The Role Of Brand Image In Mediating Service Quality And Promotion Towards Decisions To Buy Car On Credit In The Covid-19 Period (Study Case At Pt Maybank Indonesia Finance Dki Jakarta And Tangerang Branch)

  • Saparso Faculty of Economic and Business, Krida Wacana Christian University
  • Soegeng Wahyoedi Faculty of Economic and Business, Krida Wacana Christian University
  • Santoso Faculty of Economic and Business, Krida Wacana Christian University
Keywords: Brand Image, Service Quality, Promotion, Purchasing Decision

Abstract

This study discusses the role of brand image in mediating service quality and promotion of car purchase decisions on credit during the Covid-19 period at PT Maybank Indonesia Finance. This research was conducted by using the probability sampling method with the type of simple random sampling. Researchers distributed questionnaires to 100 Maybank Finance consumer respondents in DKI Jakarta and Tangerang. Data analysis using Smart PLS analysis. The results of the analysis conclude that service quality has a positive and significant influence on purchasing decisions. It can be said, good service quality will affect the decision to buy a car on credit at Maybank Finance. The promotion has a positive and significant influence on purchasing decisions. It can be said that the company's promotions will influence the decision to purchase a car on credit at Maybank Finance. Service quality has a positive and significant influence on brand image. Good service quality will form a good brand image in the minds of consumers. The promotion has a positive and significant influence on brand image. If the promotion is increasing, it will affect the company's brand image. Brand image has a positive and significant influence on purchasing decisions. A good brand image will influence the decision to buy a car on credit at Maybank Finance. Brand image is also proven to have a role in mediating service quality on purchasing decisions.

Downloads

Download data is not yet available.

References

Abiyoso, Srikandi Kumadji dan Andriani Kusumawati (2017) Pengaruh Kualitas Layanan Terhadap Citra Perusahaan Dan Loyalitas Pelanggan (Survei Pada Pelanggan PT Kereta Api Indonesia Daerah Operasi 8 Surabaya Gubeng yang Menggunakan Kereta Eksekutif “Bangunkarta” dengan Tujuan Surabaya Gubeng menuju Jakarta Gambir). Jurnal Administrasi Bisnis. 50 (4), 64-70

Ali, Hapzi, Evi Narulita dan Adi Nurmahdi (2018) The Influence of Service Quality, Brand Image and Promotion on Purchase Decision at MCU Eka Hospital. Saudi Journal of Business and Management Studies (SJBMS) . 3 (1), 88-97

Alma, Buchari., (2016) Manajemen Pemasaran dan Pemasaran Jasa. Bandung: Alfabeta

Amitay, Y., Winoto Tj, H., Saparso & Wahyoedi, S. (2020). The Impact of Celebgram Endorsement on Purchase Intention: The Mediating Effect of Customer Attitude and Brand Awareness. 8th International Conference on Entrepreneurship and Business Management (ICEBM) UNTAR.

Anggraini, Novita, Qodariah Barkah dan Titin Hartini (2020) Pengaruh Promosi, Harga, Kualitas Produk Terhadap Keputusan Pembelian Dengan Citra Merek Produk Rabbani Di Palembang. Jurnal Neraca. 4 (1), : 26- 40

Armayani, Astari dan I Made Jatra (2019) Peran Brand Image Memediasi Promosi Dan Harga Terhadap Keputusan Pembelian Smartphone Samsung Di Kota Denpasar. E-Jurnal Manajemen. 8 (8), 5222-5239

Assauri, Sofjan. (2013). Manajemen Pemasaran. Jakarta : Rajawali Pers

Athar, Handry Sudiartha (2020) The Effect Of Brand Image, Price And Promotion On The Decision To Stay At Cadaka Hotel - Central Java. Open Journal Systems. 14 (12), 3603-3611

Devina, Benedhita dan Asep Rokhyadi (2019) Pengaruh promosi dan kualitas pelayanan terhadap keputusan menggunakan jasa leasing yang dimediasi oleh kepuasan konsumen. Jurnal Manajemen. 11 (1), 56-64

Fandy Tjiptono. (2015). Strategi Pemasaran. Edisi 4. Yogyakarta: Andi

Farenzia, Siska dan Raymond (2020) Pengaruh Kualitas Pelayanan, Citra Merek Dan Promosi Terhadap Keputusan Pembelian Jasa Transportasi Online Grab. Jurnal Manajemen Bisnis. 33 (1), 1-14

Ghozali, I dan Latan, H., (2015), Konsep, Teknik, Aplikasi Menggunakan SmartPLS 3.0 untuk Penelitian Empiris. BP Undip. Semarang.

Hair, Joseph F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (7th Ed). Englewood Cliffs: Prentice Hall.

Harman Malau (2017) Manajemen Pemasaran: Teori dan Aplikasi Pemasaran Era Tradisional Sampai Era Modernisasi Global. Bandung: Alfabeta

Hermiyenti, Suci dan Yunia Wardi (2019) A Literature Review on the Influence of Promotion, Price and Brand Image to Purchase Decision. Business and Management Research. volume 64. h. 538-545

Juhaeri (2018). The Influence of Brand Image, Service Quality, Price Perception and Trust on the Purchase Decision of Welding Workshop Welding Www.Kanopirumah.Com. Pinisi Discretion Review. 2(1), 17- 24

Khaerani, Rani Apri dan Apriatni Endang Prihatini. (2020). Pengaruh Promosi Dan Brand Image Terhadap Keputusan Pembelian Pada Layanan Traveloka. Jurnal Administrasi Bisnis. 9 (3), 310-317

Kotler, Philip and Kevin Lane Keller, (2016). Marketing Managemen, 15th Edition, Pearson Education,Inc

Kotler, Philip dan Gary Amstrong. (2018). Principles of Marketing. Edisi 15 Global Edition. Pearson

Labesi, Sisca Claudya (2019) Pengaruh Brand Image Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Mobil Pajero Pada PT. Makassar Mandiri Putra Utama. Jurnal EMBA. 7 (3), 3778 - 3787

Lupiyoadi, Rambat. (2014). Manajemen Pemasaran Jasa Berbasis Kompetensi (Edisi 3). Jakarta: Salemba Empat.

Martina, Merllyn dan Arifin Sitio (2018) The Effect of The Quality of Service, Products & Promotions on the Purchase Decision of Simpati Card & It’s Impact on the Satisfaction of Telkomsel Customers in Kupang City. International Journal of Science and Research. 7 (8), 477-485

Mursid, M (2016) Manajemen Pemasaran. Jakarta: Bumi Aksara

Pradita, Sylvia Okta dan Arifin Sitio (2020). The Impact Of Brand Image And Service Quality On Buying Decisions And Its Implication On Consumer Satisfaction. International Journal of Digital Business Managemen. 1 (3), 394-408

Prayogi, Slamet dan Awan Santosa (2019) The Influence Of Product Quality, Prices And Promotions On Interest In Buying Sri Sulastri’s Batik. e-Jurnal Apresiasi Ekonomi . 7(1), 9 - 17

Rizqi, M. Alfat Nur, Puji Lestari dan Ida Wiendijarti (2017) Pengaruh Kualitas Pelayanan Terhadap Citra Perusahaan Listrik Negara. Interact. 6 (2), 61-77

Sampeliling, Alexander (2016) Pengaruh Kualitas Layanan Terhadap Keputusan Konsumen Dalam Pemilihan Perusahaan Jasa Pembiayaan Kredit (Studi Kasus Pada Pt Finansia Multi Finance Samarinda). Forum Ekonomi. 17 (2 ), 45-53

Santikayasa, I Made Ari dan I Wayan Santika (2019) Peran Citra Toko Dalam Memediasi Pengaruh Kualitas Pelayanan Terhadapniat Beli Ulang Konsumen. E-Jurnal Manajemen. 8 (2), 8104 – 8134

Saparso. (2018). Kinerja Asuransi Jiwa di Indonesia (Studi Atas Komitmen Nasabah), Ukrida Press, Jakarta.

Saputra, I Made Deddy dan I Nyoman Nurcaya (2018) Pengaruh Kualitas Layanan Terhadap Loyalitas Nasabah Melalui Citra Perusahaan Sebagai Variabel Mediasi. E-Jurnal Manajemen. 7 (12), 6675 - 6702

Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill Building Approach, 7th Edition. United Kingdom: John Wiley

Setiadi. (2013). Konsep dan praktek penulisan riset keperawatan (Ed.2) Yogyakarta: Graha Ilmu

Situmorang, Irwanty L (2017) Pengaruh Kualitas Produk Dan Iklan Terhadap Citra Merek Dan Keputusan Pembelian Produk Kecantikan Merek Pond’s Pada Remaja Di Kota Pekanbaru . Jurnal Online Mahasiswa. 4 (1), 72-86

Solimun et al. (2017). Metode Statistika Multivariat Pemodelan Persamaan Struktural (SEM) Pendekatan WarpPLS. Malang : UB Press.

Sugiyono (2015). Metode Penelitian Kombinasi (Mix Methods). Bandung: Alfabeta.

Supriyanto dan Ernawati (2010) Pemasaran Industri Jasa Kesehatan. Yogyakarta: Andi Offset

Susanto, Himawan Wijarnako. (2016). Power Branding : Membangun Merek Unggul dan Organisasi Pendukungnya. Jakarta: Quantum Bisnis&Manajemen

Tjiptono, Fandy dan Greforius, Chandra. (2016). Pemasaran Jasa (Prinsip, Penerapan, dan Penelitian), Yogyakarta: Andi

Wahyoedi, S., Saparso, S., Tecoalu, M., & Winoto Tj, H. (2021). The Effect of Service Quality, Learning Quality, and Promotion Strategy on Parents’ Decisions in Choosing ABC Primary Schools. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 4(1), 999–1005. https://doi.org/10.33258/birci.v4i1.1701

Wahyoedi, Soegeng, and Hery Winoto. 2018. “Pengaruh Religitas, Kualitas Layanan Dan Trust Terhadap Loyalitas Nasabah Bank Syariah Di Kota Bogor.” Jurnal Riset Ekonomi Dan Manajemen 17 (2): 189. https://doi.org/10.17970/jrem.17.17 0204.id.

Yolanda dan Dimas Firdaus, (2019) Pengaruh Kualitas Pelayanan Dan Promosi Terhadap Citra Perusahaan Serta Dampaknya Pada Keputusan Nasabah Menabung (Studi Kasus Pada Bank BRI Kantor Cabang Pembantu Meester). Jurnal Manajemen. 07 (1), 118 -140

Published
2021-09-28
How to Cite
Saparso, Soegeng Wahyoedi, & Santoso. (2021). The Role Of Brand Image In Mediating Service Quality And Promotion Towards Decisions To Buy Car On Credit In The Covid-19 Period (Study Case At Pt Maybank Indonesia Finance Dki Jakarta And Tangerang Branch). International Journal of Science, Technology & Management, 2(5), 1907-1917. https://doi.org/10.46729/ijstm.v2i5.353