PENGARUH BRAND IMAGE, BRAND TRUST DAN SERVICE QUALITY TERHADAP BRAND LOYALTY NASABAH BNI TAPLUS

Indira Dwijayanti, . (2023) PENGARUH BRAND IMAGE, BRAND TRUST DAN SERVICE QUALITY TERHADAP BRAND LOYALTY NASABAH BNI TAPLUS. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The number of banks and branch offices are decreasing. However, competition in this industry remains fierce, the ranking of state-owned bank savings products BNI Taplus placing third with an index that has been dropping in recent years. As a result, BNI Taplus must strengthen its Brand Image, Brand Trust, and Service Quality in order to establish brand loyalty among BNI Taplus consumers. The study uses quantitative methodologies to identify, analyze, and demonstrate the impact of Brand Image, Brand Trust, and Service Quality on BNI Taplus consumers' Brand Loyalty. A purposive sample strategy was utilized to choose 100 respondents for this study. This riset used Partial Least Squares analysis technique. According to the findings, (1) brand image has a significant positive on BNI Taplus customer loyalty with a coefficient value of 0.569, (2) brand trust has a significant positive effect on BNI Taplus customer loyalty with a coefficient value of 0.288, and (3) service quality has no influence on BNI Taplus customer brand loyalty with a coefficient value of -0.041. The remaining 41.2% is impacted by other factors not included in this study, with an independent variable value of 0.558 or 58.8% of the total.

Item Type:	Thesis (Skripsi)
Additional Information:	[No Panggil: 2010111055] [Pembimbing: Nobelson] [Penguji 1: Diana Triwardhani] [Penguji 2: Jenji Gunaedi Argo]
Uncontrolled Keywords:	Brand Image, Brand Trust, Service Quality, Brand Loyalty
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HG Finance
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User:	Indira Dwijayanti
Date Deposited:	20 Mar 2024 03:39
Last Modified:	20 Mar 2024 03:39
URI:	http://repository.upnvj.ac.id/id/eprint/28019

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