The Influence of Islamic Brand Personality towards Bank Muamalat Surabaya Brand Loyalty
Abstract
This study aimed to discern the influence of brand personalities which are Siddiq (Honest), Amanah (Trustworthy), Fatanah (Professional), and Tabligh (Communicative) - derived from Islamic Prophet Muhammad personality - towards brand loyalty of the customers of Bank Muamalat Surabaya. The primary data in this study was collected by questionnaire with 111 customers as the sampling. The researcher used quantitative method and multiple linear regression analysis. The exogenous variable in this study is Siddiq, Amanah, Fathanah and Tabligh, while the endogenous variable is the brand loyalty of the customers. The result showed that Siddiq, Amanah, Fatanah and Tabligh significantly affect students’ satisfaction, by F score equals to 97.062 with significance level (probability) at 0.000. The score for t test of Shiddiq, Amanah, Fathanah, and Tabligh partially affected the brand loyalty of the customers with the significance level equals to <0.05.
Keywords: Islamic Brand Personality, Brand Loyalty
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