Pengaruh Brand Image dan Kualitas Pelayanan terhadap Keputusan Nasabah dalam Memilih Jasa Keuangan pada PT Gadai Syariah Cabang Tenggarong

Abstract

This research was motivated by the increasing turnover in the midst of the current rampant covid 19 cases at PT Gadai Syariah Tenggarong branch. The increase in turnover is thought to be related to brand image and service quality. The purpose of this study is to determine and analyze the influence of brand image and service quality variables and to determine which variables have the most dominant influence on customer decisions in choosing financial services at PT Gadai Syariah Tenggarong branch. The theory used by the author to explain the brand image variable is the theory put forward by Kotler and Keller 2009. In addition to brand image, the author also uses the theory of service quality as stated by Wijaya 2011. And to explain the theory of customer decision variables, the author uses the theory of Suharno 2010. The research method used is quantitative research methods. The sample in this study was 50 respondents with an unknown population. The sampling technique used is incidental sampling. Data collection techniques are field research in the form of distributing questionnaires and observations. While the data analysis technique uses multiple linear analysis. The conclusion of this study is that the variable brand image (X1) and service quality (X2) simultaneously and partially have a significant influence on customer decisions (Y) and the brand image variable (X1) is a variable that has a dominant influence on customer decisions in choosing financial services at PT Gadai Syariah Tenggarong branch. The author's suggestion is that PT Gadai Syariah is able to maintain the existing image and improve the quality of service in terms of adequate facilities and personal abilities of employees and continue to create new innovations to attract the public's heart.