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All Journal SIASAT Journal Jurnal Manajemen dan Pemasaran Jasa
Melitina Tecoalu
Krida Wacana Christian University, Indonesia
Religion Humanities Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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The Role of Brand Image in Mediating the Influence of Country of Origin Image and Price on Purchasing Decisions (Study Case on Car Credit Products PT. Maybank Indonesia Finance) Melitina Tecoalu; Saparso; Fernandes
SIASAT Vol. 6 No. 4 (2021): Siasat Journal, October
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/siasat.v6i4.105

Abstract

The development of transportation, especially four-wheeled vehicles, is very fast, which can cause finance companies to move dynamically. The development of finance companies today leads to intense competition. The increasing need for cars and other necessities of life drives people to buy cars in cash or credit financing (Leasing). One of the car loan financing companies in Indonesia is PT. Maybank Indonesia Finance. Before purchasing the product they want, some consumers will assess and see where this product company comes from. In addition to COO, price is also one of the determining elements for consumers to purchase a product or service they want. When the image of the country of origin is good, and the price set is cheap, it will make consumers perceive the idea of the product and will later influence purchasing decisions. Therefore, this study wanted to examine the role of brand image in the mediating country of origin image and price on purchasing decisions. This research was conducted by non-probability sampling method with purposive sampling type. Researchers distributed questionnaires to 100 Maybank Finance consumer respondents in Indonesia who had purchased Maybank Finance car loans in 2018-2020. The analysis results conclude that the image of the country of origin has no positive and significant effect on buying decisions. Price has a positive and significant effect on purchasing decisions. The idea of the country of origin has a positive and significant effect on brand image. Price has a positive and significant effect on brand image. Brand image has a positive and significant effect on purchasing decisions. Brand image mediates the idea of the country of origin on purchasing decisions. Brand image negotiates price on buying decisions.
Assessing the effect of high school quality factors in selecting a high school Melitina Tecoalu
Jurnal Manajemen dan Pemasaran Jasa Vol. 15 No. 1 (2022): Maret
Publisher : Lembaga Penerbit Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (169.789 KB) | DOI: 10.25105/jmpj.v15i1.10719

Abstract

This study aims to analyze the effect of education quality, price, promotion strategy, quality of human resources, and physical facilities mediated by reputation on students' decision to select a high school. The research technique used to obtain data from 170 prospective students is purposive sampling, a non-probability method. The results showed that the education quality, promotion strategies, and physical facilities mediated by reputation positively affect students' decisions, as opposed to the price and quality of human resources. The originality value of this research is to choose high school mediation by reputation. In conclusion, the limitations of this research were clarified by adding a process variable which is very important in services marketing, due to its ability to handle consumers in marketing activities and in making final decisions.
Co-Authors Fernandes Saparso