文章基本信息

标题：Brand loyalty and brand equity for the Werdhi Sedana People's Credit Bank regional company, Gianyar Regency
本地全文：下载
作者：Dewa Ayu Dwilis Ringsing Brahmanda ; Anak Agung Putu Agung ; Anik Yuesti 等
期刊名称：Laplage em Revista
电子版ISSN：2446-6220
出版年度：2020
卷号：6
期号：EXTRA-B
DOI：10.24115/S2446-622020206Extra-B663p.239-255
语种：English
出版社：Universidade Federal de São Carlos - UFSCar/Sorocaba
摘要：This study aims to examine and analyze the variables brand image, brand trust, brand loyalty and brand equity. This research was conducted at the Werdhi Sedana People's Credit Bank Regional Company, Gianyar Regency. The research population was all customers of the Werdhi Sedana People's Credit Bank Regional Company Savings and Deposits, Gianyar Regency, totaling 14,862 customers, the sample used was 99 customers with the proportionate sampling method. All data obtained from distributing questionnaires is suitable for use, then analyzed using a structural equation model based on analysis of variance known as Partial Least Square (PLS). The results showed that brand image has a negative and insignificant effect on brand loyalty.