PENGARUH EKUITAS MEREK DAN SIKAP NASABAH TERHADAP NIAT PEMBUKAAN REKENING TABUNGAN PADA BANK MASPION DI SURABAYA

Along with the development business, Maspion bank in phases expanding the office network for many major cities in Indonesia. To attract customers to create a savings account at a bank Maspion. Maspion bank must have a quality product and promotion to a variety of public. Brand equity a high priority for the bank to get sympathy from customers and cultivate consumer loyalty the product or the brand itself. Customer attitudes related to purchase behavior developing as a result of direct experience of the product, oral information acquired from others. The purpose of this research was to know the influence of brand equity and customer attitude on the intention to make a savings account at Maspion bank in Surabaya. This type of research is quantitative research, investigation in this research relate to causal research, with the primary data collection questionnaires, sampling technique method in this research was using nonprobability sampling method which is judgments sampling method was used with a sample of 66 respondents. The analysis technique using multiple linear regression with the instrument t-test and F-test. The research results prove that brand equity tcount for 2.126 significance of 0.037 and customer attitudes of 3.524 tcount significance of 0.001, the test results simultaneously obtained value of Fcount 21.841 and significance result of 0.000 so it can be concluded that brand equity and customer attitudes positive significant influence partially or simultaneously on the intention to make a savings account at Maspion bank. Suggestions provided to the bank Maspion by approached the customer with social approach such as promotion of social activities, social and related marketing activities partnership with customers like granting capital employed. Keyword: Brand Equity, Customer attitudes, intention make savings accoun