BRAND VALUE OF BANK BUKOPIN WITH BRAND TALKABLE FAVORABILITY METHOD

M. ZAKY MUBARAK LUBIS

Abstract


This study aims to find the brand reputation value of Bank Bukopin. This research is a descriptive quantitative study using the Brand Talkable Favorability (BTF) method. This research was conducted by looking at Bukopin's bank mobile banking customer reviews until November 2019. The results showed that Bukopin Bank had a reputation of 0.24 or 24%. There are 4 factors that cause the reputation value to be low based on negative reviews namely Usage by 70%, Quality of mobile banking by 22% and Services and features by 4%

Keywords


Brand Talkable, Brand Value, Favorability Method

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DOI: http://dx.doi.org/10.15548/maqdis.v4i2.258

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