PENGARUH BRAND IMAGE DAN BRAND TRUST TERHADAP BRAND LOYALTY NASABAH PRUDENTIAL SYARIAH PADA PT. FUTURISTIK ARTHA GEMILANG (Studi kasus di kantor cabang agensi Prudential Syariah PT. Futuristik Artha Gemilang Jakarta Selatan)
DOI:
https://doi.org/10.32493/jpkpk.v2i3.2834Keywords:
Brand Image, Brand Trust, Brand loyaltyAbstract
Penelitian ini bertujuan untuk mengetahui Brand Image mengetahui Brand Trust mengetahui Brand Loyalty dan seberapa besar Pengaruh Brand Image dan Brand Trust Terhadap Brand Loyalty Nasabah Prudential Syariah pada PT.Futuristik Artha Gemilang Jakarta Selatan.
Metode penelitian bersifat Deskriptif Assosiatif dengan pendekatan Kuantitatif. Populasi dalam penelitian ini adalah Nasabah Prudential Syariah PT.Futuristik Artha Gemilang Jakarta Selatan. Dengan menggunakan sampel jenuh sebanyak 30 responden. Teknik pengumpulan data dengan cara menyebarkan kuesioner dan teknik analisis data adalah Uji Validitas, Uji Reliabilitas, Uji Normalitas, Uji Heteroskedastisitas, Analisis Regresi Linier Berganda, Uji Hipotesis Parsial Koefisien (Uji t) dan Uji Hipotesis Parsial Koefisien (Uji f).
Dari hasil olah data yang diperoleh uji t variabel Brand Image memiliki t hitung lebih kecil dari t tabel yaitu 0,369<2,051 dan nilai signifikasi 0,725>0,05 artinya variabel Brand Image tidak berpengaruh signifikan terhadap Brand Loyalty sedangkan Brand Trust memiliki angka t hitung lebih besar dari t tabel yaitu 9,479>2,051 dan nilai signifikasi 0,000<0,05 artinya variabel Brand Trust berpengaruh signifikan terhadap Brand Loyalty. Dari hasil penelitian di dapat hasil uji f 46,945>3,35 dan nilai signifikasi 0,000<0,05 sehingga dapat disimpulkan bahwa Brand Image dan Brand Trust secara simultan berpengaruh signifikan terhadap Brand LoyaltyNasabah Prudential Syariah
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