PENGARUH PERCEIVED VALUE, BRAND IMAGE DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN PROGRAM JAMINAN SOSIAL PADA BPJS KETENAGAKERJAAN CABANG PALEMBANG

PRANANTA, RISQY AGUNG and Widiyanti, Marlina and Wahab, Zakaria (2024) PENGARUH PERCEIVED VALUE, BRAND IMAGE DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN PROGRAM JAMINAN SOSIAL PADA BPJS KETENAGAKERJAAN CABANG PALEMBANG. Masters thesis, Sriwijaya University.

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Abstract

This research was conducted with the aim of determining the influence of Perceived Value, Brand Image, and Brand Trust on purchasing decisions for social security programs at BPJS Ketenagakerjaan Palembang Branch. The population in this research is all consumers who purchased the social security program at BPJS Ketenagakerjaan Palembang branch in 2023, namely 55,267 independent workers (not wage earners). The sampling technique in this research used nonprobability sampling, namely the purposive sampling method. Nonprobability sampling with the purposive sampling method is sampling that does not provide equal opportunities or opportunities for each element of the population to be selected as a sample. The sample in this research is consumers who purchased social security programs at the Palembang branch of BPJS Ketenagakerjaan in 2023. The results of multiple linear regression analysis show that Perceived Value, Brand Image and Brand Trust have a significant effect on the decision to purchase social security programs at the Palembang Branch of BPJS Ketenagakerjaan. Perceived Value, Brand Image and Brand Trust, it is hoped that BPJS Ketenagakerjaan will update the social security program offered to consumers according to the needs of workers in Indonesia and can improve the quality of products and services provided to participants and be active on social media and carry out campaign activities both offline and online to promote programs and services at BPJS Ketenagakerjaan so that the image of BPJS Ketenagakerjaan improves. Keywords: Perceived Value, Brand Image, Brand Trust, Purchase Decisions

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Perceived Value, Brand Image, Brand Trust, Keputusan Pembelian
Subjects:	H Social Sciences > HB Economic Theory > HB238-251 Competition. Production. Wealth
Divisions:	01-Faculty of Economics > 61101-Management Business and Administration (S2)
Depositing User:	Risqy Agung Prananta
Date Deposited:	10 Sep 2024 01:42
Last Modified:	10 Sep 2024 01:42
URI:	http://repository.unsri.ac.id/id/eprint/156901

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