El Dinar
Vol 9, No 2 (2021): El Dinar

THE RELATIONSHIP BETWEEN KNOWLEDGE, BRAND IMAGE AND CUSTOMER BEHAVIOR OF CUSTOMERS DECISION IN CHOOSING SAVINGS PRODUCTS

Putra, Zulfi Amalia (Unknown)
Safitri, Rini (Unknown)

Article Info

Publish Date
29 Oct 2021

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.

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Journal Info
El Dinar
Website

Abbrev

eldinar

Publisher

Universitas Islam Negeri Maulana Malik Ibrahim Malang

Subject

Other

Description

Adalah jurnal berkala peer-reviewed yang diterbitkan biannually atau setahun dua kali oleh Jurusan Perbankan Syariah, Universitas Islam Negeri Maulana Malik Ibrahim Malang. EL DINAR merupakan sarana komunikasi yang diperuntukkan bagi para peneliti, akademisi, maupun praktisi dalam bidang keuangan ...