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Pengaruh Brand Logo Bank Syariah Indonesia Terhadap Brand Image: Perbandingan antara Brand Personality dan Halal Brand Personality
The tight competition in branding in Indonesia emphasizes the importance of implementing a good strategy. Bank Syariah Indonesia as a new brand resulting from the merger of 3 state-owned Islamic banks, also needs to devise a good marketing strategy to build its company image. One of the methods is to implement a branding strategy through its logo. Based on the theory of anthropomorphism, the brand logo of Bank Syariah Indonesia can influence its brand image, mediated by brand personality and brand familiarity. As a comparison, this study also investigates the research model if brand personality is replaced with halal brand personality. Data was gathered through online questionnaires were distributed online to user of Bank Syariah Indonesia in Indonesia and 294 questionnaires were obtained which could be analyzed. The data processing method used was structural equation modeling to find relationships between latent variable. This study found an indirect positive influence of brand logo on brand image with mediation of brand personality and brand familiarity. Although the Bank Syariah Indonesia logo brand has a positive effect on the halal brand personality, the halal brand personality cannot mediate the relationship between the brand logo and the brand image of Bank Syariah Indonesia.Ada Tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 12878 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Bisnis Islam Fakultas Ekonomi dan Bisnis Universitas Indonesia 2021 |
|---|---|
| Edisi | - |
| Subjek | Brand image Brand familiarity Brand personality Sharia bank Halal Brand Personality Brand Logo |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xiii, 322 p. ; diagr. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |