PENGARUH KUALITAS PROMOSI PENJUALAN, CITRA MEREK DAN NILAI YANG DIRASAKAN NASABAH DENGAN VARIABEL INTERVENING WORD OF MOUTH TERHADAP KEPUTUSAN PENGGUNAAN KARTU KREDIT BANK CIMB NIAGA DI SURABAYA DAN SEKITARNYA
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Institusion

Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya

Author

RISTI, AYU PRATIWI EKA

Subject

332.12 - BANKS & BANKING 

Datestamp

2016-11-02 03:50:33 

Abstract :
This research explains one of the factors that in test namely sales promotion, brand image and values which felt with intervening variable word of mouth against the decision of the customers using the product of credit card CIMB Niaga bank. Questioner distributed to 120 respondents in Surabaya and surrounding areas. Data analyzed using the methods of descriptive statistics to see the factors that determine the decision of the client and use the analysis of Shem used to analyze the relationship between the variables examined. The result shows that in the variable sales promotion, brand image have a positive impact directly to the decision of the customers , while brand image also have a positive impact against wom in influencing the decision of the client, but on WOM has negative impact against for decision to used credit card. Keyword : Sales Promotion, Brand Image, Perceived Value, Word of Mouth. 

File :
ARTIKEL ILMIAH.pdf
COVER.pdf
BAB I.pdf
BAB II.pdf
BAB III.pdf
BAB IV.pdf
BAB V.pdf
LAMPIRAN.pdf