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Nila Sari, Petty Septiyan (2010) PENGARUH PERUBAHAN LOGO BNI 46 TERHADAP CITRA PERUSAHAAN Studi Pada Nasabah Bank BNI 46 Cabang Utama Malang. Other thesis, University of Muhammadiyah Malang.


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This study observed The Influence of Logo Change of BNI 46 Toward Corporate Image particularly to BNI 46 in Malang. The logo change has meaning that it has been clearly found new concept that it is clearly different from the previous. It is considered so important to change the logo of BNI by the internal management in order to make BNI image better and positive to its customers. This case is related to break into BNI 46 branch of Kebayoran Baru South Jakarta by involving fictive credit amount of Rp 1,7 trillion occurred in 2004 ago, it had bad impact to BNI image toward its stake holder. The same as BNI 46 which is one of the national banks up to now is able to compete in banking market either with private bank or other national bank. BNI up to now has had the more customers spread the whole Indonesia. For the reason, it needs an approach to the whole customers to inform the change of logo. The case studies taken by the researcher are; 1) Is there any influence of logo change of BNI 46 toward corporate image in customers of BNI 46 Malang. 2) If it has influence, how big the influence of logo change of BNI 46 toward corporate image in customers. Research design used in this study is descriptive quantitative by using survey as the instrument. The researcher took some samples from a population by using questionnaire to take main data. While the data measurement from questionnaire was done by using validity and reliability test, and to know the influence of logo change toward corporate image by using simple regression test. Based on the results of the research and test and also the explanation of the research related to the influence of logo change toward corporate image can be invert as follows; 1) The result from determination coefficients computation (R Squared) is 0,778 means that the change of corporate image is 60,5% which is caused by logo change (X). While the rest is 39,5% which is influenced by other variable which is not involved in the research. 2) If we look at from the great relationship between the whole free variables and multiple correlation is 88,3%. 3) The result of the competition in chapter IV showed F-ratio value is 312,206 and F-table is 4,5431 means Ho is rejected and Ha is accepted, or the other word hypothesis that said : “logo change has influence to corporate image in this case BNI 46 Malang can be accepted”. The conclusion can be invert from the result of the test in this research the logo change of BNI 1946 should be followed by the real implementation either in giving product quality or banking services owned by BNI. So the marketing statements delivered to the bank through fillosophy of its logo and tag line can be truly enjoyed by consumer particularly BNI customers. Beside it the logo associate needs to be taken care and progressed by involving technology innovation, product quality and banking services. It is not considered the only one factor of logo change can build BNI image 46 Malang, it is expected the further researcher carry out the next research qualitatively related with other factor that can build the image of BNI 46 Malang.

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Social and Political Science > Department of Communication Science (70201)
Depositing User: Rayi Tegar Pamungkas
Date Deposited: 15 May 2012 03:42
Last Modified: 15 May 2012 03:42

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