Analysis of Brand Equity and Customer Loyalty to Service Quality In Asuransi Jiwa Bersama (AJB) Bumiputera 1912 Palembang

UNIVERSITAS BINA DARMA, UNIVERSITAS BINA DARMA (2022) Analysis of Brand Equity and Customer Loyalty to Service Quality In Asuransi Jiwa Bersama (AJB) Bumiputera 1912 Palembang. Analysis of Brand Equity and Customer Loyalty to Service Quality In Asuransi Jiwa Bersama (AJB) Bumiputera 1912 Palembang.

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Abstract

This study aims to identify and examine the effect of brand equity and loyalty services. This research also would like to know the partial between loyalty and brand equity to determine the service that consists of tangible, responsiveness, assurance, reliability and empathy significantly influence loyalty of AJB Bumiputera 1912 Palembang in South Sumatra. The results of the study with an adjusted R-square of 0.732, that the two variables both independent and dependent variable are able to explain and have a strong relationship by 73%, while the rest can be explained by other variables not included in this variable. The third hypothesis proposed significant effect depend on variables, where brand equity and service that consists of tangible, responsiveness, assurance, reliability and empathy affect the loyalty either partially or simultaneously. The results support several previous studies include: strengthening the results of this study. The brand equity consists of the image maker, image users and image of the product significantly affect loyalty. While the service consists of tangible, responsiveness, assurance, realiability and empathy strong influence on loyalty. Similarly, brands and service variables also have a real relationship to loyalty.

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User: Mr Edi Surya Negara
Date Deposited: 24 Jun 2022 02:23
Last Modified: 24 Jun 2022 02:23
URI: http://eprints.binadarma.ac.id/id/eprint/15217

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