The Influence of Product Quality, Brand Image and Promotion on Financing Decision with Customer Interest as Mediating Variable
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. Th...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University
2022-02-01
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| Series: | Journal of Consumer Sciences |
| Subjects: | |
| Online Access: | https://journal.ipb.ac.id/index.php/jcs/article/view/37064 |
| _version_ | 1797669039374336000 |
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| author | Rusmiyati Sri Hartono |
| author_facet | Rusmiyati Sri Hartono |
| author_sort | Rusmiyati |
| collection | DOAJ |
| description |
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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| first_indexed | 2024-03-11T20:38:23Z |
| format | Article |
| id | doaj.art-722aeedc62ff45fcaf884263bb6d1432 |
| institution | Directory Open Access Journal |
| issn | 2460-8963 |
| language | English |
| last_indexed | 2024-03-11T20:38:23Z |
| publishDate | 2022-02-01 |
| publisher | Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University |
| record_format | Article |
| series | Journal of Consumer Sciences |
| spelling | doaj.art-722aeedc62ff45fcaf884263bb6d14322023-10-02T04:34:45ZengDepartment of Family and Consumer Sciences, Faculty of Human Ecology, IPB UniversityJournal of Consumer Sciences2460-89632022-02-017110.29244/jcs.7.1.20-3337064The Influence of Product Quality, Brand Image and Promotion on Financing Decision with Customer Interest as Mediating VariableRusmiyati0Sri Hartono1Magister of Management, Mercu Buana University, Jakarta, IndonesiaMercu Buana University, Jakarta, Indonesia 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. https://journal.ipb.ac.id/index.php/jcs/article/view/37064brand imagecustomer interestfinancing decisionproduct qualitypromotion |
| spellingShingle | Rusmiyati Sri Hartono The Influence of Product Quality, Brand Image and Promotion on Financing Decision with Customer Interest as Mediating Variable Journal of Consumer Sciences brand image customer interest financing decision product quality promotion |
| title | The Influence of Product Quality, Brand Image and Promotion on Financing Decision with Customer Interest as Mediating Variable |
| title_full | The Influence of Product Quality, Brand Image and Promotion on Financing Decision with Customer Interest as Mediating Variable |
| title_fullStr | The Influence of Product Quality, Brand Image and Promotion on Financing Decision with Customer Interest as Mediating Variable |
| title_full_unstemmed | The Influence of Product Quality, Brand Image and Promotion on Financing Decision with Customer Interest as Mediating Variable |
| title_short | The Influence of Product Quality, Brand Image and Promotion on Financing Decision with Customer Interest as Mediating Variable |
| title_sort | influence of product quality brand image and promotion on financing decision with customer interest as mediating variable |
| topic | brand image customer interest financing decision product quality promotion |
| url | https://journal.ipb.ac.id/index.php/jcs/article/view/37064 |
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