The Effect of Brand Trust and Price Perception on Customer Satisfaction on Gold Savings Products at PT Pegadaian (Persero) Balikpapan

Abstract

This study was conducted to determine the effect of brand trust and price perception on customer satisfaction on gold savings products at PT Pegadaian (Persero) Balikpapan.The population involved in this study are customers of gold savings products at PT Pegadaian (Persero) Balikpapan. Sampling used purposive sampling method with a total of 50 respondents. The data collection technique is a questionnaire that has been tested for validity and reliability. This research is quantitative. The analytical tool used in this study is the SPSS version 17 application.The independent variables in this study are brand trust and price perception, while the dependent variable is customer satisfaction. The results of this study indicate that: (1) Brand trust has a significant effect on customer satisfaction. (2) Price perception has no significant effect on customer satisfaction. (3) Brand trust and price perception have a significant effect on customer satisfaction.

Analisis Dampak Aktivitas Pemasaran Pada Media Sosial dan Persepsi Harga Terhadap Keputusan Pembelian dan Kepuasan Konsumen

“…Haitao (2022) mengatakan bahwa persepsi harga adalah penilaian konsumen dan bentuk emosional yang terkait mengenai apakah harga yang ditawarkan oleh penjual dan dibandingkan dengan pihak lain adalah wajar, dapat diterima atau dibenarkan. Persaingan yang terjadi di pasar saat ini membuat selisih perbedaan harga menjadi salah satu sapek bernilai dalam menentukan keputusan pembelian konsumen, di mana pembeli lebih mengutamakan harga yang lebih murah dari alternatif (Pristanti et al 2022).…”