Track: Business Management

Abstract

This study aims to examine and analyze the effect of Brand Communication on Brand Trust on BCA Bank customers in Jakarta, To test and analyze the effect of Quality Service on Brand Trust on BCA Bank customers in Jakarta, To examine and analyze the effect of Brand Trust on Brand Loyalty on Bank customers BCA in Jakarta, To test and analyze the effect of Brand Communication on Brand Loyalty at BCA Bank customers in Jakarta, and To test and analyze the effect of Service Quality on Brand Loyalty on BCA Bank customers in Jakarta. The sampling technique in this study was obtained from the study population using purposive sampling method. In this study, the sample was 200 BCA customer respondents in Jakarta. The conclusion in this study is that The contribution of this research is the importance of maintaining brand communication has an influence on brand trust, service quality has an influence on brand trust, brand trust has an influence on brand loyalty, brand communication because it is very influential on customer loyalty as the main source of survival and growth business venture.