PENGARUH TRUST IN A BRAND TERHADAP BRAND LOYALTY E-BANKING BANK SYARIAH MANDIRI (STUDI PADA NASABAH PENGGUNA E-BANKING BANK SYARIAH MANDIRI BRANCH KALIURANG)

BAGASKARA WIDYASENA, NIM. 15820006 (2019) PENGARUH TRUST IN A BRAND TERHADAP BRAND LOYALTY E-BANKING BANK SYARIAH MANDIRI (STUDI PADA NASABAH PENGGUNA E-BANKING BANK SYARIAH MANDIRI BRANCH KALIURANG). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Right now, marketing needs something more important than good product development, interesting price offer, make a product that can get easily, easy-to-remember and trustworthy. It is undeniable that the increasingly advanced era has led to increasingly advanced marketing methods. The availability of information technology can help a good marketing process within a company. No exception, even in the banking sector around the world are beginning to feel the effects of e-business, especially in e-banking services. With the existence the trust in a brand, the bank can find out how big the loyalty of their customer on e-banking service given by the bank, so the success of the marketing from the bank side can be measured. Independent variable on this research is trust in a brand that consists of brand reputation, brand predictability, brand competence, trust in the company, and brand liking. Meanwhile, the dependent variable is brand loyalty. Sampling technique used in this research is purposive sampling. Collecting data using questioner with a total sample of 100 of respondents where all of them are users of e-banking services at Bank Syariah Mandiri branch Kaliurang. Data analysis using descriptive analysis and multiple linear regression analysis. The result of this research shows that brand predictability, trust in the company and brand liking have a significant positive impact on brand loyalty on the customer who uses Bank Syariah Mandiri e-banking system. Brand reputation and brand competence don‟t affect brand loyalty to the customer of Bank Syariah Mandiri e-banking system.

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