PENGARUH INOVASI PRODUK DAN KUALITAS PELAYANAN TERHADAP DAYA SAING DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING PADA BANK SYARIAH INDONESIA KANTOR CABANG NGANJUK YOS SUDARSO

Wahono, Ribut Muji and Masykuroh, Ely (2022) PENGARUH INOVASI PRODUK DAN KUALITAS PELAYANAN TERHADAP DAYA SAING DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING PADA BANK SYARIAH INDONESIA KANTOR CABANG NGANJUK YOS SUDARSO. Falahiya: Research Journal of Islamic Banking and Finance, 1 (2). pp. 156-172.

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Abstract

This study aims to analyze the effect of product innovation and service quality on competitiveness with brand image as an intervening variable at Bank Syariah Indonesia Nganjuk Yos Sudarso Branch Office. This study uses a quantitative approach which uses primary data as a reference. The sample used is 100 respondents by making customers as respondents. The data collection technique used is using a questionnaire with the distribution carried out directly to customers. The sampling technique used was non-probability sampling by using incidental sampling technique. Data analysis in this study used descriptive analysis, validity and reliability tests, classical assumption test, multiple regression analysis, hypothesis testing, and path analysis. The results of the study show that the product innovation variable has a positive and significant effect on competitiveness, the service quality variable has an insignificant effect on competitiveness, the product innovation variable has a positive and significant effect on brand image, the service quality variable has a positive and significant effect on brand image, brand image has a positive and significant effect on competitiveness, brand image variables are not able to mediate the effect of product innovation variables on competitiveness, brand image variables are able to mediate the influence of service quality variables on competitiveness.

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