Pengaruh Reputasi Merek, Pengalaman Merek Terhadap Kepuasan Dengan Moderasi Religiusitas Pada Internet Banking Muamalat Di Wilayah Gerbangkertosusila

Sari, Prisna Nafarinda Puspita (2019) Pengaruh Reputasi Merek, Pengalaman Merek Terhadap Kepuasan Dengan Moderasi Religiusitas Pada Internet Banking Muamalat Di Wilayah Gerbangkertosusila. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

The purpose of this study is to examine the extent of the influences of brand reputation, brand experience on brand satisfaction by moderating religiosity in the Bank Muamalat internet banking. This reseach methodology used one hundred (100) respondents collected through distributing questionnaries in the GERBANGKERTOSUSILA region. Respondents responses were analysed using descriptive analysis through the SPSS 16.0 program and statistical analysis through WarpPLS 6.0. The results of the analysis show that reputation scores have a positive effect on brand experience and brand experience positively influences brand satisfaction, and also brand reputation has a positive effect on brand satisfaction. The moderating role of religiosity does not affect the stronger or weaker effect of the direct effort between brand experience on brand satisfaction. The practical implications of this reseach are for Bank Muamalat to develop its strategi in the future, especially as an evaluation of the bank’s performance so far in the competition national Islamic banking, and can provide important information to banks to build a brand reputation that has an impact on brand experience and brand satisfaction by moderating religiosity to increase internet banking usage. Keywords: Internet banking, Brand Reputation, Brand Experience, Brand Satisfaction and Religiousity.

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 02:59
Last Modified: 26 Sep 2019 02:59
URI: http://eprints.perbanas.ac.id/id/eprint/4742

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