%A NIM.: 16820132 Rezaldy Nurul Arobby
%O Pembimbing: Alex Fahrur Riza, SE., M.Sc
%T ANALYSIS OF THE INFLUENCE OF BRAND IDENTITY ON BRAND LOYALTY THROUGH BRAND TRUST AND ISLAMIC BRANDING AS INTERVENING VARIABLES (CASE STUDY ON CUSTOMERS OF BANK MUAMALAT INDONESIA IN THE SPECIAL REGION OF YOGYAKARTA)
%X This study aimed to determine the effect of Brand Identity on Brand Loyalty through Brand Trust and Islamic Branding as the variable intervening of the customers of Bank Muamalat Indonesia, specifically in the Special Region of Yogyakarta. The data were analyzed quantitatively and used a casual research design. The sampling method used in this study is a purposive sampling technique through a questionnaire. All sample data was obtained from 138 respondents and processed with the Structural Equation Model and Partial Least Square (SEM-PLS) method, the data processing applications using Smart-PLS 3.0.
The result of this study indicates that Brand Identity and Islamic Branding does not have a significant effect on Brand Loyalty. Therefore,the Brand Trust and Islamic Branding variables can not be used as an intervening variable among Brand Identity and Brand Loyalty.
%K Bank Muamalat Indonesia, Brand Identity, Brand Loyalty, Brand Trust, Islamic Branding
%D 2023
%I UIN SUNAN KALIJAGA YOGYAKARTA
%L digilib60326