PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK, DAN PROMOSI TERHADAP BRAND SWITCHING PRODUK KREDIT DI PT. BPR BANK PEMALANG (PERSERODA)
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Institusion
Sekolah Tinggi Ilmu Ekonomi Bank Bpd Jawa Tengah
Author
Mutiara Wibowo, Nadya
Subject
H Social Sciences (General)
Datestamp
2023-07-04 02:00:30
Abstract :
The background of this research is data showing a decrease in the number of credit customers at PT BPR Pemalang Bank (Perseroda) due to the growth of competitors which caused some customers to switch to other banking products. This study aims to determine the effect of service quality, product quality, and promotion on brand switching. Brand switching is a buying behavior characterized by switching or moving from one brand to another. in this study using survey methods and data collection using questionnaires distributed to 100 respondents. The data analysis technique used in this study is the partial least squares (PLS) technique. in this study the resulting hypothesis testing there are 3. Based on the results obtained from this study, service quality has no significant effect on brand switching, product quality has a significant positive effect on brand switching, promotion has a significant positive effect on brand switching.
The background of this research is data showing a decrease in the number of credit customers at PT BPR Pemalang Bank (Perseroda) due to the growth of competitors which caused some customers to switch to other banking products. This study aims to determine the effect of service quality, product quality, and promotion on brand switching. Brand switching is a buying behavior characterized by switching or moving from one brand to another. in this study using survey methods and data collection using questionnaires distributed to 100 respondents. The data analysis technique used in this study is the partial least squares (PLS) technique. in this study the resulting hypothesis testing there are 3. Based on the results obtained from this study, service quality has no significant effect on brand switching, product quality has a significant positive effect on brand switching, promotion has a significant positive effect on brand switching.
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