Dampak Manfaat Logo Merek di Sektor Perbankan
Keywords:
Ideal Self-Image Congruence, Commitment, Brand Logo Benefit, Word Of Mouth, Actual Self-Image Congruence, Purchase Decision
AbstractPenelitian ini bertujuan untuk mengisi kesenjangan pengetahuan yang ada, dengan mengeksplorasi keterkaitan antara self-image congruence, brand logo benefit, commitment dan word of mouth terhadap purchase decision. Pengumpulan data dilakukan secara daring dengan menggunakan skala Likert. Populasi pada penelitian ini adalah nasabah di Bank BJB, dengan total responden sebanyak 165 orang. Metode penelitian yang digunakan adalah penelitian kuantitatif dengan analisis SEM Lisrel. Hasil penelitian ini, dapat disimpulkan bahwa actual self-image congruence dan ideal self-image congruence memiliki pengaruh terhadap brand logo benefit. Selain itu, actual self-image congruence, ideal self-image congruence dan brand logo benefit mempengaruhi commitment. Selanjutnya, actual self-image congruence, ideal self-image congruence dan brand logo benefit juga memiliki pengaruh terhadap word of mouth. Selanjutnya, word of mouth memiliki pengaruh terhadap purchase decision. Dalam konteks industri perbankan., penelitian ini menekankan pentingnya meningkatkan keuntungan logo merek dalam sektor industry perbankan. Penelitian ini memberikan kontribusi dalam pemahaman tentang actual self-image congruence, ideal self-image congruence, commitment, brand logo benefit, word of mouth, dan purchase decision dalam konteks industri perbankan di Indonesia. Implikasi praktis dari penelitian ini adalah perusahaan dapat mengembangkan strategi pemasaran yang lebih efektif dan berfokus pada membangun hubungan yang positif dengan konsumen, yang pada gilirannya dapat meningkatkan loyalitas dan kepercayaan konsumen terhadap merek. Penelitian selanjutnya dapat memperluas cakupan variabel dan sampel yang lebih luas untuk memperdalam pemahaman tentang faktor-faktor yang mempengaruhi keuntungan dari logo merek dalam industri perbankan pada masyarakat Indonesia. Downloads
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Published
2023-09-30
Section
Articles
How to Cite
Fitri, N., Atmaja, D. R., Rojuaniah, R., Hafidz, I. L. H., & Trianda, F. (2023). Dampak Manfaat Logo Merek di Sektor Perbankan. Jurnal Informatika Ekonomi Bisnis, 5(3), 852-858. https://doi.org/10.37034/infeb.v5i4.672
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