PENGARUH REBRANDING TERHADAP CUSTOMER LOYALTY MELALUI BRAND IMAGE SEBAGAI VARIABEL INTERVENING STUDI PADA BANK SYARIAH INDONESIA

Ira Amalia Puspitasari

Abstract


Islamic banking in Indonesia faced stagnant growth, leading the Ministry of StateOwned Enterprises (BUMN) to merge three Islamic banks: Bank Mandiri Syariah, Bank BNI Syariah, and Bank BRI Syariah, forming Bank Syariah Indonesia (BSI). This merger aimed to strengthen the Islamic banking industry and was followed by rebranding efforts to enhance BSI’s public image and attract loyal customers from the three predecessor banks. This study examines the impact of Rebranding on Customer loyalty, with Brand Image as an intervening variable. Using a purposive sampling technique, data were collected from 100 respondents through an online questionnaire and analyzed with SEM-PLS using SmartPLS 4.0 software. The results reveal that: 1) Rebranding significantly influences Brand Image; 2) Rebranding directly affects Customer loyalty; 3) Brand Image significantly impacts Customer loyalty; and 4) Rebranding indirectly affects Customer loyalty through Brand Image.

Keywords


Rebranding; Customer loyalty; Brand Image

Full Text:

PDF

References


Batara, H., & Susilo, D. (2022). The Effect of Rebranding Lays to Customer Loyalty with Brand Image as A Mediation Variable. LONTAR: Jurnal Ilmu Komunikasi, 10(2), 113-125.

Duncan, Tom. 2005. Principles of Advertising & IMC. New York: McGraw Hill.

J. F. Hair Jr. et al., Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R, Classroom Companion: Business, https://doi.org/10.1007/978-3-030-80519-7_1

Kashif, M., Shukran, S. S. W., Rehman, M. A., & Sarifuddin, S. (2015). Customer satisfaction and loyalty in Malaysian Islamic banks: A PAKSERV investigation. International Journal of Bank Marketing, 33(1), 23–40. https://doi.org/10.1108/IJBM-08-2013-0084

Keller, K. L., & Swaminathan, V. (2020). Strategic Brand Management : Building, Measuring, and Managing Brand Equity Fifth Edition.

Kewakuma, A. S. V., Rofiaty, R., & Ratnawati, K. (2021). The effect of green marketing strategy on Customer Loyalty mediated by Brand Image. JBTI: Jurnal Bisnis: Teori Dan Implementasi, 12(1), 1-11.

Knapp, Duane. (2004). The Complete Ideal’s Guide Brand Management. Jakarta:

Prenada Media.

Kotler, P., & Armstrong, G (2021). Principles of Marketing Global Edition Eighteenth Edition. London: Pearson Education.

Kotler, P., Keller, K. L., Brady, M., Victor Goodman, M. R., & Hansen, T. (2019). Marketing management 4th European edition. In Soldering & Surface Mount Technology (Vol. 13, Issue 3).

Kotler, P., Keller, K. L., Chernev, A. (2022). Marketing Management, Sixteenth Edition. In Pearson.

Lambkin, M., & Muzellec, L. (2008). Rebranding in the banking industry following mergers and acquisitions. International Journal of Bank Marketing, 26(5), 328-352

Laporan Tahunan BRI Syariah. (2020). Optimis dan Peduli dalam Menciptakan Nilai. BRIS. https://ir.bankbsi.co.id/misc/AR/AR2020-BSM.pdf

Merrilees, B., & Miller, D. (2008). Principles of corporate Rebranding. european Journal of Marketing, 42(5/6), 537-552.

Muzellec, L & Lambkin M (2006). Corporate Rebranding: Destroying, transferring or creating Brand equity? (European Journal of Marketing), 40(7-8), 803- 824.

Muzellec, L., Doogan, M., & Lambkin, M. (2003). Corporate Rebranding-an exploratory review. Irish Marketing Review, 16(2), 31-40.David Garvin Alih Bahasa

Nastiti, D. M., Syavaranti, N., & Aruman, A. E. (2021). The Effect of Corporate Re-branding on Purchase Intention through The Brand Image of PT Pelita Air Service. Journal of Consumer Sciences, 6(1), 40-61.

Nova, F. (2022). The effect of Rebranding on Brand Image and its impact on Customer Loyalty on Gojek. JPPI (Jurnal Penelitian Pendidikan Indonesia), 8(3), 770-777.

Otoritas Jasa Keuangan (OJK). (n.d.). Perbankan syariah. Otoritas Jasa Keuangan. https://ojk.go.id/id/kanal/syariah/Pages/Perbankan-Syariah.aspx

Otoritas Jasa Keuangan (OJK). (n.d.). STATISTIK PERBANKAN SYARIAH dari tahun 2003 sampai dengan 2020. Diunduh di https://www.ojk.go.id/id/kanal/syariah/data-dan-statistik/statistik-perbankan-syariah/Default.aspx

Prayoga, A., & Suseno, E. (2020). The Positive Impact of Rebranding to Increasing Consumer loyality with Brand Image as the Mediating Variable. International Journal of Social Science and Business, 4(4), 561- 568.

Purwantono, I. (2023, October 11). Hanya dalam 3 Tahun, BSI Melesat ke Jajaran Bank Global Berprestasi. Inilah.Com. https://www.inilah.com/hanya-dalam-3-tahun-bsi-melesat-ke-jajaran-bank-global-berprestasi

Ricadonna, N. A., Saifullah, M., & Prasetyoningrum, A. K. (2021). The Effect of Trust and Brand Image on Customer Retention with Customer Loyalty as Intervening Variables to Customers of Sharia Commercial Banks. Jurnal Keuangan Dan Perbankan, 25(2), 311-323.

Riduwan. (2014). Metode & Teknik Penyusunan Proposal Penelitian . Alfabeta.

Rizki, Moch. Januar. (2020). Ini nama baru hasil merger tiga bank syariah BUMN.

Hukum Online. https://www.hukumonline.com/berita/a/ini-nama-baru-hasil-merger-tiga-bank-syariah-bumn-lt5fd2f18e344a7/

Sinambela, L. P. dan Sinambela, S. (2021), Metodologi Penelitian Kuantitatif, Depok:

RajaGrafindo Persada.

Sultoni, H., & Mardiana, K. (2021). Pengaruh merger tiga bank syariah BUMN terhadap perkembangan ekonomi syariah di Indonesia. EKSYAR: Jurnal Ekonomi Syari'ah & Bisnis Islam, 8(1), 17-40.

Tjiptono, F., & Chandra, G. (2017). Pemasaran Strategik: Mengupas Pemasaran Strategik, Branding Strategy, Customer Satisfaction, Strategi Kompetitif Hingga E-Marketing. Andi Offset.

Wareza, M. (2020). Merger BRI Syariah, BNI Syariah, Mandiri Syariah dimulai. CNBC Indonesia. https://www.cnbcindonesia.com/syariah/20201012182824-29-193775/merger-bri-syariah-bni-syariah-mandiri-syariah-dimulai




DOI: https://doi.org/10.15408/thd.v4i2.49090

Refbacks

  • There are currently no refbacks.


Copyright (c) 2025 Ira Amalia Puspitasari

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

View My Stats