THE EFFECT OF BANK NTB REBRANDING BECOME BANK NTB SYARIAH ON NON-MUSLIM CUSTOMERS LOYALTY
This study aims to examine Rebranding of Bank NTB into Bank NTB Syariah on Non-Muslim Customer Loyalty. Banks belonging to the regional government of West Nusa Tenggara make total changes or conversions from conventional banks to Islamic banks when performance improves, not by creating new units or...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
iVolga Press
2022-10-01
|
| Series: | Russian Journal of Agricultural and Socio-Economic Sciences |
| Subjects: | |
| Online Access: | http://rjoas.com/issue-2022-10/article_02.pdf |
| _version_ | 1797758943360974848 |
|---|---|
| author | Lillah M.A. Sulhaini Herman L.E. |
| author_facet | Lillah M.A. Sulhaini Herman L.E. |
| author_sort | Lillah M.A. |
| collection | DOAJ |
| description | This study aims to examine Rebranding of Bank NTB into Bank NTB Syariah on Non-Muslim Customer Loyalty. Banks belonging to the regional government of West Nusa Tenggara make total changes or conversions from conventional banks to Islamic banks when performance improves, not by creating new units or companies like other companies. The approach in this study uses quantitative methods and includes the type of causality research. The sample in this study is the non-Muslim community who are customers of Bank NTB Syariah, amounting to 104 people. Data collected by questionnaires. Data analysis completed using SEM-PLS. The results of this study indicate that the Brand Image of the Bank NTB Syariah has a positive and significant effect on Brand Loyalty. Brand Experience has a positive and significant impact on Brand Loyalty. Self-Congruity of non-Muslim customers has a positive and significant effect on Brand Loyalty. Self-Congruity has a positive and significant effect on Brand Image. Brand Experience positively and significantly impacts the Self-Congruity of non-Muslim customers towards Bank NTB Syariah products. |
| first_indexed | 2024-03-12T18:37:17Z |
| format | Article |
| id | doaj.art-d00ab1446105487c8e6e6b1c59ba4144 |
| institution | Directory Open Access Journal |
| issn | 2226-1184 |
| language | English |
| last_indexed | 2024-03-12T18:37:17Z |
| publishDate | 2022-10-01 |
| publisher | iVolga Press |
| record_format | Article |
| series | Russian Journal of Agricultural and Socio-Economic Sciences |
| spelling | doaj.art-d00ab1446105487c8e6e6b1c59ba41442023-08-02T07:58:29ZengiVolga PressRussian Journal of Agricultural and Socio-Economic Sciences2226-11842022-10-0113010142210.18551/rjoas.2022-10.02THE EFFECT OF BANK NTB REBRANDING BECOME BANK NTB SYARIAH ON NON-MUSLIM CUSTOMERS LOYALTYLillah M.A.0Sulhaini1Herman L.E.2Master’s Program of Management, Faculty of Economics and Business, University of MataramFaculty of Economics and Business, University of MataramFaculty of Economics and Business, University of MataramThis study aims to examine Rebranding of Bank NTB into Bank NTB Syariah on Non-Muslim Customer Loyalty. Banks belonging to the regional government of West Nusa Tenggara make total changes or conversions from conventional banks to Islamic banks when performance improves, not by creating new units or companies like other companies. The approach in this study uses quantitative methods and includes the type of causality research. The sample in this study is the non-Muslim community who are customers of Bank NTB Syariah, amounting to 104 people. Data collected by questionnaires. Data analysis completed using SEM-PLS. The results of this study indicate that the Brand Image of the Bank NTB Syariah has a positive and significant effect on Brand Loyalty. Brand Experience has a positive and significant impact on Brand Loyalty. Self-Congruity of non-Muslim customers has a positive and significant effect on Brand Loyalty. Self-Congruity has a positive and significant effect on Brand Image. Brand Experience positively and significantly impacts the Self-Congruity of non-Muslim customers towards Bank NTB Syariah products.http://rjoas.com/issue-2022-10/article_02.pdfbrand loyaltybrand experienceself-congruitybrand image |
| spellingShingle | Lillah M.A. Sulhaini Herman L.E. THE EFFECT OF BANK NTB REBRANDING BECOME BANK NTB SYARIAH ON NON-MUSLIM CUSTOMERS LOYALTY Russian Journal of Agricultural and Socio-Economic Sciences brand loyalty brand experience self-congruity brand image |
| title | THE EFFECT OF BANK NTB REBRANDING BECOME BANK NTB SYARIAH ON NON-MUSLIM CUSTOMERS LOYALTY |
| title_full | THE EFFECT OF BANK NTB REBRANDING BECOME BANK NTB SYARIAH ON NON-MUSLIM CUSTOMERS LOYALTY |
| title_fullStr | THE EFFECT OF BANK NTB REBRANDING BECOME BANK NTB SYARIAH ON NON-MUSLIM CUSTOMERS LOYALTY |
| title_full_unstemmed | THE EFFECT OF BANK NTB REBRANDING BECOME BANK NTB SYARIAH ON NON-MUSLIM CUSTOMERS LOYALTY |
| title_short | THE EFFECT OF BANK NTB REBRANDING BECOME BANK NTB SYARIAH ON NON-MUSLIM CUSTOMERS LOYALTY |
| title_sort | effect of bank ntb rebranding become bank ntb syariah on non muslim customers loyalty |
| topic | brand loyalty brand experience self-congruity brand image |
| url | http://rjoas.com/issue-2022-10/article_02.pdf |
| work_keys_str_mv | AT lillahma theeffectofbankntbrebrandingbecomebankntbsyariahonnonmuslimcustomersloyalty AT sulhaini theeffectofbankntbrebrandingbecomebankntbsyariahonnonmuslimcustomersloyalty AT hermanle theeffectofbankntbrebrandingbecomebankntbsyariahonnonmuslimcustomersloyalty AT lillahma effectofbankntbrebrandingbecomebankntbsyariahonnonmuslimcustomersloyalty AT sulhaini effectofbankntbrebrandingbecomebankntbsyariahonnonmuslimcustomersloyalty AT hermanle effectofbankntbrebrandingbecomebankntbsyariahonnonmuslimcustomersloyalty |