PENGARUH BRAND IMAGE, SERVICE QUALITY, WORD OF MOUTH DAN PERCEIVED VALUE TERHADAP PURCHASE DECISION PRODUK CICIL EMAS PEGADAIAN CABANG TERANDAM

BAIGUF RAHAYU, BAIGUF (2025) PENGARUH BRAND IMAGE, SERVICE QUALITY, WORD OF MOUTH DAN PERCEIVED VALUE TERHADAP PURCHASE DECISION PRODUK CICIL EMAS PEGADAIAN CABANG TERANDAM. S2 thesis, Universitas Andalas.

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Abstract

PENGARUH BRAND IMAGE, SERVICE QUALITY, WORD OF MOUTH DAN PERCEIVED VALUE TERHADAP PURCHASE DECISION PRODUK CICIL EMAS PEGADAIAN CABANG TERANDAM Baiguf Rahayu1, Verinita2, Alfitman3 Andalas University Master of Management Department Corresponding Author: ba_19_uf@yahoo.co.id1 Abstract This study aims to analyze the influence of Brand Image, Service Quality, Word of Mouth and Perceived Value on Purchase Decision of Gold Installment Products at Pegadaian Branch Terandam. The object of this study is the customers who use the Gold Installment products at Pegadaian Branch Terandam for the period January 2024 to January 2025, where the results of this study obtained the Perceived Value variable to be a more dominant factor in determining the Purchase Decision of the Gold Installment products at Pegadaian Branch Terandam. Where other factors also have a positive and significant influence but are still below the Perceived Value variable. In this case, when the benefits or values felt (perceived value) by Pegadaian Branch Terandam customers for the Gold Installment products are able to be absorbed comprehensively, it will be a determining factor in decision making and improving the marketing methods of Gold Installment Products at Pegadaian Branch Terandam. This research is expected to contribute to the development of a more stable marketing strategy of PT. Pegadaian and be useful for policy makers and marketing management in their respective work areas. Keyword: Brand Image, Service Quality, Word of Mouth, Perceived Value, Purchase Decision, Pegadaian. PENGARUH BRAND IMAGE, SERVICE QUALITY, WORD OF MOUTH DAN PERCEIVED VALUE TERHADAP PURCHASE DECISION PRODUK CICIL EMAS PEGADAIAN CABANG TERANDAM Baiguf Rahayu1, Verinita2, Alfitman3 Andalas University Master of Management Department Corresponding Author: ba_19_uf@yahoo.co.id1 Abstrak Penelitian ini bertujuan untuk menganalisis pengaruh Brand Image, Service Quality, Word of Mouth dan Perceived Value terhadap Purchase Decision Produk Cicil Emas Pegadaian Cabang Terandam. Obyek penelitian ini adalah nasabah pengguna produk Cicil Emas Pegadaian Cabang Terandam periode Januari 2024 sampai dengan Januari 2025, Dimana hasil penelitian ini didapat variable Perceived Value menjadi factor yang lebih dominan dalam menentukan Purchase Decision produk Cicil Emas Pegadaian Cabang Terandam. Dimana factor lain juga memiliki pengaruh positif dan signifikan juga namun masih berada dibawah variable Percived Value. Dalam hal ini saat manfaat atau nilai yang dirasa (perceived value) oleh nasabah Pegadaian Cabang Terandam akan produk Cicil Emas Pegadaian mampu diserap secara komprehensif maka akan menjadi factor penentu dalam pengambilan Keputusan dan perbaikan metode pemasaran Produk Cicil Emas di Kantor Pegadaian Cabang Terandam. Penelitian ini diharapkan dapat memberikan kontribusi bagi pengembangan strategi pemasaran PT. Pegadaian yang lebih stabil serta bermanfaat bagi pengambil kebijakan dan manajemen pemasaran diwilayah kerja masing-masing. Kata Kunci: Citra Merk, Kualitas Layanan, Mulut Ke Mulut, Nilai suatu Produk, Keputusan Pembelian, Pegadaian.

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