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

Pengaruh Brand Personality terhadap Loyalitas Nasabah Pengguna Aplikasi LIVIN by MANDIRI pada PT BANK MANDIRI (PERSERO) TBK

Antyo Pracoyo (STIE Indonesia Banking School)
Cecilia Malona (STIE Indonesia Banking School, Jakarta)

Article Info

Publish Date
22 Aug 2023

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.

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Journal Info
Jurnal Ekonomi, Manajemen dan Perbankan (Journal of Economics, Management and Banking)
Website

Abbrev

JEMP

Publisher

Sekolah Tinggi Ilmu Ekonomi indonesia banking school

Subject

Description

Jurnal Ekonomi, Manajemen dan Perbankan ini menyajikan hasil penelitian bidang: Ekonomika Keuangan; Manajemen Keuangan & Struktur Keuangan; Manajemen Pemasaran; Manajemen Perbankan; Manajemen Risiko dan Enterprise Risk Management; Investment Banking; Bank dan Pasar Modal; serta Keuangan Perusahaan ...