PENGARUH BRAND IMAGE TERHADAP LOYALITAS PELANGGAN DI PT.MAYBANK INDONESIA FINANCE CABANG JAKARTA PUSAT

RAMADANTI, PUSPITA (2024) PENGARUH BRAND IMAGE TERHADAP LOYALITAS PELANGGAN DI PT.MAYBANK INDONESIA FINANCE CABANG JAKARTA PUSAT. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Brand Image is a very important thing that must be considered by companies as market players, because through a good brand image it will create emotional values in consumers. Brand image is one of the factors to generate customer loyalty to a particular brand of the product offered, where in today's highly competitive business competition, the survival of the company depends on loyal customers. Customers are an important factor that must be considered by the company, because customers are assets that can determine the success of achieving company goals. This study aims to analyze the effect of Brand Image on customer loyalty at PT Maybank Indonesia Finance in the Central Jakarta branch. This study uses a positivism paradigm with an explanatory research type and the method used is survey research on customers of PT.Maybank Indonesia Finance Central Jakarta. The concepts taken are Brand Image (Kotler and Keller) and loyalty (Gremler and Brown). The results showed that based on the results of testing the effect of Brand Image on customer loyalty at PT.Maybank Indonesia Finance, Central Jakarta branch resulted in a correlation value of 74.3% with a positive value. This means that there is a partially significant relationship with a strong and unidirectional level of relationship between the influence of Brand Image and loyalty based on the results of simple linear regression calculations. Keywords: Brand Image, Loyalty Brand Image menjadi hal yang sangat penting yang harus diperhatikan oleh perusahaan selaku pelaku pasar, karena melalui citra merek yang baik akan menimbulkan nilai-nilai emosional pada diri konsumen. Brand image merupakan salah satu faktor untuk membangkitkan loyalitas pelanggan terhadap suatu merek tertentu dari produk yang ditawarkan, dimana dalam persaingan bisnis yang sangat kompetitif saat ini, kelangsungan hidup perusahaan tergantung pada pelanggan yang setia (loyal). Pelanggan merupakan faktor penting yang harus diperhatikan oleh perusahaan, karena pelanggan merupakan aset yang dapat menentukan keberhasilan untuk mencapai tujuan perusahaan. Penelitian ini bertujuan untuk menganalisis Pengaruh Brand Image terhadap loyalitas pelanggan di PT.Maybank Indonesia Finance di cabang Jakarta Pusat. Dalam penelitian ini menggunakan paradigma positivisme dengan tipe penelitian eksplanatif dan metode yang digunakan adalah penelitian survey pada customer PT.Maybank Indonesia Finance Jakarta Pusat. Konsep yang diambil adalah Brand Image (Kotler dan keller) dan loyalitas (Gremler dan Brown). Hasil penelitian menunjukan bahwa berdasarkan hasil pengujian Pengaruh Brand Image terhadap loyalitas pelanggan di PT.Maybank Indonesia Finance cabang Jakarta Pusat menghasilkan nilai korelasi sebesar 74,3% dengan nilai positif. Artinya ada hubungan yang signifikan secara parsial dengan tingkat hubungan yang kuat dan searah antara pengaruh Brand Image dengan loyalitas Berdasarkan hasil perhitungan regresi linear sederhana. Key words : Brand Image, Loyalitas

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