PENGARUH KESADARAN MEREK, CITRA MEREK, DAN PERSEPSI KUALITAS TERHADAP EKUITAS MEREK BANK BCA SYARIAH INDONESIA

FADHIL KEMALYUS WEKU, . (2017) PENGARUH KESADARAN MEREK, CITRA MEREK, DAN PERSEPSI KUALITAS TERHADAP EKUITAS MEREK BANK BCA SYARIAH INDONESIA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Tujuan dari penelitian ini adalah: untuk menguji secara empiris: 1) pengaruh kesadaran merek terhadap ekuitas merek Bank BCA Syariah Indonesia, 2) pengaruh citra merek terhadap ekuitas merek Bank BCA Syariah Indonesia, dan 3) pengaruh persepsi kualitas terhadap ekuitas merek Bank BCA Syariah Indonesia. Objek penelitian ini adalah 210 responden yang menjadi nasabah Bank BCA Indonesia lebih dari 1 bulan. Hasil pengujian deskriptif menjelaskan bahwa citra merek, persepsi kualitas, dan kesadaran merek sangat berpengaruh terhadap ekuitas merek Bank BCA Syariah. Hasil pengujian hipotesis menunjukkan: 1) citra merek berpengaruh positif terhadap ekuitas merek, 2) persepsi kualitas berpengaruh positif terhadap ekuitas merek, 3) kesadaran berpengaruh terhadap ekuitas merek. The purpose of this research is: to test empirically: 1) influence of brand awareness to brand equity of Bank BCA Syariah Indonesia, 2) influence of brand image to brand equity of Bank BCA Syariah Indonesia, and 3) influence perception of quality to brand equity of Bank BCA Syariah Indonesia. The object of this study is 210 respondents who become customers of Bank BCA Indonesia more than one month. Descriptive test results explain that brand image, perceived quality, and brand awareness are very influential on the brand equity of Bank BCA Syariah. The results of hypothesis testing showed: 1) brand image has positive effect on brand equity, 2) quality perception have the positive effect of branding equity, 3) Brand awareness affect to brand equity.

Item Type: Thesis (Sarjana)
Additional Information: 1). Setyo Ferry Wibowo, SE, M.Si 2). Usep Suhud, Ph.D
Subjects: Manajemen > Manajemen Pemasaran
Divisions: FE > S1 Manajemen
Depositing User: sawung yudo
Date Deposited: 16 Mar 2022 06:34
Last Modified: 16 Mar 2022 06:34
URI: http://repository.unj.ac.id/id/eprint/24649

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