PENGARUH BRAND IMAGE, KEPERCAYAAN, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN KONSUMEN MEMILIH KOPERASI SEKAWAN MAJU SURABAYA

SANJAL, PATRISIUS (2023) PENGARUH BRAND IMAGE, KEPERCAYAAN, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN KONSUMEN MEMILIH KOPERASI SEKAWAN MAJU SURABAYA. Undergraduate thesis, Universitas Katolik Darma Cendika Fakultas Ekonomi.

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Abstract

The purpose of this study was to determine the effect of brand image, trust and service quality on consumer decisions in the Sekawan Maju Cooperative, Surabaya. This study used a questionnaire method to 75 respondents from the Sekawan Maju Cooperative Surabaya customers who were obtained using a purposive sampling method. The type of research used is quantitative research. Quantitative research is a research method based on concrete (positivistic) data, research data in the form of numbers that will be measured using statistics as a means of calculating calculations related to the problem under study to produce a conclusion. Based on the results of data processing, it shows that the validity and reliability tests of all questions have proven valid and reliable. The results of the classical assumption test show that this study is normally distributed and free from multicollinearity. The results of the multiple linear regression equation show that the variables Brand Image, Trust and Service Quality are constant on consumer decisions. The t test shows that the variables Brand Image, Trust and Service Quality have a significant effect on consumer decisions. The results of the F test show that the variables Brand Image, Trust and Service Quality simultaneously have a significant effect on Consumer Decisions. Meanwhile, based on the test results of the coefficient of determination, the value of Adjusted R Square (Adjust R 2) is 0.565 or 56.5%. Which means the remaining 43.5% is influenced by other variables outside of this study. The results of this study are expected to provide insight into how brand image, trust, and service quality can influence consumer decisions in choosing products or services. In the context of increasingly fierce market competition, in-depth understanding of consumer behavior is a strategic key for companies to strengthen their brand position and increase the attractiveness of products or services. The findings of this study can provide guidance for marketing and brand management practitioners to develop strategies that are more effective in enhancing brand image, strengthening consumer trust, and improving service quality. In addition, this research can also contribute to the development of theory and knowledge in the field of consumer behavior and marketing. However, this study also has limitations, including limitations in generalizing the results of the study due to the focus on a particular sample and the time limit of the study.

Item Type:	Thesis (Undergraduate)
Contributors:	Contribution Contributors NIDN/NIDK Email Thesis advisor TRESYANTO, CITRA ANGGRAINI NIDN0727128801 citra.anggraini@ukdc.ac.id
Uncontrolled Keywords:	Brand Image, Trust and Service quality on Consumer Decisions
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi > Prodi Manajemen
Depositing User:	Gaudens Dillalino
Date Deposited:	22 Sep 2025 01:51
Last Modified:	22 Sep 2025 01:51
URI:	http://repositori.ukdc.ac.id/id/eprint/1739

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