PENGARUH KUALITAS PRODUK DAN BRAND IMAGE TERHADAP VOLUME PENJUALAN AGEN46 PT. BANK NEGARA INDONESIA (PERSERO) TBK. WILAYAH JAKARTA KOTA
Published:
2026-08-23Downloads
Abstract
Amid intense competition in the banking industry, optimizing agency networks like Agen46 PT. Bank Negara Indonesia (Persero) Tbk. is a crucial strategy to expand service reach. However, fluctuations in sales volume are often influenced by agents' perceptions of the product and the bank's reputation. This study aims to analyze the effect of product quality and brand image on the sales volume of Agen46 BNI in the Jakarta Kota Region, both directly and indirectly through agent loyalty as a mediating variable. This study adopted a quantitative approach. Data were collected via questionnaires distributed to Agen46 agents in the Jakarta Kota Region and subsequently analyzed using path analysis or Structural Equation Modeling (SEM). The results show that product quality and brand image have a positive and significant effect on both sales volume and agent loyalty. Furthermore, agent loyalty significantly and positively affects sales volume. Indirectly, agent loyalty is proven to positively and significantly mediate the effects of product quality and brand image on sales volume. This indicates that superior product quality and a strong brand image will optimize sales volume even further when supported by high agent loyalty.
Keywords:
Product Quality Brand Image Agent Loyalty Sales Volume Agen46 BNIReferences
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