Pengaruh Pengalaman Merek, Kepuasan Terhadap Loyalitas Dengan Moderasi Religiusitas Pada Internet Banking Bank Syariah Mandiri Di Wilayah Gerbangkertosusila

Oktavianty, Ferlia Devi (2019) Pengaruh Pengalaman Merek, Kepuasan Terhadap Loyalitas Dengan Moderasi Religiusitas Pada Internet Banking Bank Syariah Mandiri Di Wilayah Gerbangkertosusila. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

The purpose of this study is to examine of the influence of brand experience, satisfaction on loyalty by moderating religiosity in the use of internet banking Bank Syariah Mandiri. The methodology of this study used 100 respondents who were collected through questionnaires in the GERBANGKERTOSUSILA region. Respondents' responses were analyzed using descriptive analysis through the SPSS 16.0 program and statistical analysis through the WarpPLS 6.0 program. The results showed that the value of brand experience has a positive effect on brand satisfaction and brand satisfaction positively influences brand loyalty and also brand experience affects positively but not significantly on brand loyalty. The role of moderate religiosity does not affect stronger or weaker effects of the direct effort between brand experience and brand loyalty. The practical implication of this research is to develop the Bank Syariah Mandiri strategy in the future, especially as an evaluation of bank performance so far in national Islamic banking competencies, it is important to build brand experience that has an impact on brand satisfaction and brand loyalty by moderating religiosity to increase usage internet banking. Keywords: Internet Banking, Brand Experience, Brand Satisfaction, Brand Loyalty, Religiosity.

Item Type: Thesis (Undergraduate)
Subjects: 300 - SOCIAL SCIENCE > 381 - MARKETS
Divisions: Bachelor of Islamic Economic
Depositing User: Perpustakaan STIE Perbanas Surabaya
Date Deposited: 26 Sep 2019 02:47
Last Modified: 26 Sep 2019 02:47
URI: http://eprints.perbanas.ac.id/id/eprint/4740

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