PENGARUH EKUITAS MEREK TERHADAP PREFERENSI MEREK DAN KEPUTUSAN PENGGUNAAN JASA BANK SYARIAH

The development of Islamic banks are rapidly making research on this topic to be interesting. This research specifically related to the brand equity of Islamic banks, which is one source of competitive advantage. This study will examine the influence of perceptual dimensions of brand equity on brand preference and the decision to use Islamic banking services. This model draws on research studies Cobb-Walgren et al. (1995) with the change in the measurement persepsian dimensions and brand equity. In addition, this study also examined the effect of brand equity in the context of the Islamic Banking services. Samples from this study were clients of Islamic banks. The sample in this study amounted to 300 people. Analyses were performed using Structural Equation Modeling (SEM) with AMOS 16.0. The results of this study show that all the hypotheses in this study acceptable (5% significance level). This means that the perception of the dimension of brand equity and a significant positive effect on brand equity, brand equity and brand preferences affect the decision to use Islamic banking service