PENYAMPAIAN JASA PRODUK LEBIH PENTING DIBANDINGKAN CITRA MEREK BAGI KONSUMEN PERUM PEGADAIAN (Studi Pada 5 Kantor Cabang Perum Pegadaian Bandung)
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Date
2010
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Jurnal Manajemen Usahawan Indonesia, Fakultas Ekonomi Universitas Indonesia, No.06/Th.XXXIX
Abstract
One way of understanding consumer
behavior is to understand the
satisfaction of customers, since
customer satisfaction is one of the
fundamental goals of the company.
This research examines consumer
behavior of mortgage loans in
Indonesia through the relationship
between brand image, services
delivery, value for customers, and
customer satisfaction at the
Pawnshop. Mortgage loan chosen
because this institution is the oldest
institution in Indonesia, which gives
money based on the law of
mortgage loans to small
communities, in order to avoid the
practice of lending money at not fair
interest. Results showed that the
value for the customer has a
significantrelationshipwith
consumer satisfaction, the
presentation of services has
significant relationships with value
for customers, while brand image has
no significant relationship with the
value for the customer. This indicates
that the existence of more services
delivery should be more considered
by mortgage loans managers than
brand image, meaning service
delivery more importance than brand
image. The report also made some
recommendations for mortgage
managers in Indonesia.
Description
Keywords
Mortgage Loans, Brand Image, Services Delivery, Value for Customers, Customer Satisfaction