Published: 2024-10-18
Pengaruh Citra Merek, Harga dan Promosi Terhadap Keputusan Pembelian
DOI: 10.35870/emt.v8i4.3236
Rousdy Safari Tamba, Arief Karimauv, Sulistyo Budi Utomo, Andi Nenie Sri Lestari, Itto Turyandi
- Rousdy Safari Tamba: Institut STIAMI ,
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Arief Karimauv:
Airlangga University
- Sulistyo Budi Utomo: Sekolah Tinggi Ilmu Ekonomi Indonesia Surabaya ,
- Andi Nenie Sri Lestari: Universitas Alghifari ,
- Itto Turyandi: Universitas Alghifari ,
Abstract
One of the companies engaged in Islamic finance, providing deposits in the form of savings and distributing financing managed according to Islamic law in East Lombok Regency, is Bank Syariah Indonesia (BSI). BSI KCP Lombok Aikmel is part of the Islamic banking sector focusing on gold investment financing or gold installments. This research aims to analyze and test the influence of brand image, price, and promotion on customer decisions to purchase precious metals at BSI KCP Lombok Aikmel. This study employs a quantitative method, using accidental sampling as the sampling technique. The research subjects are customers who have made installments and purchased gold at BSI KCP Lombok Aikmel, resulting in 50 respondents. Data were collected through questionnaires, and the analysis was conducted using multiple linear regression with IBM SPSS 25. The analysis results show that brand image, price, and promotion significantly affect customer decisions to buy precious metals at BSI KCP Lombok Aikmel. This study contributes to BSI KCP Lombok Aikmel by emphasizing the importance of maintaining a positive brand image. If customer trust in BSI continues to grow, they are less likely to switch to other Islamic banks and will remain loyal to the services provided.
Keywords
Article Information
This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 8 No. 4 (2024)
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Section: Articles
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Published: 2024-10-18
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License: CC BY 4.0
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Copyright: © 2024 Authors
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DOI: 10.35870/emt.v8i4.3236
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Rousdy Safari Tamba, Institut STIAMI,
Program Studi Bisnis, Fakultas Ilmu Administrasi, Institut STIAMI, Kota Jakarta Pusat, Provinsi Daerah Khusus Ibukota Jakarta, Indonesia
Arief Karimauv, Airlangga University
Program Magister Administrasi dan Kebijakan Kesehatan, Universitas Airlangga, Kota Surabaya, Provinsi Jawa Timur, Indonesia
Sulistyo Budi Utomo, Sekolah Tinggi Ilmu Ekonomi Indonesia Surabaya,
Program Studi Manajemen, Sekolah Tinggi Ilmu Ekonomi Indonesia Surabaya, Kota Surabaya, Provinsi Jawa Timur, Indonesia
Andi Nenie Sri Lestari, Universitas Alghifari,
Program Studi Manajemen, Fakultas Ekonomi, Universitas Alghifari, Kota Bandung, Provinsi Jawa Barat, Indonesia
Itto Turyandi, Universitas Alghifari,
Program Studi Manajemen, Fakultas Ekonomi, Universitas Alghifari, Kota Bandung, Provinsi Jawa Barat, Indonesia
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