Analisis Brand Image, Brand Trust, Customer Experience terhadap Customer Satisfaction melalui Perceived Value Bank Syariah Indonesia pada BSI KCP Krakatau

Abstract

This study aims to determine effects of brand Image, brand trust and customer experience on customer satisfaction through the perceived value of Bank Syariah Indonesia Krakatau branch. This is an associative research type with a quantitative analysis approach. The types of data in this research are primary data and secondary data. The data analysis methods are descriptive statistical analysis, path analysis, and path diagrams. The population in the research is all customers of Bank Syariah Indonesia Krakatau branch who use more than one product. Total sample in this research is 353 respondents. The research results indicate that Brand Image has a positive and significant effect on Customer Satisfaction. Brand Image has a positive and significant effect on Perceived Value, Brand Trust has a negative and insignificant effect on Customer Satisfaction, Brand Trust has a positive and significant effect on Perceived Value, Customer Experience has a positive effect and significant to Customer Satisfaction, Customer Experience has a positive and significant effect on Perceived Value, Perceived Value has a positive and significant effect on Customer Satisfaction, Perceived Value is able to mediate correlation of Brand Image, Brand Trust, Customer Experience to Customer Satisfaction at Bank Syariah Indonesia Krakatau branch.