Pengaruh Citra Merek, Kesadaran Merek Dan Loyalitas Merek Terhadap Ekuitas Merek Pada Nasabah Bank Syariah Mandiri Di Surabaya

The bank provides a product called savings and it is provided to help customers manage their finances safely as customers’ needs. This research is to analyze the influence of brand image, brand awareness, and brand loyalty of the equity towards BSM Bank Syariah Mandiri customers in Surabaya. The samples of this research are the BSM respondent who perform transaction in Bank Syariah Mandiri Branch Office/Sub-Branch Office in East and North Surabaya. The total of samples used in as many as 80 respondents obtained through an offline questionnaire and purposive sampling. The SPSS program 16.0. version is used as the analysis tool. The result shows that each brand image variable has significant positive effect to brand equity, and brand awareness has no significant positive effect to brand equity. Keyword : Brand Image, Brand Awareness, Brand Loyalty, and Brand Equity