Analisis pengaruh brand awareness, brand image, dan brand trust, terhadap brand loyalty pada nasabah tabungan BritAma di Jakarta Pusat

Bharata, Damarresa Adi (2024) Analisis pengaruh brand awareness, brand image, dan brand trust, terhadap brand loyalty pada nasabah tabungan BritAma di Jakarta Pusat. Masters thesis, Universitas Pelita Harapan.

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Abstract

Bank BRI merupakan Bank BUMN yang tercatat menjadi perusahaan peringkat 351 dunia dan terbesar di Indonesia (Forbes, 2022). BRI memiliki image yang selalu diupayakan untuk menjadi top of mind bagi nasabah yaitu “Melayani dengan Setulus Hati”. Hal ini menjadikan BRI perlu meningkatkan brand awareness dan brand trust nasabahnya melalui layanan terbaik, terkini, yang nantinya dapat meningkatkan level dari brand loyalty. Dalam penelitian ini menggunakan pendekatan cross sectional study dalam mendapatkan data kuantitatif dari kuesioner online. Kuesioner dimodifikasi berdasarkan pertanyaan yang sudah ada dari literatur sebelumnya. Penelitian ini menggunakan skala interval, sampel data diambil menggunakan non-probability sampling dengan teknik purposive sampling dari 212 orang yang menjadi nasabah tabungan BritAma di Jakarta Pusat. Pada penelitian ini menggunakan metode analisis partial least square – structural equation modelling (PLS-SEM) yang dijalankan menggunakan aplikasi SmartPLS versi 3.0. Penelitian ini bertujuan untuk mengetahui pengaruh dari Brand Awareness, Brand Image, dan Brand Trust, terhadap Brand Loyalty pada nasabah produk tabungan BritAma di Jakarta Pusat Dengan menggunakan data primer, penelitian ini menghasilkan temuan bahwa Brand Awareness berpengaruh signifikan terhadap Images, Brand Trust namun tidak memiliki perngaruh signifikan pada brand Loyalty. Brand Images berpengaruh pada Brand Trust suatu produk namun tidak berpengharuh pada Brand Loyalty dan temuan lain yang penting. Temuan ini penting untuk memahami pengaruh dari Awareness, Brand Image, dan Brand Trust, terhadap Brand Loyalty suatu produk. / Bank BRI is a state-owned bank that is listed as the 351st-ranked company in the world and the largest in Indonesia (Forbes, 2022). BRI has an image that always strives to be top of mind for customers, namely "Serving with Sincerity". This makes BRI need to increase brand awareness and brand trust of its customers through the best, most up-to-date services, which in turn can increase the level of brand loyalty. This research uses a cross-sectional study approach to obtain quantitative data from online questionnaires. The questionnaire was modified based on existing questions from previous literature. This research uses an interval scale, data samples were taken using non-probability sampling with a purposive sampling technique from 212 people who are BritAma savings customers in Central Jakarta. This research uses the partial least squares-structural equation modelling (PLS-SEM) analysis method which is carried out using the SmartPLS version 3.0 application. This research aims to determine the influence of Brand Awareness, Brand Image, and Brand Trust on Brand Loyalty among customers of BritAma savings products in Central Jakarta. Using primary data, this research produces findings that Brand Awareness has a significant effect on Images and brand Trust but does not have a significant influence on brand loyalty. Brand Images influence the Brand Trust of a product but do not influence Brand Loyalty and other important findings. These findings are important for understanding the influence of Awareness, Brand Image, and Brand Trust on Brand Loyalty of a product.

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