Does Brand Matter in Driving Purchase Intention of the Banking Services?

Juanda, Muhammad Alvin and Burhanudin, Burhanudin (2022) Does Brand Matter in Driving Purchase Intention of the Banking Services? In: The 4th International Conference on Business and Banking Innovations (ICOBBI) 2022.

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Companies spend a lot of money to develop their brands. However, it is currently unclear the relationship between brand and purchase intention. To address this gap, the current study examines the relationship between brand trust, brand equity, brand loyalty, and purchase intention of banking services. A survey to banking customers was conducted to test the proposed relationships and a structural equation modelling was then performed to analyze the data. This study found brand trust has significant influences on brand equity and brand loyalty. Further, brand loyalty has a significant influence on purchase intention of banking services. The findings imply that developing brand in the banking services is crucial to drive purchase intention of the services. Keywords: Brand, purchase intention, banking services, loyalty, Indonesia

Item Type: Conference or Workshop Item (Paper)
Subjects: 300 - SOCIAL SCIENCE > 330 - 339 ECONOMICS > 332 - FINANCIAL ECONOMICS > 332.12 - BANKS & BANKING
Divisions: ICOBBI (International Conference of Business and Banking Innovations)
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 27 Jun 2022 04:43
Last Modified: 27 Jun 2022 04:43

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