The Impact of Brand Equity, Brand Trust, And Brand Image on Brand Loyalty at Bank Syariah Indonesia in Aceh Mediated by Customer Satisfaction

Amirul Azhar1*, Muhammad Adam2, & Mukhlis3
1,2,3 Management Department, Universitas Syiah Kuala, Indonesia
DOI – http://doi.org/10.37502/IJSMR.2024.71107

Full Text – PDF

Abstract

This study aims to measure the influences of Brand Equity (B-Equity), Brand Trust (B-Trust), And Brand Image (B-Image) On Brand Loyalty (B-Loyalty) at Bank Syariah Indonesia (BSI) in Aceh, mediated by customer satisfaction. The sample used in this study is BSI’s customers in Aceh, with as many as 300 customers. The data collection tool used in this study was a questionnaire. The sampling technique is non-probability sampling. This study uses PLS to determine the effect of all the variables involved. The results show that B-Equity, B-Trust, B-Image, Satisfaction, and B-Loyalty at BSI in Aceh are all positive; B-Equity, B-Trust, and B-Image have a positive and significant impact on satisfaction; B-Equity, B-Trust, and Satisfaction have a positive and significant impact on B-Loyalty at BSI in Aceh, However, B-Image does not have a positive and significant impact on B-Loyalty; Satisfaction partially mediates the B-Equity and B-Trust effect on B-Loyalty; and Satisfaction fully mediates the B-Image effect on B-Loyalty at BSI in Aceh. This full mediation means that B-Image affects B-Loyalty only through satisfaction.

Keywords: Brand Equity, Brand Trust, Brand Image, Customer Satisfaction, and Brand Loyalty

References

  • Ali, M., Lubis, P. H., Djalil, M. A., & Utami, S. (2020). The Influence of Brand Trust and Product Quality on Customer Satisfaction and Its Implication on Consumer Loyalty at the Branch office of Pt. Bank Indonesia (Persero) Tbk. Banda Aceh, Indonesia. East African Scholars Journal of Economics, Business and Management, 3(4), 277–282. https://doi.org/10.36349/EASJEBM.2020.v03i04.001
  • Baskara, I. P., & Hariyadi, G. T. (2014). Analisis Pengaruh Kepercayaan, Keamanan, Kualitas Pelayanan Dan Persepsi Akan Resiko Terhadap Keputusan Pembelian Melalui Situs Jejaring Sosial (Social Networking Websites) (Studi Pada Mahasiswa Di Kota Semarang). Universitas Dian Nuswantoro.
  • Delgado‐Ballester, E., & Munuera‐Alemán, J. L. (2001). Brand trust in the context of consumer loyalty. European Journal of Marketing, 35(11), 1238–1258. https://doi.org/10.1108/EUM0000000006475
  • Durianto, D., Sugiarto, & Sitinjak, T. (2004). Strategi Menaklukkan Pasar: Melalui Riset Ekuitas dan Perilaku Merek. Jakarta: Gramedia Pustaka Utama.
  • Fahmi, T., Lubis, P. H., & Chan, S. (2020). Brand Trust, Service Quality, Customer Satisfaction and Customer Loyalty of Bank Mandiri Banda Aceh. International Journal of Scientific and Management Research, 3(3), 1–7.
  • Fatema, M., Azad, M. A. K., & Masum, A. K. M. (2013). Impact of Brand Image and Brand Loyalty in Measuring Brand Equity of Islami Bank Bangladesh Ltd. Asian Business Review, Asian Business Consortium, 2(1), 42–46.
  • Julander, C.-R., & Söderlund, M. (2003). Effects of Switching Barriers on Satisfaction, Repurchase Intentions and Attitudinal Loyalty (No. No. 2003:1). Stockholm, Sweden.
  • Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). Pearson Education.
  • Kotler, P., & Keller, K. L. (2018). Marketing Management, Global Edition (15th editi). Harlow, United Kingdom: Pearson.
  • Lau, G. T., & Lee, S. H. (1999). Consumers’ Trust in a Brand and the Link to Brand Loyalty. Journal of Market-Focused Management, 4(4), 341–370.
  • Nam, J., Ekinci, Y., & Whyatt, G. (2011). Brand equity, brand loyalty and consumer satisfaction. Annals of Tourism Research, 38(3), 1009–1030. https://doi.org/10.1016/j.annals.2011.01.015
  • Nurdiana, I. (2012). Brand Equity, Kepuasan dan Loyalitas Pelanggan Sepeda Motor Honda di Kabupaten Malang. Jurnal Ekonomi Bisnis, 17(1), 57–66.
  • Silaen, C. A. (2015). Pengaruh Brand Image Dan Customer Satisfaction Terhadap Switching Barrier pada PT Bank Mutiara (Tbk) Cabang Medan Putri Hijau. Universitas Sumatera Utara.
  • Trista, N. L., Prihatini, A. E., & Saryadi. (2013). Pengaruh Citra Merek (Brand Image) Dan Kepercayaan Merek (Brand Trust) Terhadap Keputusan Toyota Avanza Di Kota Semarang. Jurnal Ilmu Administrasi Bisnis S1 Undip, 2(2), 21–28.