PENGARUH CUSTOMER VALUE, SERVICE QUALITY, DAN BRAND EXPERIENCE TERHADAP COMPETITIVE ADVANTAGE PADA BANK DANAMON DI SURABAYA MELALUI BRAND IMAGE DAN BRAND TRUST SEBAGAI MEDIA INTERVENING

Tino Wiranto

Abstract


Indonesia's economic growth in 2010-2014 reached an average of 5.9% per year. It had a positive impact on the banking sector in Indonesia. To be able to win the competition, Danamon need the right strategy. Until now, Danamon is a financial institution that is registered and supervised by the Financial Services Authority.

This study aims to analyze the influence of customer value, service quality and brand experience to the Bank's competitive advantage by considering the factor of brand image and brand trust. This study will be conducted by distributing questionnaires to 100 respondents customers of Bank Danamon. The analysis technique used is the technique of quantitative analysis by the method of path analysis and partial least squares (PLS).

Keywords


Customer Value, Service Quality, Brand Experience, Brand Image, Brand Trust, Competitive Advantage, Bank Danamon.

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