The Effect of Literacy Empowerment, Brand Equity and Promotion on Customer Decisions on Pegadaian Sidoarjo Products
Pengaruh Pemberdayaan Literasi, Brand Equity dan Promosi Terhadap Keputusan Nasabah Pada Produk Pegadaian Sidoarjo
DOI:
https://doi.org/10.21070/ups.1482Keywords:
Literacy Empowerment, Brand equity, Promotion, Customer DecisionsAbstract
Abstract. This study aims to analyze the impact of literacy empowerment, brand equity and promotion on customer decisions on Sidoarjo pawnshop products. The method used in this study is a quantitative method by distributing questionnaires in the form of Googleform. This study involved 96 people who met the author's criteria. Based on the results of the study, it was found that literacy empowerment, brand equity and promotion had a positive impact on pawnshop companies. This is evidenced by the results of the significance test on these variables and based on the field saying that the public knows pawnshop companies through promotion, literacy and apart from having a well-known company name. Thus it can be concluded that literacy empowerment, brand equity and promotion have a positive influence on the company.
Downloads
References
Dickason, Z., Nel, I., & Ferreira, S. J. (2017). Gender: Behavioural Finance and Satisfaction of Life. 7(3), 1–19.
Faransyah, R., & Prabowo, P. S. (2020). pengaruh promosi dan literasi terhadap keputusan pembelian produk pegadaian syariah di Surabaya. Jurnal Ekonomika dan Bisnis Islam, 3(3), 141-150.
Yundari, T., & Artati, D. (2021). Analisis Pengaruh Literasi Keuangan, Perilaku Keuangan dan Pendapatan Terhadap Keputusan Investasi. Jurnal Ilmiah Mahasiswa Manajemen, Bisnis Dan Akuntansi (JIMMBA), 3(3), 609-622.
Kotler, P., & Keller. (2012). Marketing Management, 14th Global Edition, Prentice Hall International,Inc., USA
Yansah, N., Wahab, Z., & Shihab, M. S. (2018). Analisis Brand Equity dan Keputusan Pembelian (Studi Pada Pegadaian Syariah di Kota Palembang). Journal of Management and Business Review, 15(01), 33-53.
Kotler, Philip dan Keller, Kevin Lane. 2018. Manajemen Pemasaran. Edisi 12. Jilid 2. Jakarta: PT Indeks
Ruhaniah, N., Tanjung, H., & Hakiem, H. (2022). Pengaruh Promosi, Kualitas Pelayanan, dan Implementasi Syariah terhadap Minat Masyarakat Menggunakan Jasa Pegadaian Syariah. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 3(1), 60-69.
Sugiyono. 2018. Metode Penelitian Kuantitatif. Bandung: Alfabeta.
Arikunto. 2006. Prosedur Penelitian Suatu Pendekatan Praktek. Jakarta : PT.Rineka Cipta.
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. Springer International Publishing. https://doi.org/10.1007/978-3-030-80519-7
Ghozali, I. 2008. Model Persamaan Struktural: Konsep dan aplikasi program Amos16.0. Semarang: BP Universitas Diponegoro
Faransyah, R., & Prabowo, P. S. (2020). pengaruh promosi dan literasi terhadap keputusan pembelian produk pegadaian syariah di Surabaya. Jurnal Ekonomika dan Bisnis Islam, 3(3), 141-150.
Fahrudin, M. F., & Yulianti, E. (2018). Pengaruh promosi, lokasi, dan kualitas layanan terhadap keputusan pembelian nasabah Bank Mandiri Surabaya. Journal of Business & Banking, 5(1), 149-162.
Pradesyah, R. (2020). Pengaruh Promosi Dan Pengetahuan Terhadap Minat Masyarakat Melakukan Transaksi Di Bank Syariah (Studi Kasus Di Desa Rahuning). Al-Sharf: Jurnal Ekonomi Islam, 1(2), 113-122.
Aziz, N., & Hendrastyo, V. S. (2020). Pengaruh kualitas layanan, kepercayaan dan promosi terhadap minat nasabah menabung pada bank syariah cabang Ulak Karang kota Padang. Jurnal Pundi, 3(3), 227-234.
Hanura Tajudin, M., Sofyan Mulazid Fakultas Ekonomi dan Bisnis, A., & Syarif Hidayatullah Jakarta, U. (n.d.). Makhdaleva H, Ade Sofyan M: Pengaruh Promosi…. www.republika.co.id.
Ardianto, H. (2022). Relationship Marketing dan Brand Equity Mempengaruhi Loyalitas Nasabah Bank Syariah di Kota Surabaya. BALANCE: Economic, Business, Management and Accounting Journal, 19(1), 1-13.
Levy, P. S., & Lemeshow, S. (2013). Sampling of populations: methods and applications. John Wiley & Sons.
Diwanti, D. P., & Anindita, L. (2020). Pengaruh Kualitas Pelayanan Dan Brand Equity Pegadaian Syariah DIgital Terhadap Kepuasan Nasabah. Ekonomi Islam, 11(2), 147-158.
Setyarko, Yugi “Analisis Persepsi Harga, Promosi, Kualitas Layanan, Dan Kemudahan Penggunaan Terhadap Keputusan Pembelian Produk Secara Online,” Fakultas Ekonomi dan Bisnis Universitas Budi Luhur Jakarta, vol. 5.
Amelisa, Lisa., Sepris Yonalsi and Hesti Mayasari, “Analisis Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Gula Tebu,” Manajemen dan Kewirausahaan, vol. 7.
Nasution, Deivy Z and Milkco Blanco, “YUME: Journal of Management Pengaruh Kualitas Pelayanan dan Kaulitas Produk Terhadap Keputusan Pembelian di One Zo Pantai Indah Kapuk,” YUME: Journal of Management, Sekolah Tinggi Pariwisata Trisakti, vol. 6, no. 1, pp. 307–322, 2023, doi: 10.37531/yume.vxix.348
Downloads
Additional Files
Posted
License
Copyright (c) 2023 UMSIDA Preprints Server
This work is licensed under a Creative Commons Attribution 4.0 International License.
