MENINGKATKAN PURCHASE DECISION MELALUI CUSTOMER PERCEIVED VALUE DAN CUSTOMER TRUST (Studi Pada Nasabah Bank Syariah Indonesia Cabang Tangerang)

Utami, Yulistia Herviani (2025) MENINGKATKAN PURCHASE DECISION MELALUI CUSTOMER PERCEIVED VALUE DAN CUSTOMER TRUST (Studi Pada Nasabah Bank Syariah Indonesia Cabang Tangerang). Master thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

The occurrence of fluctuations in third party funds (DPK) since 2023 is thought to be caused by a decline in service quality which can influence customers' purchase decisions in using sharia banking services. In this research, a mediating variable, namely Customer Perceived Value, is used which is expected to be able to link these two variables and a moderating variable, namely Customer Trust, to strengthen the relationship between variables. This research will analyze the influence of service quality on customer purchase decisions using sharia banking services through customer perceived value and moderated by customer trust. What differentiates this research from previous research is the aspects studied, namely service quality, purchase decision, customer perceived value, and customer trust. The unit of analysis used in this research is Bank Syariah Indonesia Tangerang Branch. The qualitative research method used a questionnaire with an interval scale of 1-10 points and the sampling technique was carried out using a purposive sampling method of 180 respondents, which were processed using the Smart PLS Ver 3.2.9 application. The results of this research show that service quality has a positive and significant effect on purchase value, customer perceived value is able to mediate the relationship between service quality and purchase decisions, while customer trust is not able to moderate the relationship between service quality and purchase decisions.

Item Type:

Thesis (Master)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	Taufik, H.E.R	19641212200121001
Thesis advisor	Nupus, Hayati	197708122008122002

Additional Information:

Terjadinya fluktuasi dana pihak ketiga (DPK) sejak tahun 2023 diduga disebabkan oleh menurunnya service quality sehingga dapat memengaruhi purchase decision nasabah dalam menggunakan jasa perbankan syariah. Dalam penelitian ini digunakan variabel mediasi yaitu Customer Perceived Value yang diharapkan mampu menghubungkan kedua variabel tersebut dan variabel moderasi yaitu Customer Trust untuk memperkuat hubungan antar variabel. Penelitian ini akan menganalisis pengaruh service quality terhadap purchase decision nasabah menggunakan jasa perbankan syariah melalui customer perceived value dan dimoderasi oleh customer trust. Hal yang membedakan penelitian ini dengan penelitian terdahulu adalah aspek yang dikaji, yaitu service quality, purchase decision, customer perceived value, dan customer trust. Unit analisis yang digunakan dalam penelitian ini, yaitu Bank Syariah Indonesia Cabang Tangerang. Metode penelitian kualitatif dengan menggunakan alat bantuan kuesioner dengan skala interval 1-10 poin dan teknik penarikan sampel dilakukan dengan metode purposive sampling sebanyak 180 orang responden, yang diolah dengan menggunakan aplikasi Smart PLS Ver 3.2.9. Hasil penelitian ini menunjukkan bahwa service quality berpengaruh positif dan signifikan terhadap purchase value, customer perceived value mampu memediasi hubungan antara service quality terhadap purchase decision, sedangkan customer trust tidak mampu memoderasi hubungan service quality terhadap purchase decision.

Uncontrolled Keywords:

service quality, purchase decision, customer perceived value, customer trust service quality, purchase decision, customer perceived value, customer trust

Subjects:

H Social Sciences > HB Economic Theory
H Social Sciences > HG Finance

Divisions:

05-Fakultas Ekonomi dan Bisnis
08 Pascasarjana > 61101-Magister Manajemen

Depositing User:

Yulistia Herviani Utami

Date Deposited:

08 May 2025 02:35

Last Modified:

08 May 2025 02:35

URI:

http://eprints.untirta.ac.id/id/eprint/48613

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