THE EFFECTS OF MARKETING COMMUNICATION FUNCTIONS AND DIMENSIONS OF CBBE MODEL ON THE IMPROVEMENT OF BRAND EQUITY CASE STUDY: BANK MEGA SYARIAH IN SURABAYA

• Main Author: HIDAYAT (NIM: 29107053); Pembimbing: Ir. Evo S. Hariandja, M.M., RAHMAT
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/19210
• Institution: Institut Teknologi Bandung

The growth of sharia banking in Indonesia that has been started since 1992 is rapid, especially since 2004. Sharia banking is an alternative that chosen by customers that cannot accept the concept of bank interest or chosen by customers that want fair credit scheme. Bank Mega Syariah is one of the fastest growing sharia banking in Indonesia that pursue quality growth by not neglecting quantity growth, i.e. increasing the <br /> <br /> awareness of banking customers, image, and its brand equity. Research about Bank Mega Syariah's brand equity is needed to know thoroughly crucial factors that influence its brand equity, so that precise Integrated Marketing Communication Programs can be developed. <br /> <br /> Brand is important for marketers and customers. For marketers, brand differentiates products from competitors' products. For customers, brand influences <br /> <br /> customers in deciding to purchase products. Brand has good brand equity if customers prefer products by its brand and the way its marketed. Brand equity becomes a bridge between the past and the future. All money that invested for marketing programs that can create good and long-lasting memory track of a brand in the customers' mind becomes a valuable asset to increase customers' trust, attitude, and knowledge toward that brand. Customers' trust, attitude, and knowledge of a brand can influence customers in deciding to purchase products in the future. <br /> <br /> Marketing communication is a collective term for any type of messages that designed to form a brand. Marketing communication is important for developing a good brand. Great marketers implementing Integrated Marketing Communication programs that consist of designing, implementing, and supervising brand messages processes. Brand messages delivered by one or more of marketing communication functions. <br /> <br /> In this thesis, qualitative and quantitative researches about brand equity of Bank Mega Syariah is finished to get to know the relationship between marketing <br /> <br /> communication functions and brand equity dimensions in the increase of its brand equity. The results of those researches is held as the basis for developing business solutions in the form of precise Integrated Marketing Communication programs to increase Bank Mega Syariah's brand equity. The results of this thesis are: knowledge about every things that influence the increase of Bank Mega Syariah's brand equity and suggestions of Integrated Marketing Communication programs for increasing Bank Mega Syariah's brand equity.