Open AccessPengaruh Kualitas Layanan Dan Kesadaran Merek Terhadap Minat Konsumen Serambi Dana Koperasi Di Surabaya
Author(s) -
Sufyandi Sufyandi,
Muhammad Firmansyah,
Asyidatur Rosmaniar
Publication year - 2019
Publication title -
balance
Language(s) - English
Resource type - Journals
eISSN - 2614-820X
pISSN - 1693-9352
DOI - 10.30651/blc.v16i2.3136
Subject(s) - business , business administration , advertising
The aim of this research are (1) to analyze the role of KPU in the implementation of internal This research was conducted to find out how much influence of the quality of service, and brand awareness, on the consumers’ interest of Serambi dana koperasi in Surabaya. This type of research is pure descriptive research or survey. The population in this research are customers of Serambi dana koperasi who are 134 permanent members. The results of this research indicate that service quality partially influences consumer interest in Serambi dana koperasi Surabaya, Then it can be concluded that the brand awareness variable has a significant effect on the consumer interest variable partially. From the results of the above calculations it can be concluded that the effect of service quality and brand awareness on consumer interest in the Serambi dana koperasi Surabaya, it is known that both (service) variable service quality (X1), and brand awareness (X2) have a significant effect on variable consumer interest (Y).Keywords : Service Quality, brand awareness, consumer interest, serambi danaCorrespondence to : anangfirmansyah.61@gmail.com ABSTRAK Penelitian ini dilakukan untuk mengetahui seberapa besar pengaruh kualitas layanan, dan kesadaran merek, terhadap minat konsumen serambi dana, koperasi di Surabaya. Jenis penelitian ini adalah penelitian deskriptif murni atau survey, Populasi dalam penelitian ini adalah nasabah koperasi serambi dana Surabaya yang menjadi anggota tetap sebanyak 134 nasabah. Hasil penelitian ini menunjukkan bahwa kualitas Layanan secara parsial berpengaruh terhadap minat konsumen serambi dana koperasi di Surabaya, dimana setelah dilakukan hasil uji hipotesis (Uji t) menunjukkan bahwa variabel kualitas layanan (X1) dan variabel kesadaran merek (X2) berpengaruh terhadap variabel minat konsumen.Kata Kunci : Kualitas Layanan, kesadaran merek, minat konsumen, serambi danaKorespondensi : anangfirmansyah.61@gmail.com