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All Journal Jesya (Jurnal Ekonomi dan Ekonomi Syariah)
Yudi Fernando
Universiti Malaysia Pahang, Malaysia
Decision Sciences, Operations Research & Management

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Citra Merek, Nilai Persepsi, Kesadaran Merek, Kepercayaan Nasabah, dan Loyalitas Nasabah pada Perbankan Syariah Roni Andespa; Yulia Hendri Yeni; Yudi Fernando; Dessy Kurnia Sari
Jesya (Jurnal Ekonomi dan Ekonomi Syariah) Vol 6 No 2 (2023): Article Research Volume 6 Number 2, Juni 2023
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi Al-Washliyah Sibolga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36778/jesya.v6i2.1266

Abstract

This article investigates the impact of brand image, perceived value, and brand awareness variables on customer trust and loyalty in a framework not examined by previous researchers. This study analyzes the direct and indirect effects of brand image, perceived value, and brand awareness on customer loyalty, with customer trust as a mediating variable. The study was conducted by distributing questionnaires to 500 randomly selected West Sumatra, Indonesia respondents. This study uses SEM-AMOS. The first finding of this study is that brand image, perceived value, and brand awareness directly affect the trust of Islamic bank customers. The second finding of this study is that brand image, perceived value, and brand awareness directly and indirectly affect customer loyalty, with customer trust as a mediating variable. The suggested managerial contribution is that Islamic bank managers in Indonesia must identify the factors influencing customer trust and loyalty. The suggested managerial contribution is that Islamic bank managers in Indonesia must identify the factors influencing customer trust and loyalty.
Co-Authors Roni Andespa Sari, Dessy Kurnia Yulia Hendri Yeni