The relationship between knowledge, brand image and customer behavior of customers decision in choosing savings products

Putra, Zulfi Amalia and Safitri, Rini (2021) The relationship between knowledge, brand image and customer behavior of customers decision in choosing savings products. El Dinar: Jurnal Keuangan dan Perbankan Syariah, 9 (2). pp. 142-151. ISSN 2622-0083

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Abstract

This study aims to determine the effect of knowledge, brand image and customer behavior on customer decision in choosing savings products. Some of previous studies stated that variables which influence customer decisions are knowledge, brand image and customer behavior. However, there is a gap in these conclusions, as some studies suggest that knowledge does not affect customer decisions. Thus, it is important to undertake another research regarding such topic. There are 99 respondents chosen as samples in this study. Collected data were analyzed using SPSS. Results indicated that brand image and customer behavior had a positive and significant influence on customer decisions, while knowledge had no significant effect on customer decisions.

Item Type:	Journal Article
Keywords:	knowledge; brand image; customer behaviour; customer decision
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1503 Business and Management > 150305 Human Resources Management 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150599 Marketing not elsewhere classified 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing
Divisions:	Faculty of Economics > Department of Management
Depositing User:	Rini Rini Safitri
Date Deposited:	13 Jun 2022 15:36

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