CONSUMER-BASED BRAND EQUITY SEBAGAI PREDIKTOR RESPONS KONSUMEN: SURVEI NASABAH BANK SYARIAH MANDIRI DAERAH ISTIMEWA YOGYAKARTA

IRSA WAFIATUL QISTHI, NIM. 12820092 (2019) CONSUMER-BASED BRAND EQUITY SEBAGAI PREDIKTOR RESPONS KONSUMEN: SURVEI NASABAH BANK SYARIAH MANDIRI DAERAH ISTIMEWA YOGYAKARTA. Skripsi thesis, FAKULTAS EKONOMI DAN BISNIS.

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Abstract

Islamic banks in Indonesia has continued to grow in terms of total units and assets. However, the increasing number of Islamic banks has a major impact on the industry rivalry. To overcome the fierce competition, Islamic bank needs effective strategies, one of which is by strengthening brand equity. Brand with higher equity can translate into more favorable consumer responses, which are important for companies in obtaining and securing sustainable competitive advantages. This study aims to understand the formation of brand equity from consumers‟ viewpoint (consumer-based brand equity) by examining the hierarchical relationships among brand equity dimensions and each dimension‟s effect on overall brand equity in Islamic bank. In addition, this study seeks to investigate the influence of brand equity on Islamic banking consumer responses. Judgment sampling method was employed to select sample members from clients of Bank Syariah Mandiri branches in Daerah Istimewa Yogyakarta. An online survey was conducted to collect data from a total of 116 respondents. Results from data analysis with Partial Least Squares-Structural Equation Modeling (PLSSEM) technique indicate that brand awareness has a positive and significant effect on perceived quality and brand associations. Brand loyalty is not influenced by perceived quality, but it is positively and significantly influenced by brand associations. Furthermore, brand loyalty is the only dimension proven to have a significant positive impact on overall brand equity. Findings of this study also corroborate the positive and significant effect of brand equity on willingness to pay a price premium, attitude towards brand extensions, brand preference, and purchase intention. Hence, consumer-based brand equity is confirmed to be a predictor of consumer responses in Islamic bank.

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