Citra Merek, Nilai Persepsi, Kesadaran Merek, Kepercayaan Nasabah, dan Loyalitas Nasabah pada Perbankan Syariah

Abstract

This article investigates the impact of brand image, perceived value, and brand awareness variables on customer trust and loyalty in a framework not examined by previous researchers. This study analyzes the direct and indirect effects of brand image, perceived value, and brand awareness on customer loyalty, with customer trust as a mediating variable. The study was conducted by distributing questionnaires to 500 randomly selected West Sumatra, Indonesia respondents. This study uses SEM-AMOS. The first finding of this study is that brand image, perceived value, and brand awareness directly affect the trust of Islamic bank customers. The second finding of this study is that brand image, perceived value, and brand awareness directly and indirectly affect customer loyalty, with customer trust as a mediating variable. The suggested managerial contribution is that Islamic bank managers in Indonesia must identify the factors influencing customer trust and loyalty. The suggested managerial contribution is that Islamic bank managers in Indonesia must identify the factors influencing customer trust and loyalty.

Pengaruh Strategi Pemasaran Digital, Citra Merek, dan Loyalitas Pelanggan terhadap Kinerja Penjualan Produk Fashion di E-commerce Shopee

“…Temuan ini mengkonfirmasi hubungan yang saling berhubungan antara strategi pemasaran digital, citra merek, loyalitas pelanggan, dan kinerja penjualan untuk produk fesyen di Shopee di Indonesia (Andespa et al, 2023;Safeer & Le, 2023). Hubungan yang positif dan signifikan menekankan pentingnya rencana pemasaran digital yang dibuat dengan baik dan dieksekusi secara efektif dalam membentuk persepsi pelanggan terhadap merek Shopee (Chairunnisa & Ruswanti, 2023).…”