International Journal of Scientific & Technology Research

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IJSTR >> Volume 8 - Issue 8, August 2019 Edition

International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616

The Effect Of Brand Image, Service Quality And Price Towards The Decision Of The Use Of Remittance (The Remittance From The Indonesian Migrant Workers In Hongkong To Indonesia Through The State-Owned Banks)

[Full Text]



Surachman Surjaatmadja, Ahmad Hubaib, Iskandar Muda



migrants, rural households, brand image and service quality



Remittance is the flow of goods and money from migrants to rural households. Remittances have a positive impact on inclusive finance, several studies reveal remittances as part of the transfer form is the entry point of inclusive finance. With the ease of transferring funds, will help direct the unbanked using formal financial products and services. The aim of this study was to analyze whether brand image, service quality, and pricing is an activator of the public to use remittance, as well as view the relationship through customer satisfaction levels. The focus of this research object is Indonesian labor as call as TKI (Tenaga Kerja Indonesia). The data used in this study were collected by distributing questionnaires to members of TKI in Hong Kong. This study used purposive random sampling as sampling techniques and obtained 220 respondents. This study uses SEM analysis to test data with AMOS application. Results from this study is the brand image and price influence buying decisions, while the service quality and price affect the level of customer satisfaction. The level of customer satisfaction influence on buying decisions, while the brand image does not affect the level of satisfaction, as well as the service quality to the buying decision. Service quality and price influence buying decisions when through customer satisfaction levels.



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