PENYAMPAIAN JASA PRODUK LEBIH PENTING DIBANDINGKAN CITRA MEREK BAGI KONSUMEN PERUM PEGADAIAN (Studi Pada 5 Kantor Cabang Perum Pegadaian Bandung)
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Jurnal Manajemen Usahawan Indonesia, Fakultas Ekonomi Universitas Indonesia, No.06/Th.XXXIX
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.
Mortgage Loans, Brand Image, Services Delivery, Value for Customers, Customer Satisfaction