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Submitted
August 18, 2024
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August 18, 2024
Published
August 18, 2024
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Abstract

Tujuan penelitian untuk mengetahui pengaruh ekuitas merek yang terdiri dari persepsi kualitas, kesadaran merek, citra merek, loyalitas dan asosiasi merek terhadap loyalitas nasabah BSI. Populasi adalah seluruh nasabah BSI di Kalimantan Selatan sedangkan sampel penelitian berjumlah 138 responden. Hasil penelitian (1) persepsi kualitas, kesadaran merek, citra merek, loyalitas merek dan asosiasi merek mempunyai pengaruh yang signifikan terhadap loyalitas nasabah BSI. (2) Secara parsial persepsi kualitas dan loyalitas merek mempunyai pengaruh signifikan, sedangkan kesadaran, citra, dan asosiasi merek tidak mempunyai pengaruh signifikan terhadap loyalitas nasabah BSI.


Kata kunci: Persepsi Kualitas, Kesadaran Merek, Citra Merek, Loyalitas Merek, Asosiasi Merek, Loyalitas Nasabah

Article Details

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