Pengaruh Brand Equity Terhadap Loyalitas Nasabah Bank (Studi Kasus Bank UOB Head Office)

Authors

  • Patar Pahalatua Beatrik Parhusip Harapan Bangsa Business School
  • Tongam Sirait Harapan Bangsa Business School

Abstract

Abstract- Currently the growing of the banking is very accelerating. Many bank compete from various aspects to be number 1 (one), in order to win the hearts of customers in Indonesia. One of them is UOB Bank, which has become one of the leading banks in ASEAN, including Indonesia. Bank UOB is also one of the biggest foreign banks currently in Indonesia. A brand, in this case UOB Bank, is required to have high equity so that its customers can eventually be loyal. This study aims to see and analyze the influence of brand equity and customer loyalty on UOB bank selection decisions. This study uses quantitative methods, data analysis techniques used are descriptive analysis, and multiple linear regression analysis. The population in this study were 50 UOB bank customer respondents in the head office who were active in transactions. The independent variable in this study is Brand Equity. The dependent variable in this study is customer loyalty.

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Published

2024-09-03

Issue

Vol. 8 No. 2 (2023): Journal of Accounting and Business Studies (JABS)

Section

Articles

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