PENGARUH PROMOSI PENJUALAN, CITRA MEREK, DAN NILAI YANG DIRASAKAN DENGAN VARIABEL INTERVENING WOM TERHADAP KEPUTUSAN PENGGUNAAN KARTU KREDIT

Authors

DOI:

https://doi.org/10.14414/jbb.v6i1.894

Keywords:

Sales promotion, Word of Mouth, Brand Image, Perceived Value, Credit Card

Abstract

This research explains one of the factors that sales promotion, brand image and perceived values which felt with intervening variable word of mouth against the customers decision using of credit card bank CIMB Niaga. Questioner distributed to 120 respondents in Surabaya and surrounding areas. Data analyzed using the Structural Equation Model (SEM) used to analyze the relationship between the variables examined. The result shows that variable sales promotion, brand image have a positive impact to the decision of the customers , while brand image also have a positive impact against wom in influencing the decision of the customers, but WOM has negative impact against decision to used credit card.

Author Biography

Muhammad Nadjib Usman, STIE Perbanas Surabaya

Islamic Economy Department

Published

2017-03-08

How to Cite

Eka Risti, A. P., & Usman, M. N. (2017). PENGARUH PROMOSI PENJUALAN, CITRA MEREK, DAN NILAI YANG DIRASAKAN DENGAN VARIABEL INTERVENING WOM TERHADAP KEPUTUSAN PENGGUNAAN KARTU KREDIT. Journal of Business &Amp; Banking, 6(1), 99–112. https://doi.org/10.14414/jbb.v6i1.894