Image of Pengaruh Persepsi Nilai Pelanggan Dan Citra Merek Terhadap Kepercayaan Dan Implikasinya Pada Keputusan Penggunaan Kredit Modal Kerja Pada Pt Bank Central Asia, Tbk Cabang Pekanbaru
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Pengaruh Persepsi Nilai Pelanggan Dan Citra Merek Terhadap Kepercayaan Dan Implikasinya Pada Keputusan Penggunaan Kredit Modal Kerja Pada Pt Bank Central Asia, Tbk Cabang Pekanbaru

This study is aimed to examine and analyze the influence of consumer value perception and brand image on trust and the implication on decision to use working capital credit. The study was conducted in PT Bank Central Asia, Tbk Pekanbaru Branch.
The data used consist of primary and secondary data. Data were collected by using questionnaires that given to 164 customer of PT. Bank Central Asia Tbk Pekanbaru Branch using random sampling method. Descriptive analysisi method is used to describe the characteristics of respondent and the research hyphoteses by using relevant statistical tests. Variabel used are consumer value perception and brand image as independent variable, buying decision as dependent variable and trust as intervening variable. The Data is analyzed by multiple regression analysis by using program of SPSS 21 for windows.
The results of this study concluded that consumer value perception has a direct influence significantly and positive on trust, brand image has a direct influence significantly and positive on trust, consumer value perception has a direct influence significantly and positive on buying decision, brand image has a direct influence significantly and positive on buying decision, trust has a direct influence significantly and positive on buying decision. Indirectly, trust has positive mediation role on the influence consumer value perception and brand image on buying decision. The improvement of consumer value perception and brand image are recommended in order to increase trut and buying decision.
Keywords : Consumer Value Perception, Brand Image, Truts and Buying Decision.

Ketersediaan
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Perpustakaan Universitas Riau 10 03. 220 (0057)
10 03. 220 (0057)
Tersedia
Informasi Detail
Judul Seri
-
No. Panggil
10 03. 220 (0057)
Penerbit
Pekanbaru : Universitas Riau – Pascasarjana – Tesis Manajemen.,
Deskripsi Fisik
xiii, 108 hlm,; ill.: 29 cm
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
10 03. 220 (0057)
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
MANAJEMEN
Info Detail Spesifik
-
Pernyataan Tanggungjawab
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