Analysis of Brand Equity Dimensions, Relationship Marketing, Brand Equity on Panin Bonanza Program

  • Rina Purnama Universitas Mercu Buana, Universiatas Jenderal Soedirman
  • Ari Giantika Chandara Universitas Mercu Buana
  • Ropidin Ropidin Universitas Mercu Buana

Abstract

This study aims to determine the effect of brand equity dimensions on brand equity, to determine brand equity dimensions on relationship marketing, and to determine the effect of relationship marketing on brand equity in the formation of Panin Bonanza Brand Equity at PT Bank Panin KCU Senayan. The data analysis technique used is the Structural Equational Modeling (SEM) method, the method of collecting data using a questionnaire to the customers of PT Bank Panin KCU Senayan who participated in the Panin Bonanza Program. Sampling technique using purposive sampling method with a sample size of 110 respondents. Based on the results of the study it can be concluded that the Equty Brand Dimension, Relationship Marketing has a positive influence on Brand Equity, the Brand Equity Dimension also has a positive influence on Relationship Marketing.

Published
2020-06-30
How to Cite
PURNAMA, Rina; CHANDARA, Ari Giantika; ROPIDIN, Ropidin. Analysis of Brand Equity Dimensions, Relationship Marketing, Brand Equity on Panin Bonanza Program. Jurnal Akuntansi, Manajemen dan Ekonomi, [S.l.], v. 22, n. 2, p. 1-11, june 2020. ISSN 2620-8482. Available at: <http://jos.unsoed.ac.id/index.php/jame/article/view/2761>. Date accessed: 28 jan. 2023. doi: https://doi.org/10.32424/1.jame.2020.22.2.2761.
Section
Articles