PENGARUH BRAND IMAGE, REFERENCE GROUP, DAN RELIGIOSITY TERHADAP PURCHASE INTENTION (MAHASISWA) DALAM MENGGUNAKAN JASA PERBANKAN SYARIAH DI WILAYAH JAKARTA SELATAN

JEBI (Jurnal Ekonomi dan Bisnis Islam)

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Title PENGARUH BRAND IMAGE, REFERENCE GROUP, DAN RELIGIOSITY TERHADAP PURCHASE INTENTION (MAHASISWA) DALAM MENGGUNAKAN JASA PERBANKAN SYARIAH DI WILAYAH JAKARTA SELATAN
 
Creator SARDIANA, ANNA
SARI, PRILIADHITA AYU PERMATA
 
Subject Economy and Business
Brand Image, Purchase Intention, Reference Group, Religiosity
 
Description The desire of a consumer to buy a product or service is influenced by the attitude they have, because this will be felt by consumers when determining the purchase intention of the product or service and deciding whether to use it again or not. Thus, this study aims to examine the effect of brand image, reference group, and religiosity on college purchase intention (students) in South Jakarta. Data collection techniques used an online questionnaire with a sample of 103 respondents in the South Jakarta area and had never used the services of a Sharia Bank. Data analysis using multiple regression analysis with SPSS 23 program. The conclusion of this study is that brand image has a significant positive effect on purchase intention, the reference group has a positive but not significant effect on purchase intention, and religiosity has a significant positive effect on purchase intention.
 
Publisher Universitas Islam Negeri Imam Bonjol Padang
 
Contributor
 
Date 2019-12-19
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
Survey/Interview
 
Format application/pdf
 
Identifier http://journal.febi.uinib.ac.id/index.php/jebi/article/view/243
10.15548/jebi.v4i2.243
 
Source JEBI (Jurnal Ekonomi dan Bisnis Islam); Vol 4, No 2 (2019): Juli - Desember 2019; 167-180
2528-4274
2528-4266
 
Language ind
 
Relation http://journal.febi.uinib.ac.id/index.php/jebi/article/view/243/263
http://journal.febi.uinib.ac.id/index.php/jebi/article/downloadSuppFile/243/244
 
Rights Copyright (c) 2019 JEBI (Jurnal Ekonomi dan Bisnis Islam)
http://creativecommons.org/licenses/by-nc-sa/4.0
 

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