Penilaian nasabah terhadap dimensi Brand Equity Bank Central Asia dan Bank Mandiri di Yogyakarta

DEVIE, Shinta Art, Dr.Ir. Irham, M.Sc

2005 | Tesis | Magister Manajemen Agribisnis

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The objective of this research was to study the customer assessment to the brand equity dimension of BCA and Mandiri Bank in Yogyakarta. The parameter of brand equity is performance, social image, value, trusthwortiness and attachment that include on the brand of Tahapan BCA and Mandiri saving as a product of these bank. The subject of this research is 100 customer of BCA and Mandiri Bank. The instrument for colecting the data are document, quesioner and interview. The data use skala likert method as the measurement and Mann-Whitney independent sample test also Kruskal Wallis independent sample test for the statistic method. Result of this research show that the customer assessment to the brand equity dimension is differen between BCA customer and Mandiri Bank customer. And then, from the customer caracteristic side about salary grade, kind of job and education grade also got result that the customer assessment of the brand equity dimension is different between BCA customer and Mandiri Bank cust omer

Kata Kunci : Manajemen Perbankan,Brand Equity,Persepsi Nasabah