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All Journal MIX : Jurnal Ilmiah Manajemen Jurnal Manajemen & Keuangan JMM UNRAM (Jurnal Magister Manajemen Universitas Mataram) Target : Jurnal Manajemen Bisnis Jurnal Begawe Teknologi Informasi Jurnal Ilmiah Pengabdian dan Inovasi
Raden Bagus Faizal Irany Sidharta
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Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Social Sciences Other

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Journal : MIX : Jurnal Ilmiah Manajemen

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PURCHASE INTENTION PADA PRODUK BANK SYARIAH DITINJAU DARI BRAND AWARENESS DAN BRAND IMAGE DENGAN TRUST SEBAGAI VARIABEL MEDIASI Raden Bagus Faizal Irany Sidharta; Ni Luh Ariningsih Sari; Wayan Suwandha
MIX: JURNAL ILMIAH MANAJEMEN Vol 8, No 3 (2018): MIX: Jurnal Ilmiah Manajemen
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (253.413 KB) | DOI: 10.22441/mix.2018.v8i3.007

Abstract

Research aim to analyze influence of 1) Brand Awareness on Trust, 2) Brand Image on Trust, 3) Brand Awareness on Purchase Intention, 4) Brand Image on Purchase Intention, 5) Trust on Purchase Intention, 6) Brand awareness on Purchase Intention through Trust, 7) Brand image on Purchase Intention through Trust on sharia bank product. Sample has taken by using purposive sampling technique with 328 respondents. Data analysis technique used is Path Analysis. The research showed that brand awareness has positive and not significant effect on trust, brand image has positive and significant effect on trust, brand awareness has positive and significant effect on purchase intention, brand image has positive and significant effect on purchase intention, trust has positive and significant effect on purchase intention, brand awareness has not significant effect on purchase intention through trust, brand image has significant effect on purchase intention through trust. The implication of this research would benefit to the management of sharia banking to formulating strategy for increasing market share of sharia banking in Indonesia.
Co-Authors Arik Aranta Ayu Dasriani, Ni Gusti Baiq Dinna Widiyasti Bintang Rizki Maulana Felicia Natalie Fedrich Ibrahim, Isra Dewi Kuntary Irwan Cahyadi Josman, Lady Faerrosa Muhammad Khaidar Rahman Ni Luh Ariningsih Sari Noni Kezia Marchyta Rini Anggriani Rini Anggriani rodhi, mohammad najib Wayan Suwandha Zahrah