FAUZI MUSYARROF, NPM 2101100066 (2025) FAKTOR YANG MEMPENGARUHI KEBERLANJUTAN PERUSAHAAN PT PEGADAIAN RANTAUPRAPAT DALAM MENGHADAPI PERSAINGAN BISNIS. Tugas_Akhir(Artikel) YUME : Journal of Management, 8 (1). pp. 425-434. ISSN 2614-851X (e-ISSN)
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Abstract
Tujuan penelitian ini adalah untuk mengetahui pengaruh citra merek, aksesibilitas dan lokasi terhadap keunggulan bersaing pada PT Pegadaian (Persero) Cabang Rantauprapat. Jenis penelitian ini adalah penelitian kuantitatif. Sampel yang digunakan adalah sebanyak 96 nasabah PT Pegadaian (Persero) Cabang Rantauprapat khususnya yang membeli produk logam mulia emas. Hasil dari uji validitas menunjukan bahwa setiap komponen variabel memiliki nilai > 0,7 yang menunjukkan data tersebut merupakan hasil yang valid. Dan untuk uji reliabilitas menunjukkan bahwa citra merek di dapat nilai sebesar 0,831, aksesibilitas di dapat nilai sebesar 0,882, Lokasi diapat nilai sebesar 0,867 dan persaiangan bisnis dapat nilai sebesar 0,773. Hasil penelitian menunjukkan bahwa citra merek berpengaruh terhadap keunggulan bersaing pada PT Pegadaian Cabang Rantauprapat. Sedangkan aksesibilitas dan lokasi tidak berpengaruh terhadap keunggulan bersaing dalam penelitian ini. Kata Kunci: Citra Merek, Aksesibilitas, Lokasi, Keunggulan Bersaing ==================================================================================================== The purpose of this study was to determine the effect of brand image, accessibility and location on competitive advantage at PT Pegadaian (Persero) Rantauprapat Branch. This type of research is quantitative research. The sample used was 96 customers of PT Pegadaian (Persero) Rantauprapat Branch, especially those who buy gold bullion products. The results of the validity test showed that each variable component had a value of > 0,7 which indicated that the data was a valid result. And for the reliability test, it showed that brand image was scored 0,831, accessibility was scored 0,882, location was scored 0,867 and business competition was scored 0,773. The result showed that brand image had an effect on competitive advantage at PT Pegadadaian Rantauprapat Branch. While accessibility and location did not effect business competition in this study. Keywords: Brand Image, Accessibility, Location, Competitive Advantage
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Citra Merek, Aksesibilitas, Lokasi, Keunggulan Bersaing=================================== Brand Image, Accessibility, Location, Competitive Advantage |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 17 Jun 2025 06:52 |
| Last Modified: | 17 Jun 2025 06:52 |
| URI: | http://repository.ulb.ac.id/id/eprint/1482 |
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