Pengaruh Faktor Anteseden terhadap Brand Equity Bank Digital

Janita, Shancia (2025) Pengaruh Faktor Anteseden terhadap Brand Equity Bank Digital. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Akselerasi perkembangan teknologi membuat masyarakat lebih memilih menggunakan layanan keuangan digital. Hal ini mendorong banyak bank untuk bertransformasi ke arah digital. Pesatnya perkembangan bank digital menyebabkan persaingan semakin ketat. Untuk memenangkan persaingan yang ketat, salah satu faktor utama yang perlu ada pada sebuah brand adalah brand equity yang kuat. Membangun brand equity yang solid mampu menimbulkan banyak manfaat untuk perusahaan, salah satunya adalah memberikan keunggulan kompetitif yang tidak mudah ditiru oleh pesaing dan memberikan manfaat yang lebih berkelanjutan. Namun, masih cukup banyak perusahaan yang belum menyadari pentingnya pengelolaan dan peningkatan brand equity, termasuk Bank XYZ. Isu yang dikaji dan menjadi perhatian pada penelitian ini adalah terkait dengan brand equity Bank XYZ. Oleh karena itu, penelitian dilakukan dengan menggunakan pendekatan Customer Based Brand Equity mengenai anteseden brand equity yang meliputi kesadaran merek (brand awareness), persepsi kualitas (perceived quality), asosiasi merek (brand association), dan loyalitas merek (brand loyalty) terhadap brand equity secara keseluruhan dengan menggunakan metode Structural Equation Modelling (SEM). Sasaran yang ingin dicapai pada penelitian ini adalah mengkaji efek anteseden brand equity terhadap brand loyalty dan brand equity secara keseluruhan melalui penerapan model Structural Equation Modelling (SEM). Studi ini juga berfokus untuk mengkaji peran brand loyalty untuk memperkuat pengaruh anteseden brand equity terhadap brand equity secara keseluruhan. Capaian yang dihasilkan dalam studi ini diharapkan dapat digunakan oleh perusahaan untuk membantu merumuskan rekomendasi agar dapat meningkatkan Brand Equityserta loyalitas pelanggan. Temuan utama yang diperoleh dalam penelitian ini adalah anteseden Brand Equity terbukti berpengaruh positif signifikan terhadap Brand Loyalty dan Brand Equity secara keseluruhan. Lebih jauh lagi, Brand Loyalty memediasi secara positif signifikan pengaruh anteseden terhadap Brand Equity. Perusahaan perlu memperkuat dan mengoptimalkan strategi yang dimilikinya untuk meningkatlan Brand Equity yang dapat dicapai dengan inisiatif untuk perbaikan dan penyempurnaan anteseden Brand Equity.
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The acceleration of technological development has led society to prefer using digital financial services. This has driven many banks to transform towards digitalization. The rapid growth of digital banking has intensified competition. To succeed in this fierce competition, one of the key factors that a brand must have is strong brand equity. Building solid brand equity can bring numerous benefits to a company, one of which is providing a competitive advantage that is not easily replicated by competitors and offering more sustainable benefits. However, many companies, including Bank XYZ, still fail to recognize the importance of managing and enhancing brand equity. The issue addressed and the focus of this research is related to the brand equity of Bank XYZ. Therefore, the research is conducted using a Customer-Based Brand Equity approach, examining the antecedents of brand equity, which include brand awareness, perceived quality, brand association, and brand loyalty, in relation to overall brand equity, using Structural Equation Modelling. The objective of this research is to assess the effects of brand equity antecedents on brand loyalty and overall brand equity through the application of the Structural Equation Modelling (SEM) model. This study also focuses on evaluating the role of brand loyalty in strengthening the influence of brand equity antecedents on overall brand equity. The findings from this study are expected to be useful for the company in formulating recommendations to enhance Brand Equity and customer loyalty. The key finding from this research is that the antecedents of Brand Equity have a significant positive influence on Brand Loyalty and overall Brand Equity. Furthermore, Brand Loyalty significantly mediates the positive influence of the antecedents on Brand Equity. The company needs to strengthen and optimize its strategies to improve Brand Equity, which can be achieved through initiatives to improve and refine the antecedents of Brand Equity.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Brand equity, brand awareness, perceived quality, brand association, brand loyalty
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing)
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Shancia Janita
Date Deposited:	04 Feb 2025 05:56
Last Modified:	04 Feb 2025 05:56
URI:	http://repository.its.ac.id/id/eprint/118089

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