroho Catherine Yusine Surbakti Chandra Prasetya, Andrian Chandra, Ruvianti Dasep Supriatna Desy Purnama, Eka Dety Mulyanti Dwi Indah Kartika Dwiyanti Putri, Rosana Edward Kustiawan Edwind Kustiawan Erwah Kurniawan Eva Oktavia, Eva Evelyn Maurencia Faisal Abubakar Fanggidae, Adhe William Fanny Fanny Felisia NG Ferdy Halim Fushen, Fushen Ginting, Imbri Fernando Guntur Novizal Handy Winata Haryono, Budi Hendy Tannady Heppi Syofya, Heppi Heri Winoto Tj Herry Ruslim Hery Winoto TJ Hizbul Khootimah Azzaakiyyah Hutapea , Watul Salim I Gusti Bagus Mahendra Putra Ika Yanni Hadi Ilham Arief Infrianto . Irfan Saputra Iskandar Irma Rasita Gloria Barus Jimmy Yosal Judijanto, Loso Kurnianingsih, Mirra Kushariyadi Letelay, Santi Erlanda Magdalena Lionarto Lionarto Lizardo, Jimmy Maitri, Viola Ratana Mansula, Belynda Martiman Suazisiwa Sarumaha Melitina Tecoalu Melitina Tecoalu Miki Effendi Nangin, Meryl Astin Noviati Noviati Octoviany, Christine Oktariansyah Oktariansyah P.M. Budi Haryono Perdana Putera Pieter Andre Pramono, Dwi Murwani W. Pristiwanto Bani Pujiastuti, Mena Putra, Sedayu Syah Rais, Rinovian Raymond Reza Febrianty Ariatama Ria Saraswati Ricky Hertanu Ricky Yamintara Riesna Apramilda Rini Putri Utami Rudi Faradin Saeful Amin, Saeful Sajuli Andreas Santoso Saparso Saparso Saparso Saparso Saparso Saparso Saparso Saparso Saparso Saparso Saparso Sarah Prasasti Satriyani, Febrianti Yuli Silaban, Budi Partogi Sisilia Sudargo Siska Siswanto, David Jefry Sormin, Maduma Suherlan Suherlan, Suherlan Sunaris, Deby Sundah, Felix Syamsu Rijal Syeh Assery Takim Andriono Tania Larasati Tanti Sugiharti Tanuraharjo, Hans Harischandra Tarumingkeng, Rudy C Tonibun Tonibun Veronica Norman Adinda Maha Victorya, Jonathan Vito Filbert Jayalie, Vito Filbert Wani Devita Gunardi Winoto, Hery Yayan Yayan Yohana, Elesia Santa Yudianto Achamad