Pengaruh Citra Merek Dan Kesadaran Merek Terhadap Ekuitas Merek yang Dimediasi Oleh Kualitas Yang Dirasa Nasabah Tabungan BRI Syariah di Surabaya

Savings is a product provided by banks to save money to make it more secure and practical. The purpose of this research was to analyze the effect of Brand Image on Brand Equity mediated by Perceived Quality. The sample used in this research is BRI Syariah saving customers who live in Surabaya city. Samples total used in the study were 110 respondens who distributed directly and using purposive sampling technique. Data were analyzed by using Partial Least Square (PLS) with SmartPLS version 2.0 software. The result of the research shows that Brand Image variable has a significant positive effect on the perceived quality, the perceived negative quality has no significant effect on Brand Equity, Brand Image has a significant positive effect on Brand Equity, Brand Awareness has a significant positive effect on Brand Equity of BRI Syariah savings customers in Surabay. Based on the results of data analysis collected in this study, it can be concluded that Brand Image has a significant positive effect on Brand Equity mediated by the Perceived Quality of savings customers BRI Syariah in Surabaya Keyword : Brand Image, Brand Awareness, Brand Equity, Perceived Qualit