PENGARUH BRAND PERSONALITY TERHADAP BRAND EMOTIONAL BOND PADA NASABAH TABUNGAN BANK MUAMALAT DI KOTA BANDUNG

Farhan Aziz, - (2018) PENGARUH BRAND PERSONALITY TERHADAP BRAND EMOTIONAL BOND PADA NASABAH TABUNGAN BANK MUAMALAT DI KOTA BANDUNG. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Di Indonesia, Bank Muamalat merupakan perbankan syariah pertama yang muncul pada tahun 1991 sekaligus menjadi pelopor perbankan syariah di Indonesia. Meskipun begitu, ternyata menjadi pelopor perbankan syariah di Indonesia tidak menjadikan Bank Muamalat sebagai top brand index Indonesia khususnya pada produk tabungan, terhitung sejak tahun 2012 hingga 2018 merek dari Bank Muamalat tidak pernah menjadi pemuncak top brand Index Indonesia. Banyak penelitian yang menjelaskan bahwa banyak merek top dunia yang menggunakan peran emosional konsumen sebagai pendorong utama strategi merek mereka. Berdasarkan hal tersebut penelitian ini bertujuan untuk menganalisis brand emotional bond yang ada pada Bank Muamalat, serta meneliti faktor yang dapat mempengaruhinya secara positif dan signifikan khususnya adalah Brand Personality. Dalam penelitian ini peneliti akan melihat gambaran brand personality dan brand emotional bond serta sejauh mana variabel brand personality mempengaruhi brand emotional bond pada Bank Muamalat di Kota Bandung. Metode penelitian yang digunakan adalah deskriptif verifikatif serta hasil penelitian ini menunjukkan adanya pengaruh yang positif dan signifikan. ;---In Indonesia, Bank Muamalat is the first Islamic Bank that was born in 1991 as well as a pioneer of sharia banking in Indonesia. Even so, it turns out that the pioneer of sharia banking in Indonesia doesn’t make Bank Muamalat as Indonesia's top brand index especially in savings products, since 2012 until 2018 the brand from Bank Muamalat never became the top of Index Indonesia brand. Many studies have suggested that many top world brands are using emotional styles as a driver of their brand strategy. Therefore, this study aims to analyze the existing emotional ties in Bank Muamalat, as well as factors that can influence it significantly and its significance is Brand Personality. In this research the researcher will see how the brand personality and brand emotional bond and determine which brand personality variable influence the brand emotional bond at Bank Muamalat in Bandung City. The research method used is descriptive verification and the results of this study indicate a positive and significant influence.

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Official URL: http://repository.upi.edu
Item Type: Thesis (S1)
Additional Information: No. Panggil : S PEM FAR p-2018; Pembimbing : I. Ayu Krishna, II. Adde Adib; NIM. : 1406035.
Uncontrolled Keywords: Perbankan Syariah, Brand, Brand Personality, Brand Emotional Bond, Islamic Bank, Brand, Brand Personality, Brand Emotional Bond.
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User: Isma Anggini Saktiani
Date Deposited: 24 Jul 2019 02:53
Last Modified: 24 Jul 2019 02:53
URI: http://repository.upi.edu/id/eprint/36200

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