PENGARUH BRAND EQUITY TERHADAP LOYALITAS NASABAH PT. BANK PANIN DUBAI SYARIAH, TBK. CABANG PALEMBANG
DOI:
https://doi.org/10.35908/jeg.v3i1.358Abstrak
Penelitian ini bertujuan untuk menganalisis pengaruh Brand Awareness, Brand association, perceived quality, Brand loyalty terhadap loyalitas nasabah PT. Bank Panin Dubai Syariah Bank, Tbk. Cabang Palembang, secara parsial dan secara bersama terhadap loyalitas nasabah PT. Bank Panin Dubai Syariah Bank, Cabang Palembang. Didisain menggunakan analisis kuantitatif deskriptif, dengan sampel sebanyak 92 nasabah yang diambil dari 1126 nasabah dengan menggunakan Teknik Sloven. Pengumpulan data menggunakan Teknik kuesioner dan data diolah dengan tools analisis SPSS 22.
Melalui uji hipotesis dapat diketahui bahwa Brand awareness tidak dapat memengaruhi Loyalitas Pelangan dengan P 0,152>0,05 dan t. hitung 1.445<t.tabel 1.9839, terdapat pengaruh perceived quality terhadap loyalitas pelangan dengan signifikansi 0.038<0,05 dan t.-hitung 1.998>t-tabel 1.9839, Brand loyalty berpengaruh terhadap loyalitas pelangan dengan tingkat signifikansi 0,026<0,05 dan t. hitung 2.219>t.tabel 1.9839, brans association memengaruhi loyalitas merk dengan tingkat signifikansi 0,00<0,05 dan t hitung 3.699> t.tabel 1.9838, dan Brand Awareness,Brand association, perceived quality, Brand loyalty berpengaruh terhadap loyalitasnasabah Bank Panin Dubai Syariahsignifikansi 0,00<0,05 dan F hitung 7,655> F.tabel 2.700. Benang merah penelitian bahwa; Brand Awareness tidak berpengaruh terhadap loyalitas pelanggan, Brand association, perceived quality, Brand loyalty berpengaruh terhadap loyalitas nasabah Bank Panin Dubai Syariah, dan Brand Awareness,Brand association, perceived quality, Brand loyalty berpengaruh secara bersama terhadap loyalitas nasabah Bank Panin Dubai Syariah.
 Kata Kunci : Brand Awareness,Brand association, perceived quality, Brand loyaltyterhadap loyalitas
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