Pengaruh Persepsi Nilai, Brand Awareness dan Persepsi Risiko terhadap Keputusan Mengambil Kredit Pensiunan yang Dimediasi oleh Citra Merek di Bank Bukopin Cabang Semarang

Abstract

This research was conducted in workshop PT. Bank Bukopin, Tbk., Semarang branch. Started from a finding which showed an indication that the consumer’s decision to take a pension credit of workshop PT. Bank Bukopin.Tbk.,Semarang branch is still low. The objective of this research was to analyze the effect of perceived value, brand awareness, perceived risk and brand image on purchase decision. The approach in this research involved five variables, namely perceived value, brand awareness, perceived risk and brand image that can allegedly explain the low purchase decision of pension credit PT. Bank Bukopin, Tbk., Semarang branch. The analysis of this research used Structural Equation Modeling method. The results showed that perceived value and brand image proved positive and significant effect on purchase decision. While brand awareness and perceived risk had negative but not significant effect on brand image.