How does Brand Image, Price, and Promotion Influence Consumer Decisions in Mortgage Financing? PT Bank Negara Indonesia (Persero) Tbk Branch of UI Depok


Authors : Ika Mustika; Gilang Lorosae

Volume/Issue : Volume 5 - 2020, Issue 7 - July

Google Scholar : http://bitly.ws/9nMw

Scribd : https://bit.ly/3kucGNX

DOI : 10.38124/IJISRT20JUL742

This study aims to analyze the Influence of Brand Image, Price, and Promotion to Consumer Decision at PT Bank Negara Indonesia (Persero) Tbk UI Depok Branch. The method used in this research is by randomly distributing questionnaires to consumers in PT Bank Negara Indonesia (Persero) Tbk Branch of UI Depok have obtained mortgage financing. The analytical tool used is Multiple Linear Regeresi, the result of this research indicates that the significant positive effect on consumer decision, brand image has a significant positive effect on consumer decision, the price has a significant positive effect on consumer decision and the promotion has a significant positive effect on consumer decision.

Keywords : Brand Image, Price, Promotion, and Consumer Decision

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