PENGARUH BRAND AWARENESS DAN BRAND IMAGE TERHADAP BRAND PREFERENCE (Studi Pada Nasabah Pelaku UMKM Bank Muamalat KCP Gowa)
Abstract
The aim of this research is to find out what the customer's Brand Preference is, considering that the customer's Brand Preference is the starting point of a customer's decision to buy a product at Bank Muamalat KCP Gowa. This research methodology uses Jeiniis Quantitative research is used to analyze certain populations or samples. This research uses a causal design because it explains the influence of the relationship between several variables and is carried out through hypothesis testing. As a result of this research, we can see the influence of MSME customers in making decisions in choosing a product through the views of Bank Muamalat KCP Gowa. This research will be carried out at Bank Muamalat Gowa Area Office because this area has a sufficient number of Small, Micro and Medium Enterprises (MSME) business actors. height of that area. Brand awareness is the ability of a brand to appear in consumers' minds when they think about a particular product and how easy it is for the product to appear. Brand awareness is a fundamental dimension of brand equity. A brand has no equity until consumers are aware of the existence of the brand. New brands must be able to achieve brand awareness and maintain brand awareness of all brands. Brand image consists of 2 components, namely brand association and favorability, strength & uniqueness of brand association or positive attitude, strength and uniqueness of the brand. Brand association is how consumers connect information in consumers' minds with a particular brand. Consumers will use associations to process, organize and store information in their memory so that it can all be used to simplify the purchasing decision making process.
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