Evaluasi brand communication dan service quality terhadap brand loyalty melalui brand trust sebagai variabel mediasi pada nasabah bank BCA di Jakarta

Surjana, Fulyana (2020) Evaluasi brand communication dan service quality terhadap brand loyalty melalui brand trust sebagai variabel mediasi pada nasabah bank BCA di Jakarta. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuanUntuk menguji dan menganalisisbrand communication dan service quality terhadap brand loyaltymelaluibrand trust sebagai variabel mediasi pada nasabah bank bca di Jakarta.Teknik pengambilansampel dalam penelitian ini diperoleh dari populasi penelitian dengan menggunakan metode purposive sampling. Pada penelitian ini sampelnya adalah 205 responden nasabah BCA di Jakarta. Teknik analisis data yang digunakan adalah SEM AMOS. Kesimpulan pada penelitian ini adalah brand communication memiliki pengaruh terhadap brand trust, kualitas pelayanan memiliki pengaruh terhadap brand trust, brand trust memiliki pengaruh terhadap brand loyalty, brand communication memiliki pengaruh positifterhadap brand loyalty, dan kualitas pelayanan memiliki pengaruh positif terhadap brand loyalty/This study aims to test and analyze brand communication and service quality towards brand loyalty through brand trust as a mediating variable for BCA bank customers in Jakarta. The sampling technique in this study was obtained from the study population using purposive sampling method. In this study, the sample was 205BCA customer respondents in Jakarta. Technique analysis used is SEM AMOS. The conclusion in this study is that brand communication has an influence on brand trust, service quality has an influence on brand trust, brand trust has apositiveinfluence on brand loyalty, brand communication has apositiveinfluence on brand loyalty, and service quality has an influence on brand loyalty.

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