%A NIM.: 19108020067 Dewi Amalia Daud
%O Pembimbing: Alex Fahrur Riza, SE., M.Sc., CMA
%T EKUITAS MEREK FOLLOWERS INSTAGRAM BANK SYARIAH INDONESIA
%X This study aims to examine the effect of Brand Awareness, Brand
Association, Perceived Quality, Brand Loyalty, Social Media Marketing on Bank
Syariah Indonesia's Instagram Followers Brand Equity. This research method is a
quantitative method with the PLS-SEM analysis model with the help of the
SmartPLS 3.2.9 analysis tool. The population of this research is Bank Syariah
Indonesia's Instagram Followers with a sample of 122 people using a purposive
sampling method. The results of this study indicate that Perceived Quality and
Brand Loyalty have an effect on the Brand Equity of Bank Syariah Indonesia's
Instagram Followers. Meanwhile, Brand Awareness, Brand Association, and
Social Media Marketing have no effect on Brand Equity of Bank Syariah Indonesia
Instagram Followers.
%K Kesadaran Merek, Asosiasi Merek, Persepsi Kualitas, Loyalitas
Merek, Pemasaran Media Sosial, Ekuitas Merek Perbankan
%D 2023
%I UIN SUNAN KALIJAGA YOGYAKARTA
%L digilib60581