PENGARUH KESADARAN MEREK, TEKNOLOGI INFORMASI DAN KUALITAS LAYANAN TERHADAP LOYALITAS MEREK PADANASABAH TABUNGAN BANK DKIDI CABANG BUMI SERPONG DAMAI TANGERANG

ROSIANA, KHAIRA (2014) PENGARUH KESADARAN MEREK, TEKNOLOGI INFORMASI DAN KUALITAS LAYANAN TERHADAP LOYALITAS MEREK PADANASABAH TABUNGAN BANK DKIDI CABANG BUMI SERPONG DAMAI TANGERANG. S2 thesis, Universitas Negeri Jakarta.

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Abstract

THE INFLUENCE OF BRAND AWARENESS, INFORMATION TECHNOLOGY AND PERCEIVED QUALITY ON BRAND LOYALTY SAVINGCUSTOMER IN BANK DKI BUMI SERPONG DAMAI TANGERANG KHAIRA ROSIANA ABSTRACT The objectiveof theresearchare: 1) to test the influence of brand awarenesson brand loyalty saving customer; 2) to test the influence of information technologyon brand loyalty saving customer; 3) to test the influence of perceived qualityon brand loyalty saving customer; 4) to test the simultaneous influence of brand awareness, information technology, perceived quality on brand loyalty saving customer in Bank DKI. The metods of research are descriptive and explanatory survey, methods of analysis are multiple regression. The population are saving customer in Bank DKI BSD Tangerang. The sample sie of this research is 375 customers. Sampling technique is simple random sampling, research instrument is Likert’s questionnaire and analysis method using the Statistical Process Social Science (SPSS) 20.0 series. Tests were performed as requirements analysis is partial test (t test) and a simultaneous test (F test). The results have shown that brand awareness influenceon brand loyalty, information technology influenceon brand loyalty, perceived quality influence on brand loyalty and the dependent variables (brand awareness, information technology and perceived quality) that influenceon brand loyalty. Keywords : Brand Awareness, InformationTechnology, Perceived Quality,Brand Loyaltyand Bank DKI.

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