Yasa, I Gede Mustika (2026) PERAN MEDIASI MINAT BELI PADA PENGARUH KELOMPOK RUJUKAN DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN KREDIT PEGAWAI. Masters thesis, Universitas Pendidikan Ganesha.
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Abstract
This study aims to analyze the influence of reference groups and trust on credit purchase decisions, with purchase intention serving as a mediating variable in the Employee Credit (KUPEG) product at Bank Woori Saudara. The study employed a quantitative approach using the Partial Least Squares (PLS) method through the SmartPLS application. Reference groups and trust were positioned as independent variables, credit purchase decision as the dependent variable, and purchase intention as the mediating variable linking the relationships among the variables. The results indicate that reference groups and trust have a positive and significant effect on both credit purchase decisions and purchase intention. Furthermore, purchase intention was found to have a positive and significant effect on credit purchase decisions and to significantly mediate the influence of reference groups and trust on credit purchase decisions. These findings support the Black Box Theory, which explains that consumer purchase decisions are formed through internal psychological processes before resulting in actual purchasing behavior. The findings are expected to serve as a reference for banking institutions in formulating effective marketing strategies, enhancing customer trust, and optimizing the role of reference groups in encouraging credit purchase decisions
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | reference group, trust, purchase intention, credit purchase decision |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions |
| Divisions: | Pascasarjana > Program Studi Ilmu Manajemen (S2) |
| Depositing User: | I Gede Mustika Yasa |
| Date Deposited: | 29 Jun 2026 06:45 |
| Last Modified: | 29 Jun 2026 06:45 |
| URI: | http://repo.undiksha.ac.id/id/eprint/30305 |
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