Pengaruh Reputasi Merek, Pengalaman Merek Terhadap Loyalitas Dengan Moderasi Religiusitas Pada Internet Banking Bni Syariah Di Wilayah Gerbangkertosusila

Sari, Dewi Elinda (2019) Pengaruh Reputasi Merek, Pengalaman Merek Terhadap Loyalitas Dengan Moderasi Religiusitas Pada Internet Banking Bni Syariah 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 loyalty by moderating religiosity in the BNI Syariah internet banking. This reseach methodology used hundred (100) respondents collected through distributing questionnaries in the GERBANG KERTASUSILA region. Respondent 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 reputation positively influences brand loyalty, and also brand experience has a positive effect on brand loyalty. The moderating role of religiosity does not affect the stronger or weaker effect of the direct effort between brand experience on brand loyalty. The practical implications of this reseach are for BNI Syariah 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 information to banks it is important to build a brand reputation that has an impact on brand experience and brand loyalty by moderating religiosity to increase internet banking usage. Key Word: Internet Banking, Brand Reputation, Brand Experience, Brand Loyalty, Religosity.

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 07:09
Last Modified: 26 Sep 2019 07:09
URI: http://eprints.perbanas.ac.id/id/eprint/4752

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