Pengaruh Brand Image terhadap minat nasabah dengan Korean Wave sebagai variable intervening (Case Studi Bank Kb Bukopin)

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Published: Sep 20, 2022
DOI: https://doi.org/10.62357/joseamb.v1i3.216
Keywords:
Brand Image Bintang Finansial Minat nasabah Korean wave

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Ahmad Vajri Rahman
a:1:{s:5:"en_US";s:39:"Universitas Putra Indonesia YPTK Padang";}

Abstract

Brand image means things that can be seen or assessed even before consumers or people use a product or service, including how the brand can meet the social and psychological needs of consumers. Since being acquired by Kokmin Bank, Bank Kb Bukopin has issued a new slogan "Bintang Finansial Indonesia" which can meet all financial needs, and become a reliable financial solution platform in Indonesia. The Bintang Finansial slogan has established Kb Bukopin bank in the competitive banking world in market liberalization competition and has made a significant impact in the banking industry, which previously was largely controlled by state-owned banks. This transformation is not only in the form of slogans, but holistically making changes through technological transformation, product diversification and also communicating through the Korean wave. as a brand ambassador for products. So with this transformation, Bank Bukopin's brand image changed to a foreign private bank owned by Korea. This research aims to find out how brand image influences customer interest. The research uses a quantitative approach by distributing questionnaires to 50 respondents. The research results show that brand image has a significant positive influence on customer interest.

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How to Cite
Vajri Rahman, A. (2022). Pengaruh Brand Image terhadap minat nasabah dengan Korean Wave sebagai variable intervening (Case Studi Bank Kb Bukopin). Journal of Science Education and Management Business, 1(3), 200–206. https://doi.org/10.62357/joseamb.v1i3.216
Issue
Vol. 1 No. 3 (2022): Journal of Science Education and Management Business
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Articles

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