Open AccessTHE EFFECT OF CORPORATE IMAGE AND SERVICE QUALITY PERCEPTION OF TRUST AND ITS IMPACT ON INTEREST TO BECOME PD BPR BALONGAN CIREBON CUSTOMERS
Author(s) -
Munir Nur Komarudin
Publication year - 2019
Publication title -
jurisma : jurnal riset bisnis and manajemen
Language(s) - English
Resource type - Journals
ISSN - 2338-929X
DOI - 10.34010/jurisma.v9i2.2399
Subject(s) - perception , business process reengineering , business , service quality , structural equation modeling , marketing , quality (philosophy) , service (business) , tertiary sector of the economy , psychology , computer science , philosophy , epistemology , lean manufacturing , neuroscience , machine learning
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