Abstract
This research aims to explored and analyzed those impact which relate to service quality and brand image in building trust and the decision to choose Oto Finance as financing institution used. The population were customers from PT. Summit OTO Finance which amounted to 9,302 customers until 2019, while the sample amounted to 155 respondents. The analysis technique that used in this research was Structural Equation Modeling (SEM) by Lisrel software. The results showed that: 1) There had partially positive and significant influence from service quality variables on trust; 2) There had partially positive and significant influence of the brand image variable on trust; 3) There had partially positive and significant impact of service quality on decision to choose; 4) There had partially positive and significant influence from brand image variable on decision to choose ; and 5) There had positive and significant influence from the trust variable on decision to choose.
Highlights
Increasing human mobility in modern times has required many people to own their own motorized vehicles
The results showed that: 1) There had partially positive and significant influence from service quality variables on trust; 2) There had partially positive and significant influence of the brand image variable on trust; 3) There had partially positive and significant impact of service quality on decision to choose; 4) There had partially positive and significant influence from brand image variable on decision to choose ; and 5) There had positive and significant influence from the trust variable on decision to choose
The results of this research were in line with research conducted by Ali, et al(2018) who found that service quality had positive and significant impact on trust
Summary
Increasing human mobility in modern times has required many people to own their own motorized vehicles This is because motorized vehicles, both cars and motorbikes are no longer as luxury item, but its become a necessity for the community to be used as a tool for activities. The financing business (leasing) in Indonesia has experiencing increasingly tight competition All of this inseparable from the successes of Indonesia's development and quite rapid economic growth. Based on these data from 10 companies with assets for more than Rp. 10 Trillion for 2017 and 2018, it could be seen that Oto Multiartha and Summit Oto Finance had experienced a declined trend in 2018. Where Oto Multiartha was in position nine and from the previous year it was succeed in second position, while Summit Oto Finance was in fifth position
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