Efek: Brand image, brand awareness, dan experiental marketing terhadap loyalitas nasabah: Bank Muamalat Kota Malang

Adawiyah, Sofi and Hasan, Irmayanti ORCID: https://orcid.org/0000-0001-7021-4483 (2024) Efek: Brand image, brand awareness, dan experiental marketing terhadap loyalitas nasabah: Bank Muamalat Kota Malang. RESLAJ: Religion Education Social Laa Roiba Journal, 6 (8). pp. 3900-3917. ISSN 2656-4691

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Abstract

This research aims to determine the effect of brand image, brand awareness, and experiential marketing on customer loyalty (Bank Muamalat, Malang City). The type of research used is quantitative research. The data collection method uses a questionnaire. The sampling technique used was non-probability sampling with a sample size of 130 people. The analysis technique used is multiple linear regression. Based on the research results, it can be concluded that brand image partially has no effect on customer loyalty of Bank Muamalat, Malang City, brand awareness has an effect on customer loyalty of Bank Muamalat, Malang City, experiential marketing has an effect on customer loyalty of Bank Muamalat, Malang City, and simultaneously, brand image, brand awareness and experiential marketing influence customer loyalty at Bank Mumalata, Malang City.

Item Type:	Journal Article
Keywords:	brand image; brand awareness; experiental marketing; islamic banking
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations) 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150504 Marketing Measurement 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150505 Marketing Research Methodology
Divisions:	Faculty of Economics > Department of Islamic Banking
Depositing User:	Irmayanti Hasan
Date Deposited:	02 Sep 2024 11:31

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