PENGARUH KESADARAN MEREK, LOYALITAS MEREK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBUKAAN REKENING TABUNGAN BRI SIMPEDES DI SURABAYA

TRISNAWATI, ALIFIANTI ANALISA (2016) PENGARUH KESADARAN MEREK, LOYALITAS MEREK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBUKAAN REKENING TABUNGAN BRI SIMPEDES DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.

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Abstract

In era globalization increasingly competition in business banking and national banking. For bank want to expand and enhance the competitive advantage able to provide products quality mainly from bank saving product. Therefore, it is important to understand the behavior of bank customers some of brand equity and brand image of the start from brand awareness, brand loyalty and brand image created by effect the use off products saving it will determine the purchase decision. This research, to purpose know how manythe effect of brand awareness, brand loyalty, and brand image the decision of opening save account BRI Simpedes in Surabaya, this research, population used is the save account customers BRI Simpedes, this research is 74 respondent, the technique used is judgment sampling,analysis technique used is linear mregression analysis. The results of this research, brand awareness and brand image effect is not significant to the decision of opening save account BRI Simpedes, brand loyalty significantly influence the decision of opening save account BRI Simpedes while simultaneously brand awareness, brand loyalty and brand image significant influence the decision of opening save account BRI Simpedes. Keyword: Brand Awareness, Brand Loyalty, Brand Image, Decision opening save account.

Item Type: Thesis (Undergraduate)
Subjects: 300 - SOCIAL SCIENCE > 332.12 - BANKS & BANKING
600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Perpustakaan STIE Perbanas Surabaya
Date Deposited: 28 Aug 2017 08:33
Last Modified: 28 Aug 2017 08:33
URI: http://eprints.perbanas.ac.id/id/eprint/2199

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