prathama nugraha, boby (2018) pengaruh keterikatan merek nasabah terhadap loyalitas merek internet banking dengan pemediasi pengalaman merek online pada bank mandiri. Undergraduate thesis, STIE PERBANAS SURABAYA.
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Abstract
purpose of this study is to determine the influence of customer brand engagement to the loyalty of internet banking brand with mediator online brand experience at bank mandiri. this research is a quantitative research with survey approach using questionnaire distributed to 130 respondents. the questionnaire was measured by likert scale and data analysis was partial least square (pls) technique. the result of this research shows that customer brand bracket engagement has a direct effect of 0.231 on the online brand experience and significant due to the level of significance (p value) = 0.001. brand customer engagement has a direct effect of 0.336 on brand loyalty and significant due to the level of significance (p value) <0.001. online brand experience has a direct effect of 0.441 on brand loyalty and significant due to the significance level (p value) <0.001. mediation rate is 19.2% so that the online brand experience is not the mediator toward the influence of customer brand engagement on brand loyalty to bank mandiri's internet banking customers.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | Perpustakaan Universitas Hayam Wuruk Perbanas |
| Date Deposited: | 29 Oct 2018 04:14 |
| Last Modified: | 29 Oct 2018 04:14 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/3569 |
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