PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PENGGUNAAN JASA BANK BRI SYARIAH CABANG YOGYAKARTA

Bimo Cahyo Ramadhan, NIM.: 13820103 (2020) PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PENGGUNAAN JASA BANK BRI SYARIAH CABANG YOGYAKARTA. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Competition phenomenon in the era of globalization positioning marketers to always be provert and seize market share. Banking as a financial intermediary industry or business entity must be able to create a brand as a prestigious asset of a company with more value and become an important factor in competition. The prestigious brand is a brand that has positive brand equity. A series of brand assets and liabilities related to their names and symbols must add value to a product or service, making it easier for consumers to make purchasing decisions. Brand equity is based on 4 main elements namely brand awareness, perceived quality, brand association, and brand loyalty. This Researh is an emirical study to determine decision on the use of BRI Syariah Bank Yogyakarta Branch services. The purpose of this study is to find out whether brand equity can affect decision on the use of BRI Syariah Bank Yogyakarta Branch services. The Analytical method that being used is multiple linear regression analysis to verify the relationship between brand equity and decision on the use of services. The data used are primary data in the form of questionnaires distributed to 100 respondents. The result of this study indicate that brand awareness variable has a negative but not significant effect on the decision of use with tcount < ttable (1,135 < 1,98397). The perceived quality variable has a negative and not significant effect on the decision of use with tcount < ttable (0,083 < 1,98397). Meanwhile, the brand associations variable has a positive and significant on the decision of use with tcount > ttable (3,703 > 1,98397). While the latter for brand loyalty variable also has a positive and significant on the decesion of use with tcount > ttable (2,258 > 1,98397).

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