Pengaruh Brand Awarness, Brand Image dan Media Comunication terhadap keputusan Nasabah Tabungan Impian di bank BRI Syariah KCP Tanjungsari

ABSTRACT

Yanyan Suryana, 2018. The Influence of Brand Awarness, Brand Image and Communication Media on the Decision of Tabungan Impian at BRI Syariah KCP Tanjungsari, Thesis. STIBANK Al Ma'soem Islamic Banking Department Bandung. Advisor: Ida Rapida, Dra., M.M. Thesis, Chapter 1-5 117 pages, 10 attachments. 

One way the company can survive the crisis in the global market and so that its products are known to consumers is by creating a brand that is known (brand awareness) and can convince potential buyers (brand image) and is supported by media communication (media communication) that convinces consumers to buying decision. 

This study aims to find out how much influence Brand Awarness, Brand Image and Media Communication has on the Decision of Dream Savings Customers at BRI Syariah Bank KCP Tanjungsari. The method used is quantitative associative method, so a questionnaire is needed to find out customer responses. The data needed is primary data that is processed using IBM SPSS Statistics 23 application, the authors also get data from the theory of experts.

The results of this study partially show that Brand Awarness has an effect of 68.5% and Brand Image has an effect of 67.1% on Customer Decisions, whereas media communication has no influence on customer decisions. 

As for brand awareness simultaneously, brand image, and media communication have an effect of 72.4% on Tabungan Impian customer decisions at BRI Syariah KCP Tanjungsari Bank, while the remaining 27.6% is influenced by variables not explained in this study. 

Keywords: Brand Awarness, Brand Image, Media Communication, Customer Decision

ABSTRAK

Yanyan Suryana, 2018. Pengaruh Brand Awarness, Brand Image dan Media Comunication terhadap keputusan Nasabah Tabungan Impian di bank BRI Syariah KCP Tanjungsari, Skripsi. Jurusan Perbankan Syariah STIBANK Al Ma’soem Bandung. Pembimbing: Ida Rapida, Dra., M.M. Skripsi, Bab I-V 114 halaman,4 lampiran.  

Salah satu cara perusahaan agar dapat bertahan dari krisis di pasar global dan agar produknya dikenal konsumen adalah dengan menciptakan merek yang dikenal (brand awareness) serta bisa meyakinkan calon pembeli (brand image) dan didukung dengan media komunikasi (media communication) yang meyakinkan konsumen untuk melakukan keputusan pembelian.

Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh Brand Awarness, Brand Image dan Media Comunication terhadap Keputusan Nasabah Tabungan Impian di Bank BRI Syariah KCP Tanjungsari. Metode yang digunakan adalah metode asosiatif kuantitatif, sehingga diperlukan kuesioner untuk mengetahui tanggapan nasabah. Data yang dibutuhkan adalah data primer yang diolah dengan menggunakan aplikasi IBM SPSS Statistic 23,  penulis juga mendapat data-data dari teori para ahli. 

Hasil penelitian ini secara parsial menunjukan bahwa Brand Awarness,berpengaruh sebesar 68,5% dan  Brand Image berpengaruh sebesar 67,1% terhadap Keputusan Nasabah, sedangkan media communication tidak mempunyai pengaruh terhadap keputusan nasabah. 

Adapun secara simultan brand awareness, brand image, dan media communication berpengaruh sebesar 72,4% terhadap keputusan nasabah Tabungan Impian di Bank BRI Syariah KCP Tanjungsari, sedangkan sisanya 27,6% dipengaruhi oleh variabel yang tidak dijelaskan dalam penelitian ini.

Kata Kunci: Brand Awarness, Brand Image,  Media Comunication, Keputusan Nasabah.