TY  - THES
N1  - JOKO SETYONO, S.E., M.Si.
ID  - digilib36871
UR  - https://digilib.uin-suka.ac.id/id/eprint/36871/
A1  - IRSA WAFIATUL QISTHI, NIM. 12820092
Y1  - 2019/08/23/
N2  - 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.
PB  - FAKULTAS EKONOMI DAN BISNIS
KW  - brand equity
KW  -  consumer responses
KW  -  Islamic bank
M1  - skripsi
TI  - CONSUMER-BASED BRAND EQUITY SEBAGAI
PREDIKTOR RESPONS KONSUMEN:
SURVEI NASABAH BANK SYARIAH MANDIRI
DAERAH ISTIMEWA YOGYAKARTA
AV  - restricted
EP  - 204
ER  -