Written by Nasikin Sani
TERBITAN JURNAL Category: VOL. 09 Nomor 2, AGUSTUS 2013
Published on 18 December 2013 Hits: 1986
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SUGENG HARIYADI

(Staf Pengajar Jurusan Administrasi Bisnis Politeknik Negeri Samarinda)

 

ABSTRACT

The Effect Of Brand Personality On Brand Loyalty Throught Perceived Quality And Customer Satisfaction And Brand Trust Of Nasabah Tabungan Simpeda

Of  Bank Bpd  Kalimantan Timur

 

The purpouse of the study is to examine the effect of brand personality on brand loyalty through perceived quality, customer satisfaction, and brand trust of nasabah tabungan Simpeda Bank BPD Kalimantan Timur.

180 nasabah tabungan Simpeda were taken as sample of respondents. With the samples composition as follow : 35 respondents taken from the cabang utama, 27 respondents were taken from cabang kelas I, 71 respondents were taken from cabang kelas II, and the rest of 29 respondents were taken from cabang kelas III.

The results of hypothesis testing which are provided by AMOS are : (1) Brand Personality has a significant effect on Perceived Quality (β = 0.776, p ≤ 0,001) and it supports Ramaseshan and Hsiu-Yuan (2007) study. (2) Brand Personality has no significant effect on Brand Loyalty (β = 0.082, p = 0,395) and it rejects Lin (2011) study. (3) Brand Personality has no significant effect on Customer Satisfaction (β = 0.161, p = 0,243) and it rejects Kim and Lee (2008) study. (4) Brand Personality has a significant effect on Brand Trust (β = 0.738, p ≤ 0,001) and it supports Louis and Lombart (2010) study. (5) Perceived Quality has a significant effect on Customer Satisfaction (β = 0.631, p ≤ 0,001) and it rejects Tung (2010) and Bei and Chiau (2001) studies. (6) Perceived Quality has no significant effect on Brand Loyalty (β = 0.114, p = 0,542) and it rejects Chi et al. (2009) study. (7) Brand Trust has no significant effect on Customer Satisfaction (β = 0.107, p = 0,232) and it rejects Badawi (2007) study. (8) Brand Trust has a significant effect on Brand Loyalty (β = 0.384, p ≤ 0,001) and it supports Bouhlel et al. (2009), Chaudhuri and Morris (2001), and Matzler et al. (2006) studies. (9) Customer Satisfaction has a significant effect on Brand Loyalty (β = 0.485, p ≤ 0,001) and it supports Bennet et al. (2004) and Methlie and Herbjorn (1999)  studies.

The limitation of this study consist of 1. Data collection model used in this studi is cross section which is less accuracy than longitudinal model. 2. The variabels that are used as antecedents of brand loyalty in this study is limitate to brand trust, perceived quality, and satisfaction, mean while there are more other strong variabels that could be used to determine brand loyalty such as brand commitment, brand awarness, and others.

Keywords :       Brand Personality, Perceived Quality, Customer Satisfaction, Brand Trust, Brand Loyalty.

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