The Impact of Brand Equity and Customer Satisfaction on Bank Customer Loyalty
Fariz Achmad Fauzan (a*), Heny Hendrayati (b)
a) Sekolah Pascasarjana, Universitas Pendidikan Indonesia
Jl. DR. Setiabudi No.229, Isola, Kec. Sukasari, Kota Bandung, Jawa Barat 40154
*farizachmadfauzan[at]gmail.com
b) Sekolah Pascasarjana, Fakultas Manajemen, Universitas Pendidikan Indonesia
Abstract
The current condition of customers is that they are getting smarter, price conscious, demanding, less forgiving, and approached by many products, as well as in the banking industry. The aim of this study is to find out how the contribution of brand equity and customer satisfaction to customer loyalty of BUMD banks. The research method used is descriptive method and verification method. The population in this study was 4192, and the sample was 110. Meanwhile, data collection was carried out by observation, interviews and questionnaires to obtain primary data. Multiple linear regression analysis was used in this study to analyze data statistically. The results of multiple regression studies indicate that brand equity variables and customer satisfaction have a significant contribution to loyalty. Therefore, companies must be able to maintain the existing clients/customers seen from various factors, thus the company will get sustainable value in carrying out its business activities. The hypothesis proposed in this study is brand equity and positive and significant customer satisfaction to the loyalty of BUMD Bank customers can be accepted. Further study can be carried out by perceiving other factors that have contributions in customer loyalty.
Keywords: Brand Equity, Customer Satisfaction, Loyalty, Bank.
Topic: Marketing Management