THE EFFECT OF BRAND IMAGE AND QUALITY SERVICE ON SAVING DECISIONS WITH COMPETITIVE ADVANTAGE AS AN INTERVENING VARIABLE AT BANK DKI MAYOR BRANCH, EAST JAKARTA

IF 2.1 Q3 BUSINESS

Journal of Entrepreneurship Pub Date : 2023-06-26 DOI:10.56943/joe.v2i2.287

Friska Novelina Matondang, Dr. Sri Wahyuni

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引用次数: 2

Abstract

Nowadays, business competition is getting more stringent, therefore a competitive strategy is needed that companies must have to survive in this business competition, especially banks in an effort to increase the number of customers. Therefore, this research was conducted to analyze the effect of brand image and quality service on saving decisions with competitive advantage as an intervening variable at Bank DKI Mayor Branch, East Jakarta. The population in this research is customers who open accounts at Bank DKI Mayor Branch, East Jakarta. The data collection method uses a survey method by filling out a questionnaire. Data analysis using the SEM (Structural Equation Modeling) software application with the AMOS program. The results of this research obtained the following results: (1) brand image has a positive and significant effect on purchasing decisions; (2) brand image has a positive and significant effect on competitive advantage; (3) service quality has a positive and significant effect on purchasing decisions; (4) service quality has a positive and significant effect on competitive advantage; and (5) purchasing decisions have a positive and significant effect on competitive advantage.

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品牌形象和服务质量对具有竞争优势的储蓄决策的影响——以雅加达东部dki银行市长分行为中介变量

如今，商业竞争越来越激烈，因此需要一种竞争战略，企业必须在这种商业竞争中生存下来，尤其是银行，以努力增加客户数量。因此，本研究旨在分析品牌形象和优质服务对储蓄决策的影响，并将竞争优势作为干预变量。本研究中的人群是在东雅加达DKI银行市长分行开立账户的客户。数据收集方法采用填写调查表的调查方法。使用SEM（结构方程建模）软件应用程序和AMOS程序进行数据分析。本研究的结果如下：（1）品牌形象对购买决策具有积极而显著的影响；（2）品牌形象对竞争优势具有积极而显著的影响；（3）服务质量对采购决策具有积极而显著的影响；（4）服务质量对竞争优势有积极而显著的影响；（5）采购决策对竞争优势具有积极而显著的影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Entrepreneurship BUSINESS-

CiteScore

3.30

自引率

7.40%

发文量

期刊介绍： The Journal of Entrepreneurship is a multidisciplinary forum for the publication of articles and research and discussion of issues that bear upon and enfold the field of entrepreneurship. Topics appropriate and related to entrepreneurship include intrapreneurship, managership, organisational behaviour, leadership, motivation, training and ethical/ moral notions guiding entrepreneurial behaviour. Disciplinary boundaries that straddle entrepreneurship theory and research include economics, psychology, sociology, anthropology, history, management and others. The journal particularly welcomes articles that advance our understanding of entrepreneurship phenomenon across different national and cultural contexts. Articles should be well articulated and substantive. The journal is peer-reviewed.