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All Journal JURNAL PEMBANGUNAN DAN KEUANGAN DAERAH JURNAL EMBA : JURNAL RISET EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI JURNAL ADMINISTRASI BISNIS Wacana, Jurnal Sosial dan Humaniora JURNAL LPPM BIDANG EKOSOSBUDKUM Journal of Asean Studies on Maritime Issues IJHCM (International Journal of Human Capital Management) Jurnal Ilmiah Al-Syir'ah JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) Vivabio : Jurnal Pengabdian Multidisiplin International Journal of Applied Business and International Management Journal of International Conference Proceedings IJEFSD
Paulus Kindangen
Universitas Sam Ratulangi
Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences

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The Influence of Perceived Quality, Brand Equity, Brand Image and Brand Trust on Customer Brand Loyalty (Study at Sulutgo Bank in Manado City) Adolf, Nanlohy Jay; Kindangen, Paulus; Saerang, Ivonne Stanley
International Journal on Economics, Finance and Sustainable Development (IJEFSD) Vol. 5 No. 2 (2023): International Journal on Economics, Finance and Sustainable Development (IJEFSD
Publisher : Research Parks Publishers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31149/ijefsd.v5i2.4030

Abstract

The phenomena or problems that exist so that this research is raised are due to the rise of skimming banking crimes or acts of theft of information or breaking into accounts by illegally copying data contained on the magnetic stripe of credit or debit cards. This was experienced by a customer from SulutGo bank some time ago.This can have an impact on the condition of SulutGo Bank because when customers do not feel comfortable and safe, customers are no longer loyal. This study aims to determine the effect of perceived quality, brand equity, brand image and brand trust on brand loyalty. The analytical method used is multiple linear regression. The results of the hypothesis test found that simultaneously perceived quality, brand equity, brand image and brand trust on brand loyalty, but partially perceived quality has no effect on brand loyalty. The result of the correlation coefficient or R is 0.560, this indicates that the influence between perceived quality (X1), brand equity (X2), brand image (X3) and brand trust (X4) to brand loyalty (Y) for Bank Sulutgo customers, the main branch in Manado City, has a moderate relationship of 56%. It can also be seen that the results of the coefficient of determination or R square (r2) is 0.612 which indicates that 61.2% of brand loyalty (Y) is influenced by perceived quality (X1), brand equity (X2), brand image (X3) and brand trust (X4). ) while the remaining 38.8% is influenced by other variables not examined in this study. For the Sulutgo bank, the main branch in Manado City, to pay more attention to factors such as perceived quality, brand equity, brand image and brand trust.
Co-Authors Adelina Agnes Lapian, Adelina Agnes Adolf, Nanlohy Jay Agus Suman Alfa Ryan Oroh Anderson Kumenaung Andrea Kalesaran Andro Tumbelaka, Andro Angela Nirmala Maria Lumi Arie, Fitty V. Arrazi Bin Hasan Jan Arrazi Hasan Jan, Arrazi Hasan Asnawi, Ratnajati Atalya Friska Makapia Billy Firman Manope Bode Lumanouw Brigitta Febiola Saniska Magdalena Atotoy Caecilia, Pijoh Meliani Carolus Paulus Paruntu Catherine Christiani Pandeiroot Christmas T. Nauli Siregar Daisy S.M. Engka, Daisy S.M. Damo, Tiara Theresia Dareho, Maykel P. David Peter Rotinsulu Dewi Susita Diandra Gratia Sumanti Djamali, Radjab Djamaluddin, Reza . Durian, Rivicky P. Een N. Walewangko, Een N. Een Novritha Walewangko, Een Novritha Elce Yuliana Sumangkut, Elce Yuliana Emilia Gunawan Emilia M Gunawan Emilia M. Gunawan Emilia M. Gunawan Emilia Margareth Gunawan Emor, Desinta Ephifania Sartje Louisa Bagau Erdiansyah Wuniarto Farlane S. Rumokoy Ferdinand J Tumewu Ferdinand J. Tumewu Ferdinand J. Tumewu Ferdinand Tumewu Ferdinand Tumewu Fitty Valdi Arie, Fitty Valdi Frederik G. Worang, Frederik G. Frederik Worang Gaghana, Ramona L. Gaghana, Ramona Leny George M.V. Kawung, George M.V. Ghiffari, Muhammad Fadhlan Gosal, Elsie Hanna Elisabeth Grace Sumbung Greis Sendouw Greydi Normala Sari Gultom, Helvine Gunawan, Emilia M. Hendra Tawas Hermawan, Tulus Hosea, Sheila S. Indrie D. Palandeng Indrie Debbie Palandeng Inri Hana Menajang Irvan Trang Ita Pingkan Rorong J.F. Alfa Tumbuan Jacky S. B. Sumarauw Jacobus, Elvira Handayani Jeify Lioni Agustin Suwuh Jessy J. Pondaag Jessy J. Pondaag Jessy jousina Pondaag Johan Tumiwa Jolyanis Lainawa Joubert B. Maramis Julio Lawren Rumokoy Kaat, Marsye H Kaban, Zakariya U. Kalangi, Johnny A. F Karuntu, Merlin M. Katili, Kristian KAWUNG, GEORGE M.V Keles Dikna Maria, Keles Dikna Kesya Waha Kezia T. I Tumundo Kimberly Virgin Langie Kliwon Hidayat Kojo, Abrian Imanuel Kojo, Christoffel . Koleangan, Rosalina A.M Kotambunan, Tabita Olivia KOYONGIAN, CHRISTIAN LENDY Kurnala, Kevin . Lainawa, Jolyanis Lalamentik, Agnes Adelvin Lapong, Peggy R. Lengkong, Victor Limpong, Estela Isabelita Evita Liow, Meilany S.D Liow, Meilany S.D. Lonteng, Ekaristi Lucky Dotulong Lumanouw, Bode Lumy, Denny G. Lumy, Denny George Madjegu, Mahdalena S. Magdalena Wullur Makanoneng, Sherly Grace Mandagi, Trully Syanne Welmina Mandey, Verel R Mangundap, Hizkia Toar Manoppo, Elvieta Mantiri, Ekklesia A. Manuel, Angelia J. Maria Tielung Maria V. J. Tielung Maringka, Marko Luis Flein Masikome, Melkiur Johanis Masinambow, Vecky A. J. Masinambow, Vecky A.J Masinambow, Vecky A.J. Mawati, Maria K. Mawei, Priskila Firsty Mawu, Fitri Valentine Melmambessy, Thiopillo . Merinda H. Ch. Pandowo Merlyn Karuntu Michael Yehudavid Jabbar Miracle Bernadus Mirah, Meyvi Rine Morissa Wongkar Mumek, Archiko R Natalia V. P. Wurarah Nikolas Fajar Wuryaningrat Nurhayati, Laily Nurul Winarno Oktaviani, Lilis Oley, Octavio P. Y Omega, Gabriel Priskilla Oroh, Cliff R. Pangemanan, Renny Hermina Pangow, Laurel F. E. Pantas, Oldri O. Pelengkahu, Syaloom Syenny Pio, Tirsa Petra Pogaga, Stella Grace Ira Pojoh, Lourina S.A. Pondaag, Jessy J Pongoh, Andreas D. Pradipta Mandasari Parasan PRATAMA, RISKY Pricilia Sumarmo Putra, Ferdinan Eka Putra Eka Rarun, Kanisius Rattu, Cristian Naftaly Rauan, Celina M. T. C Regina Trifena Saerang Regina Trifena Saerang Revydo Takasihaeng Rita Taroreh Rogi, Mira H Rogi, Mira Helen Rorong, Ita Pingkan Fasnie Rosalina A.M. Koleangan, Rosalina A.M. Rotinsulu, Bill G. Rotinsulu, Debby Ch. Rotinsulu, Eve Abrillia Samanta Rotinsulu, Tri Oldi Rudy Wenas Rumengan, Natasya S. Rungkat, Jeine Silvane Saerang, Ivonne Stanley Saerang, Regina T. Sambuaga, Resa . Sampit, Maria M.I Sasiang, Bryan Jonathan Kevin Sendouw, Greis Sengkey, Clara J. Shinta J. C. Wangke Shinta J.C. Wangke Shinta Wangke, Shinta Siahaan, Karina . SONDAKH, CHRISTIAAN VICTOR Sumayow, Prenal Jason Filemon Talangamin, Olvy Beatriks Tamburian, Aprilia Tampatty, Reivita E. Taroreh, Claudia T. Tasik, Hizika H.D. Tasik, Hizkia . Tielung, Maria . Tika Silvana Tintingon, Glorya p. Tirajoh, Watson J. Tiwa, Angel Syerina Togas, Pricella T. Tombokan, Pingkan Enggelina Torar, Fanny Torongkang, Andre Marsel Tri Oldi Rotinsulu Tri Oldy Rotinsulu Triska Prisilia Rawung Trivena, Koroh Lavenia Tumatar, Carenina A. Tumbuan, J.F. Alfa Tumbuan, Willem J. F. A. Tumbuan, Willem J.F.A. Tumewu, Ferdinand . Tumiwa, Johan . Tumiwa, Johan . Twice Seisy Oumuro Pinontoan Umboh, Chandra C. Vanya Monica Debora Frans Venesia Rasuh Vistasusiyanti, Vistasusiyanti Walintukan, Veybe Watulingas, Christofel A.S. Watulingas, Christofel Alvonsus Supit Wehantouw, Denny Valentino Wilar, Ariance Willem J.F.A Tumbuan Wiwin Anggriani Salawali Woran, Hani Jodi Wowor, Bomantara M. E. Wowor, Lingkan Theofhani Yantje Uhing Yesonnia Gabriella Mamelas Yessica Dian Oktriyani Kalesaran Zainudin Hilimi