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All Journal Jurnal Ekonomi, Manajemen dan Perbankan (Journal of Economics, Management and Banking)
Cecilia Malona
STIE Indonesia Banking School, Jakarta

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Pengaruh Brand Personality terhadap Loyalitas Nasabah Pengguna Aplikasi LIVIN by MANDIRI pada PT BANK MANDIRI (PERSERO) TBK Antyo Pracoyo; Cecilia Malona
Jurnal Ekonomi, Manajemen dan Perbankan (Journal of Economics, Management and Banking) Vol. 9 No. 2 (2023): Jurnal Ekonomi, Manajemen dan Perbankan (Journal of Economics, Management and B
Publisher : STIE Indonesia Banking School

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35384/jemp.v9i2.396

Abstract

The purpose of this research is to determine the dimension of Responsibility, Agility, Courage, Simplicity, and Emotionally on Brand Personality which have a significant influence on customer loyalty using Livin by Mandiri application at PT. Bank Mandiri (Persero) Tbk. Data obtained from 241 respondents who are customers of PT. Bank Mandiri (Persero) Tbk. The results show that from 5 variables there are 3 of them that give a positive influence and 2 other variables do not have an effect on customer loyalty. The Responsibility variable, Courage variable, and Emotionaly variable have a positive influence on customer loyalty, while the Agility variable and Simplicity variable have no positive effect on customer loyalty.
Co-Authors Antyo Pracoyo