PENGARUH BRAND AWARENESS, BRAND IMAGE DAN MEDIA COMMUNICATION TERHADAP MINAT NASABAH DALAM OPEN AN ACCOUNT TABUNGAN HAJI (Studi Pada Nasabah Pengguna Produk Tabungan Haji BRISyariah iB KC Bandar Lampung Kedaton Tahun 2017-2019)

BERLIAN, INDRIANI (2021) PENGARUH BRAND AWARENESS, BRAND IMAGE DAN MEDIA COMMUNICATION TERHADAP MINAT NASABAH DALAM OPEN AN ACCOUNT TABUNGAN HAJI (Studi Pada Nasabah Pengguna Produk Tabungan Haji BRISyariah iB KC Bandar Lampung Kedaton Tahun 2017-2019). Undergraduate thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRAK Persaingan perusahaan untuk memperoleh konsumen tidak lagi terbatas pada atribut fungsional produk seperti kegunaan produk, melainkan lebih kedalam merek yang mampu memberikan citra khusus bagi konsumennya. Sedangkan pada tingkat persaingan yang sangat tinggi saat ini, brand memberikan kontribusi dalam menciptakan dan menjaga daya saing sebuah produk. Rumusan masalah penelitian ini adalah Apakah Brand Awareness mempengaruhi minat nasabah dalam Open An Account Tabungan Haji di BRISyariah KC Bandar Lampung Kedaton?, Apakah Brand Image berpengaruh signifikan minat nasabah dalam Open An Account Tabungan Haji di BRISyariah KC Bandar Lampung Kedaton?, Apakah Media Communication berpengaruh signifikan minat nasabah dalam Open An Account Tabungan Haji di BRISyariah KC Bandar Lampung Kedaton?. Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh dari (1) Brand Awareness, (2) Brand Image, dan (3) Media Communication, terhadap minat nasabah dalam Open An Account Tabungan Haji BRISyariah KC Bandar Lampung Kedaton. Analisis data menggunakan metode kuantitatif dengan regresi linier berganda. Teknik pengambilan sampel menggunakan metode Sampling Purposive terhadap 100 nasabah tabungan haji BRISyariah KC Bandar Lampung Kedaton. Dengan hasil Brand Awareness tidak berpengaruh terhadap minat nasabah dalam Open An Account Tabungan Haji. Sedangkan Brand Image dan Media Communication berpengaruh signifikan terhadap Minat nasabah dalam Open an Account tabungan Haji. Dari hasil Adjusted R Square menunjukkan bahwa variabel Brand Awareness, Brand Image, dan Media Communication memiliki nilai sebesar 10,7% dalam mempengaruhi minat nasabah dalam Open An Account tabungan haji, dan sebanyak 89,3% dipengaruhi oleh variabel lainnya yang tidak dijelaskan dalam penelitian ini. Kata Kunci : Brand Awareness, Brand Image, dan Media Communication dan Minat Open An Account iiiABSTRACT The company's competition to get consumers is no longer limited to product functional attributes such as product usability, but rather into brands that are able to provide a special image for their consumers. Meanwhile, at a very high level of competition today, the brand contributes in creating and maintaining the competitiveness of a product. The problem formulation of this research is Does Brand Awareness affect customer interest in Open An Account Hajj Savings at BRISyariah KC Bandar Lampung Kedaton?, Does Brand Image significantly influence customer interest in Open An Account Savings Hajj at BRISyariah KC Bandar Lampung Kedaton?, Does Media Communication have an effect customer interest in Open An Account Hajj Savings at BRISyariah KC Bandar Lampung Kedaton?. This study aims to determine and explain the effect of (1) Brand Awareness, (2) Brand Image, and (3) Media Communication, on customer interest in Open An Account Hajj Savings BRISyariah KC Bandar Lampung Kedaton. Data analysis used quantitative methods with multiple linear regression. The sampling technique used was the purposive sampling method for 100 Hajj savings customers of BRISyariah KC Bandar Lampung Kedaton. With the results of Brand Awareness does not affect the customer's interest in Open An Account Savings Hajj. While Brand Image and Media Communication have a significant effect on customer interest in Open an Account Hajj savings. From the results of Adjusted R Square, it shows that the Brand Awareness, Brand Image, and Media Communication variables have a value of 10.7% in influencing customer interest in Open An Account Hajj savings, and as much as 89.3% is influenced by other variables not explained in the study this. Keywords : Brand Awareness, Brand Image, and Media Communication and Interest in Open An Account

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