BRAND EQUITY BPR AMIN: TRUST, SOCIAL MEDIA MARKETING, AND BRAND LOYALTY
DOI:
https://doi.org/10.38076/bebat846Keywords:
BPR Amin, Brand Equity, Brand Loyalty, Social Media Marketing, TrustAbstract
Banking had a very important role with various target markets based on its type, thus each type of banking had a target market with its own goals. However, the specification of the type of banking required marketing efforts to create customer loyalty in competitive conditions among banks. In addition, technological developments forced banks to adopt social media-based marketing while maintaining trust to create a valuable brand. Thus, this study aimed to analyze the mediating role of brand loyalty in the relationship between social media marketing and trust on brand equity at Rural Bank Anglomas Indah (BPR Amin). This study used the SEM-PLS method with 280 customers of BPR Amin. The results showed that brand loyalty significantly mediated the relationship between social media marketing and trust on brand equity. Based on these findings, it was suggested that the management of BPR Amin should prioritize customer trust through the implementation of social media marketing to enhance brand equity.
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