BRAND EQUITY BPR AMIN: TRUST, SOCIAL MEDIA MARKETING, DAN BRAND LOYALTY
DOI:
https://doi.org/10.38076/bebat846Kata Kunci:
BPR Amin, Brand Equity, Brand Loyalty, Social Media Marketing, TrustAbstrak
Perbankan memiliki peran yang sangat penting dengan berbagai target pasar berdasarkan jenisnya, sehingga setiap jenis perbankan memiliki target pasar dengan tujuan masing-masing. Namun, Bank Perekonomian Rakyat tersebut membutuhkan upaya pemasaran untuk menciptakan loyalitas pelanggan dalam kondisi persaingan antar bank. Selain itu, perkembangan teknologi memaksa bank untuk mengadopsi pemasaran berbasis media sosial sambil mempertahankan trust untuk menciptakan merek yang bernilai. Dengan demikian, penelitian ini bertujuan untuk menganalisis peran mediasi brand loyalty dalam hubungan antara trust dan social media marketing pada brand equity di Bank Perekonomian Rakyat Anglomas Indah (BPR Amin). Penelitian ini menggunakan metode SEM-PLS dengan 280 pelanggan BPR Amin. Hasil penelitian menunjukkan bahwa brand loyalty secara signifikan memediasi hubungan antara social media marketing dan trust pada brand equity. Berdasarkan temuan ini, disarankan agar manajemen BPR Amin memprioritaskan trust pelanggan melalui implementasi social media marketing untuk meningkatkan brand equity.
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Hak Cipta (c) 2026 Pompong Budi Setiadi, Ratna Ursula Setiadi, Audi Cahya Lucky Ramadhan
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