Determinan Brand Equity dan Efektivitas Branding Aplikasi Bank BUMN dalam Meningkatkan Loyalitas Pengguna

Dani, Rizky Try Rachma Dani (2026) Determinan Brand Equity dan Efektivitas Branding Aplikasi Bank BUMN dalam Meningkatkan Loyalitas Pengguna. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pesatnya digitalisasi dalam industri perbankan mendorong bank-bank milik negara (Bank BUMN) di Indonesia untuk berinovasi melalui pengembangan aplikasi mobile banking sebagai wajah utama layanan digital mereka. Aplikasi seperti Livin’ by Mandiri, BRImo, Wondr, Balé, dan Byond tidak hanya berfungsi sebagai sarana transaksi, tetapi juga sebagai representasi brand di era persaingan digital yang semakin kompetitif. Meskipun terjadi pertumbuhan pesat dalam adopsi aplikasi perbankan di antara bank BUMN, perbedaan loyalitas pengguna di berbagai aplikasi menunjukkan pembentukan brand equity yang tidak merata. Penelitian ini juga selaras dengan upaya dalam pencapaian Sustainable Development Goals (SDGs). Penelitian ini bertujuan untuk mengidentifikasi pengaruh dari brand awareness, brand associations, perceived quality, dan brand loyalty dalam pembentukan brand equity pada aplikasi mobile banking milik Bank BUMN. Kemudian, memastikan pengaruh dari brand equity sebagai mediator dapat meningkatkan efektivitas strategi branding yang dijalankan oleh setiap Bank BUMN. Studi ini difokuskan pada pengguna aktif aplikasi dari lima Bank BUMN di Indonesia dalam rentang usia produktif 18–55 tahun. Penelitian ini menggunakan pendekatan kuantitatif dengan penggunaan instrumen berupa angket, serta analisis data yang dilakukan secara statistik. Hasil penelitian menunjukkan bahwa brand awareness, brand associations, perceived quality, dan brand loyalty memiliki peran penting dalam membentuk brand equity aplikasi perbankan milik Bank BUMN. Brand equity yang kuat ini selanjutnya terbukti mampu meningkatkan efektivitas strategi branding yang dijalankan. Secara keseluruhan, temuan penelitian ini menegaskan bahwa keberhasilan branding digital Bank BUMN sangat bergantung pada kekuatan brand equity, yang pada akhirnya mendorong terbentuknya loyalitas pengguna dalam penggunaan aplikasi perbankan digital.
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The rapid digitalization of the banking industry has encouraged state-owned banks in Indonesia to innovate through the development of mobile banking applications as the main face of their digital services. Applications such as Livin' by Mandiri, BRImo, Wondr, Balé, and Byond not only function as a means of transaction, but also as a representation of the brand in an increasingly competitive digital era. Despite the rapid growth in banking application adoption among state-owned banks, differences in user loyalty across applications indicate uneven brand equity formation. This research is also aligned with efforts to achieve the Sustainable Development Goals (SDGs). This study aims to identify the influence of brand awareness, brand association, perceived quality, and brand loyalty on the formation of brand equity state-owned banks’ mobile banking applications. Furthermore, it ensures the influence of brand equity as a mediator can increase the effectiveness of branding strategies implemented by each state-owned bank.The study focuses on active users of applications from five state-owned banks in Indonesia within the productive age range of 18–55 years. This research employs a quantitative approach using a questionnaire as an instrument, along with statistical data analysis. The results showed that brand awareness, brand association, perceived quality, and brand loyalty play a significant role in shaping the brand equity of banking apps owned by state-owned banks. This strong brand equity has subsequently been proven to increase the effectiveness of the implemented branding strategy. Overall, the findings of this study confirm that the success of state-owned banks' digital branding is highly dependent on strong brand equity, which ultimately drives user loyalty in using digital banking application.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Brand Equity, Strategi Branding, Mobile Banking, Digital Branding, Bank BUMN, SEM-PLS Brand Equity, Branding Strategy, Mobile Banking, Digital Branding, State-Owned Bank, SEM-PLS
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing 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:	Rizky Try Rachma Dani
Date Deposited:	27 Jan 2026 01:37
Last Modified:	27 Jan 2026 01:37
URI:	http://repository.its.ac.id/id/eprint/130646

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