The Influence of Product Quality, Brand Image and Promotion on Financing Decision with Customer Interest as Mediating Variable
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Published
27 February 2022
Keywords:
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brand image, customer interest, financing decision, product quality, promotion
Abstract
The competition of consumer finance companies is increasing. This condition is beneficial for consumers due to many choices from finance companies. This study was structured to analyze the effect of brand image, product quality, and promotion on financing decisions mediated by customer interest. The population was customers of company XXY of 2.810 people in Jabodetabek, with a total sample of 130 respondents selected using simple random sampling. Data analysis applied Partial Least Square (Smart-PLS) version 3.0. The results proved that brand image, product quality, and promotion had a positive and significant impact on customer interest and financing decisions. In addition, it is concluded that customer interest can mediate the influence of brand image, product quality, and promotion on customer financing decisions. Therefore, it is recommended that the company prepare customer education steps regarding the benefits or benefits obtained if they decide to use the company as a means of financing.
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Yunida, R., Nuryadin, M.T, & Kurniawati, L.D. (2018). The influence of brand image and relationship marketing on customer decisions (study on customers of fast secure credit products (KCA) PT. Pegadaian Persero UPC Kuripan Banjarmasin) (Pengaruh brand image dan relationship marketing terhadap keputusan nasabah (studi pada nasabah produk kredit cepat aman (KCA) PT. Pegadaian Persero UPC Kuripan Banjarmasin). Prosiding Seminar Nasional ASBIS 2018 /ASBIS 2018 National Seminar Proceedings, 14, 474-484.
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Alma, B. (2011). Marketing Management And Service Marketing (Manajemen Pemasaran dan Pemasaran Jasa). Bandung: Alfabeta.
Assauri, S. (2015). Marketing Management (Manajemen Pemasaran). Jakarta: PT Raja Grafindo Persada.
Ayodya, D., & Khasanah, I. (2016). Analysis of the effect of product differentiation, product quality, service quality and consumer attitudes on mortgage decisions (housing loans) (Analisis pengaruh diferensiasi produk, kualitas produk, kualitas layanan dan sikap konsumen terhadap keputusan pengambilan KPR (kredit pemilikan rumah)). Ekonomi Dan Bisnis / Economics and Business, 4(3), 1–11.
Cahya, A.D., Raditya, A., & Yanuar, R. (2021). Analysis of online marketing, product quality, and service quality on purchasing decisions in the midst of the covid-19 pandemic (Analisis pemasaran online, kualitas produk, dan kualitas pelayanan terhadap keputusan pembelian di tengah pandemi covid-19). Jurnal Kajian Manajemen dan Wirausaha, 3, 2–7. doi: http://dx.doi.org/10.24036/jkmw02112920
Faramarzpour, F., & Mahmoudzadeh, A. (2015). The effect of marketing of bank services on customers’ preference of private banks: a case study of mellat and Tejarat banks in Khorasan Razavi Province. International Journal of Management, Accounting & Economics, 2(3), 219–32. ISSN: 2383-2126.
Haikal, D.M., & Suliyanto. (2018). The effect of consumer ethnocentrism, brand image, and perceived quality on purchase intention as an intervening variable (study of Eiger consumers in Tasikmalaya). Journal of Accounting Management and Economics, 20(2), 42–45.
Hult, G.T.M., Ringle, C.M., & Sarsted, M. (2014). A Primer On Partial Least Squares Structural Equation Modeling (PLS-SEM). America: SAGE Publication, Inc.
Katuuk, P.V., Tumbel, A.L., & Samadi, R.L. (2019). Pengaruh produk, harga, lokasi dan promosi terhadap keputusan menjadi nasabah di bank BNI kantor cabang pembantu bahu (The influence of product, price, location and promotion on the decision to become a customer at BNI bank shoulder sub-branches). Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 7(4), 4819–28. doi: 10.35794/emba.v7i4.25434.
Khoiroh, S.T., Mundari, S., & Roikan, S., & Septiana, A. (2019). Pengaruh Digital Marketing, Profitability, Literasi Keuangan, dan Pendapatan Terhadap Keputusan Investasi Lat (Lobster Air Tawar) Di Indonesia. Teknika: Engineering and Sains Journal 3(2):71. doi: 10.51804/tesj.v3i2.473.71-76.
Kiss, M. (2019). Rebranding and its impact on banking activities – case study. Acta Marisiensis. Seria Oeconomic,13(1), 57–64. doi: 10.2478/amso-2019-0007.
Kotler, P., & Armstrong, G. (2010). Marketing Principles. 2nd. Jakarta: Erlangga.
Kotler, P., & Keller, L. (2016). Marketing Managemen. 15th Ed. Pearson Education,Inc.
Lemiyana, L. (2018). Pengaruh produk terhadap keputusan nasabah perbankan syariah (studi kasus perbankan syariah di Kota Palembang). I-Finance: A Research Journal on Islamic Finance, 4(1), 31–43. doi: 10.19109/ifinance.v4i1.2299.
Liang, T.P, & Turban, E. (2011). Introduction to the special issue social commerce: a research framework for social commerce. International Journal of Electronic Commerce, 16(2), 5–13. doi: 10.2753/JEC1086-4415160201.
Linh, D., Yen, H., Nhung, N., & Tam, L. (2017). Brand image on intention of banking services using: the case of Vietnam banks. International Journal of Sustainability Management and Information Technologies, 3(6), 63-72. doi: 10.11648/j.ijsmit.20170306.12.
Lukasova, R., & Urbanek, T. (2014). Bank image structure: the relationship to consumer behaviour. Journal of Competitiveness, 6(1),18–35. doi: 10.7441/joc.2014.01.02.
Nurlatifah, S., & Masykur. (2017). Effect of Word of Mouth (WOM) marketing strategy and Islamic financing products on interest and decision to become a member (customer) at Baitul Tamwil Muhammadiyah (BTM) Bandar Lampung City (Pengaruh strategi pemasaran Word of Mouth (WOM) dan produk pembiayaan syariah terhadap minat dan keputusan menjadi anggota (nasabah) pada Baitul Tamwil Muhammadiyah (BTM) Kota Bandar Lampung). Jurnal Manajemen, 14(2),163–70.
Rozikin, A. Z., & Sholekhah, I. (2020). Islamic financial literacy, promotion, and brand image towards saving intention in Sharia Bank. Iqtishadia: Journal of Islamic Economics and Business, 13(1), 95-106. doi: 10.21043/iqtishadia.v13i1.6489.
Sangadji, E. M., & Sopiah. (2013). Consumer Behavior: A Practical Approach Accompanied: The Association of Research Journals (Perilaku Konsumen: Pendekatan Praktis Disertai: Himpunan Jurnal Penelitian). Yogyakarta: Penerbit Andi.
Sarwita, A. (2019). The effect of service quality and promotion on customer decisions to save (Pengaruh kualitas pelayanan dan promosi terhadap keputusan nasabah untuk menabung). Jurnal Ilmiah Manajemen and Akuntansi, 4(1), 36–45. doi: 10.5040/9781350122741.1001467.
Schiffman, L., & Kanuk, L. (2013). Consumer Behavior. New Jersey: Prentice Hall Inc.
Shafrani, Y.S. (2017). Pengaruh kualitas produk dan religiusitas terhadap keputusan nasabah produk simpanan pada BSM cabang Purwokerto (The effect of product quality and religiosity on customer decisions on savings products at BSM Purwokerto branch). El-Jizya : Jurnal Ekonomi Islam, 4(1), 189–215. doi: 10.24090/ej.v4i1.2016.pp189-215.
Shintia, N., Nuryadin, M., & Anwar, W. (2019). The influence of brand image on customer decisions to choose BNI Taplus products at PT Bank Negara Indonesia (Persero) Tbk Banjarmasin Regional Office (Pengaruh brand image terhadap keputusan nasabah memilih produk BNI Taplus pada PT Bank Negara Indonesia (Persero) Tbk Kantor Wilayah Banjarmasin). Inovbiz: Jurnal Inovasi Bisnis, 7(2), 15–19. doi: https://doi.org/10.35314/inovbiz.v7i1.947.
Sumantri, B. (2014). The influence of the quality of services and financing products on the interest and decision to become a customer in a sharia bank (Pengaruh kualitas pelayanan dan produk pembiayaan terhadap minat dan keputusan menjadi nasabah di bank syariah). Jurnal Economia, 10(2), 141–47. doi: http://dx.doi.org/10.21831/economia.v10i2.7540.
Yunida, R., Nuryadin, M.T, & Kurniawati, L.D. (2018). The influence of brand image and relationship marketing on customer decisions (study on customers of fast secure credit products (KCA) PT. Pegadaian Persero UPC Kuripan Banjarmasin) (Pengaruh brand image dan relationship marketing terhadap keputusan nasabah (studi pada nasabah produk kredit cepat aman (KCA) PT. Pegadaian Persero UPC Kuripan Banjarmasin). Prosiding Seminar Nasional ASBIS 2018 /ASBIS 2018 National Seminar Proceedings, 14, 474-484.
Yuvita, H. (2019). The influence of brand image and sales promotion on purchasing decisions through brand equity (a survey of BNI Syariah bank customers in Palembang City) (Pengaruh brand image dan sales promotion terhadap keputusan pembelian melalui brand equity (survei terhadap nasabah bank BNI Syariah Di Kota Palembang). Mix Jurnal Ilmiah Manajemen, 9(3), 431. doi: 10.22441/mix.2019.v9i3.00
Authors
Rusmiyati R., & Hartono S. (2022). The Influence of Product Quality, Brand Image and Promotion on Financing Decision with Customer Interest as Mediating Variable. Journal of Consumer Sciences, 7(1), 20-33. https://doi.org/10.29244/jcs.7.1.20-33
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