BRAND AUDIT PT BANK MUAMALAT INDONESIA,Tbk YANG MELIPUTI ASPEK BRAND POSITONING, BRAND ELEMENT DAN BRAND COMMUNICATION

IDHAM WIDYA W, Ike Janita Dewi.Dr.,M.B.A

2018 | Tesis | Magister Manajemen

Penelitian ini memiliki tujuan untuk melakukan identifikasi terhadap kondisi brand setelah dilakukan program Transformasi Bank Mumalat, dengan cara brand audit yang didalamnya terdapat indentifikasi brand inventory yang meliputi brand positioning, brand element, dan brand communication. Penelitian dilakukan menggunakan metode kuantitatif deskriptif dengan metode pengumpulan data terdiri dari purposive sampling untuk nasabah non Bank Muamalat dan metode Group Interview untuk nasabah dan karyawan Bank Muamalat.

The purpose of this research is to identify the brand condition after management held Bank Muamalat Transformation Programs, using brand audit tools in which there is identification of brand inventory including brand positioning, brand element, and brand communication. The research was using by descriptive quantitative method with data collection method consist of purposive sampling for non Bank Muamalat customer and Group Interview method for customer and employees of Bank Muamalat.

Kata Kunci : Brand audit, brand inventory, brand positioning, brand element, brand communication, bank syariah