PENGARUH KEPERCAYAAN MEREK, CITRA MEREK TERHADAP KEPUTUSAN MENGGUNAKAN PRODUK PERUSAHAAN PEMBIAYAAN DENGAN PERSEPSI KUALITAS SEBAGAI VARIABEL INTERVENING

(STUDI KASUS DI PERUMAHAN JATINEGARA INDAH KECAMATAN CAKUNG)

Authors

  • Dita Puspitasari Universitas Mercu Buana
  • Afriapollo Syafarudin Universitas Mercu Buana

DOI:

https://doi.org/10.46306/vls.v1i1.12

Keywords:

Kepercayaan Merek, Citra Merek, Keputusan Pembelian, Persepsi Kualitas

Abstract

Penelitian ini bertujuan untuk memberikan bukti empiris mengenai ada tidaknya pengaruh Kepercayaan Merek dan Citra Merek Terhadap Keputusan Menggunakan Produk Perusahaan Pembiayaan Dengan Persepsi Kualitas Sebagai Variabel Intervening (Studi Kasus di Perumahan Jatinegara Indah Kecamatan Cakung). Penelitian ini menggunakan metode analisis PLS (Partial Least Square). Penelitian ini menggunakan data primer berupa kuesioner dan dibagikan kepada 100 (seratus) orang responden yang merupakan debitur yang menggunakan produk perusahaan pembiayaan berupa pembiayaan multiguna di area Perumahan Jatinegara Indah Kecamatan Cakung. Berdasarkan hasil analisis diketahui bahwa semua variabel independen berpengaruh terhadap variabel dependen.  Dalam hal ini kepercayaan merek dan citra merek memiliki pengaruh yang signifikan terhadap keputusan menggunakan produk perusahaan pembiayaan.

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Published

2021-01-23