CORPORATE IMAGE AND SERVICE QUALITY PERCEPTION ON CUSTOMER’S TRUST AND ITS IMPACT TO THEIR INTEREST IN BEING CUSTOMER

  • Munir Nur Komarudin Universitas Pendidikan Indonesia
  • Ratih Hurriyati Universitas Pendidikan Indonesia
  • Vigory Gloriman Manalu Universitas Kuningan
  • Ray Yunior Universitas Kuningan
DOI: https://doi.org/10.34010/jurisma.v9i2.2399

Abstract

This research having the purpose of establishing a model that will be used to understand, analyze, and test the gap of about variables corporate image owned by PD BPR Balongan Cirebon on purchase intention to be customer on Cirebon community, so that this research aims to build a model new for marketing in the banking sector. Analysis tool used in this study is SEM (Structural Equation Modelling).

The result of the study shows there are significant effect between corporate image and trust, perception of service quality and trust, corporate image and purchase intention, trust and purchase intention, and perception of service quality and purchase intention.

 

Keywords: Corporate Image, Perception of Service Quality, Trust, Purchase Intention

Published
2019-12-28
How to Cite
Komarudin, M., Hurriyati, R., Manalu, V., & Yunior, R. (2019). CORPORATE IMAGE AND SERVICE QUALITY PERCEPTION ON CUSTOMER’S TRUST AND ITS IMPACT TO THEIR INTEREST IN BEING CUSTOMER. JURISMA : Jurnal Riset Bisnis & Manajemen, 9(2), 229-239. https://doi.org/10.34010/jurisma.v9i2.2399
Issue
Vol 9 No 2: Oktober 2019
Section
Articles