PENGARUH KESADARAN MEREK, CITRA MEREK, DAN PERSEPSI KUALITAS TERHADAP EKUITAS MEREK BANK BCA SYARIAH INDONESIA

Nugroho, Andrianto Prasetya (2017) PENGARUH KESADARAN MEREK, CITRA MEREK, DAN PERSEPSI KUALITAS TERHADAP EKUITAS MEREK BANK BCA SYARIAH INDONESIA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

Andrianto Prasetya Nugroho, 2015; The Influence of Brand Image, Perceived Quality, and Brand Awareness Toward Brand Equity of Bank BCA Syariah Indonesia. Skripsi, Jakarta: Marketing Management Concentration, Management Study Program, Department of Management, Faculty of Economics, State University of Jakarta. Advisory: Setyo Ferry Wibowo SE, M.Si & Usep Suhud, M.Si, Ph.D The purpose of this research is: to test empirically: 1) influence of brand awareness to bran equity of Bank BCA Syariah Indonesia, 2) influence of brand image to brand equity of Bank BCA Syariah Indonesia, and 3) influence perception of quality to brand equity of Bank BCA Syariah Indonesia. The object of this study is 210 respondents who become customers of Bank BCA Indonesia more than one month. Descriptive test results explain that brand image, perceived quality, and brand awareness are very influential on the brand equity of Bank BCA Syariah. The results of hypothesis testing showed: 1) brand image has positive effect on brand equity, 2) quality perception have the positive effect of branding equity, 3) Brand awareness affect to brand equity. Keywords: brand image, quality perception, brand awareness, brand equity, sharia bank

Item Type: Thesis (S1)
Additional Information: Pembimbing I: Setyo Ferry Wibowo, SE, M.Si Pembimbing II: Usep Suhud, Ph.D
Subjects: Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Manajemen Umum (General Management) > Manajemen Perusahaan (Management for Enterprises)
Divisions: Fakultas Ekonomi > S1 Manajemen
Depositing User: Roni Faslah
Date Deposited: 22 Dec 2017 07:23
Last Modified: 22 Dec 2017 07:23
URI: http://repository.fe.unj.ac.id/id/eprint/1746

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