THE EFFECT OF BRAND VALUE, BRAND AWARENESS, BRAND LOYALITY ON BRAND EQUITY IN SHARIA BANKING INDUSTRY

Brand fairness is one of the center elements of marketing, all marketing strategies are basically the goal of building a solid brand. Brands have solid equity to succeed in gaining unswerving consumer advertising and economic benefits. When earlier than finding out to turn out to be a purchaser or client, of course, consumers are inflated through many stuff that inspire them. Therefore it is very meaningful to analyze the key factors that motivate the use of brand equity and customer service at that time to look for correlations and obtain suitable conclusions. The object that is being studied is the customer of Islamic banking. The purpose of this analysis is to identify the impact of brand value, Brand Awareness, Brand Loyality on Brand Equity at Bank Muamalat in Semarang. The studies technique used on this studies is thru a survey. Information is analyzed quantitatively and uses a causative studies design. The tactic of taking illustrations used in this research is to use Non-Probability Sampling with purposive sampling method. All of the illustrative facts received via way of means of dispensing questionnaires is 100 respondents and might be processed the use of the SPSS 24 software feature.


INTRODUCTION
Brands getting considerable attention from businesses and management, both from practitioners and theoreticalists, remember that the important the brand for success product or service that will launched and already in the market.Various concepts about brands developed by experts / brand experts in western countries have not adequately described it explicitly for businesses in Indonesia, in other words their description is still general.Based on the research of experts on the important of brands for the success of a product and service, it becomes very important to elaborate the brand for business development in the country, especially for the business sector that is fundamental to economic development both macro and micro, including the banking sector.In the economic order, there is no denying the existence of the banking sector which has a very vital and strategic role.In this context the main role of the banking sector acts as a Economics & Business Solutions Journal Volume 6, Number 2, 2022, Page 60-72 61 1 Email: 1. kamalinadj@gmail.com, 2. Diantriyanianata@gmail.com, 3. lusprapti@gmail.com 2 *Corresponden Author, Email: kamalinadj@gmail.comP-ISSN: 2580-6084, E-ISSN: 2580-8079 financial intermediary, namely financial institutions whose main task is to raise funds from the oversupplied and channel them to those who are underfunded and need funds.1 It is thus clear that the banking sector plays a major role in spurring the wheels of economic activity both 1 Shanmugam, B, Turton, C and Hempel, G 1992, Bank Management, John Wiley &Sons, Australian Edition. of trust, i.e. in relation to the services of trusts provided to various parties who need them.
Sharia finance in Indonesia has grown over a long time because the operation of the primary sharia bank in Indonesia.The development of Sharia finance led to loads of achievements, from the growing variety of merchandise and services, to the development of infrastructure that helps Sharia finance.Even withinside the international market, Indonesia is protected withinside the pinnacle ten nations which have the biggest Islamic economic index withinside the world.
The development of Sharia Bank in Indonesia has now become a benchmark for the success of sharia economic existence.The financial disaster that passed off in 1998 has sunk traditional banks and plenty of are in liquidation because of the failure of the hobby system, whilst banks that put into effect sharia structures can nevertheless exist and be capable of survive.
Not most effective that, withinside the midst of the worldwide economic disaster that hit the sector on the stop of 2008, Islamic economic establishments once more proved their resilience from the disaster.Sharia financial institutions remain stable and provide benefits, comfort and security for their shareholders, securities holders, borrowers and depositors in Sharia banks.
According to the Financial Services Authority (OJK), so far, sharia banking performance is still monitored positively.Sharia banking until March 2020 continues to show positive developments with assets, disbursed financing (PYD), and third party funds (DPK) that continue to grow, where asset growth of 12.04 percent, Disbursed Financing (PYD) at 14.15 percent, and Third Party Funds at 10.28 percent.Based on the data shows that Sharia banking is really resistant and immune to crisis 14,15 and able to grow significantly.With the growth of assets, financing and third-party funds from sharia banking, this leads to good acceptance from the people of Indonesia which is The usa with the biggest Muslim populace withinside the world.This phenomana of course will spur all Sharia Banks in Indonesia to compete for such a large market share.Based on information from the monetary Services Authority there are 14 Sharia Commercial Banks in Indonesia to date, from the number of such tests when viewed from the Top Brand Index (TBI) data, there are several sharia commercial banks competing in the top five based on the Top Brand Award of the last 5 years, namely the period of 2016 as well as 2020, which is detailed in the following table: Based on the data table 1, average in the last five years Bank Mandiri Syariah occupies the first position in the TBI, this illustrates that Bank Sharia Mandiri has the largest market share in the Islamic banking industry.Then followed by BRI Sharia, BNI Sharia and BCA Sharia.Furthermore, the data in table 1 indicates that by presentation the banks are competing quite tightly to be the first in the TBI and with index values that generally increase.This condition is inversely proportional to the index value of Bank Muamalat, where in the data it is seen that the TBI value index of Bank Muamalat from 2015 to 2020 continues to decline, whereas the overall value of TBI that can describe the position of market share of Bank Muamalat decreased from 15.8% in 2014 to 4.2% in 2018.This caused Bank Muamalat's position to drop from third position in 2104 to the bottom of the top five sharia banks that were included in the Top Brang Index Award in 2108.This condition should certainly be a concern for Bank Muamalat to be able to implement a way of or strategy in order to increase the TBI position or its market share position.This should be not impossible, because actually when viewed from the history of its establishment, Bank Muamalat itself is the first commercial bank in Indonesia to apply islamic sharia principles in carrying out its official operations in 1992 and making the mascot of sharia banks in Indonesia.With popularity because the first Sharia Commercial Bank in Indonesia, Bank Muamalat have become a pilot venture and trademark of the revival and large implementation of Islamic monetary regulation in Indonesia at that time and the moment of its establishment was eagerly awaited by the people of Indonesia.
One of the strategies that can be done by Sharia banking, especially Bank Muamalat which is the object in This studies so one can growth marketplace percentage withinside the Islamic banking industry, is to create Brand Equity to each customer.

BRAND EQUITY
Brand Equity is an intangible asset by owned company because of the value it provides both to 323 producers and to customers.9 Further because brand is a value indicator where value is defined as total get (functional and emotional benefit) divided by total give (price and other expenses), then if the company has or can give a total get higher than the total give then the brand has a strong equity value.Brand Equity is a chain of logo belongings and liabilities related to a logo, its call and image that boom or lower the cost that a product/carrier offers to the enterprise and or clients of that company.(David A. Aaker, 1999), Aaker's definition implies that Brand Equity can be valuable for companies (Company-Based Brand Equity) and for consumers (Customer based brand Equity).With a different language Agus W. Soehadi (2005) mentioned that the brand will be valuable if consumers have a positive experience with it, the accumulation of positive experiences will make the bond or loyalty between consumers and brands stronger.The strength of a brand according to him depends on how far the brand can guarantee future cashflow earning, in other words a strong brand must also be financially healthy.Based on research conducted altaf et al (2017) revealed that Brand Value, Brand Awareness, and Brand Loyality have an affect and can create Brand Equity..

BRAND VALUE
Brand value is related to how far consumers understand and have a positive association with the brand.Brand value is formed through product/service performance approach (Brand Performance) and emotional or personification approach (Brand Imagery).Brand Performance itself is related to intrinsic attributes (attributes attached to products or services), while brand imagery is related to extrinsic attributes (attributes that are not directly related to the product/service).H1: There is an affect of Brand Value on Brand Equity

BRAND AWARENESS
Brand Awareness leads to the ability of consumers to remember, recognize brands, and be able to connect them to logos, brand names, and other things about the brand (Altaf et al.,2017).It is important for companies to recognize and remember the company's brand easily.The Company must be able to communicate the company's product or brand well to the target market that best suits the product or brand to be sold.
The better consumers know or are aware of a product or brand either by logo, name or other things, of course consumers will be much more likely to choose or buy back the product than the product or brand that has not been or is not known konsuemn.This is sangant understood because when the consignment will furniture back a product is very directly related to the information that is in the consumer.The more consumers recognize (aware) then the product or brand has a high chance to be repurchased by consumers or loyal (Moisescu, 2009).Based on the description and theory above, it can be compiled hipotesisi second as follows: H2 There is an affect of Brand Awareness on Brand Equity

BRAND LOYALITY
Measure of how often consumers repeatedly buy products from a brand in the future (Schiffman and Wisenblit;2015:168). Loyal consumers will be marked by making repeated purchases in the future and do not hesitate to share positive information about the brand with others and invite others to use or consume the brand used or consumed.
With the condition of consumers who make buybacks, spread positive information (positive word of mouth /WOM) and invite others to consume the brand they use, it will certainly have an impact on increasing sales of the brand, and in the long run will have an effect on increasing the market share of the brand in question.This is in accordance with research conducted by (Gounaris & Stathakopoulos, 2004) which states that brand loyalty can increase the market share of the brand in question.Similarly, research conducted by (Jansen & Hansen, 2016) stated that brand loyalty increases market share exponentially.
The stronger the brand image in the mind or mind of the consumer, it will form and improve the Brand Loyality of consumers or customers of the product or brand in question.This is similar to research conducted by (Altaf et. al, 2017) 1 Email: 1. kamalinadj@gmail.com, 2. Diantriyanianata@gmail.com, 3. lusprapti@gmail.com 2 *Corresponden Author, Email: kamalinadj@gmail.comP-ISSN: 2580-6084, E-ISSN: 2580-8079 H1 H2 H3 H3: There is an affect of Brand Loyality on Brand Equity.
Based on the theoretical framework description and hypothesis development above, it can be described the form of affect of Brand Value, Brand Awareness, Brand Ambassador to Brand Equity in a theoretical thought framework as follows: THEORETICAL FRAMEWORK

RESEARCH METHODS
The research method used in this study is through a survey.Data analysis is conducted quantitatively and using research design is causality.This aims to determine the affect between Brand Value, Brand Awareness, Brand Loyality on Brand Equity on Bank Muamalat customers in Semarang.The facts evaluation approach used on this look at is more than one linear regression.The sampling approach used on this look at is to apply Non-Probability Sampling with Purposive Sampling approach.
Primary data retrieval is done by sharing questioners to Bank Muamalat customers in Semarang area.All sample data obtained through the spread of questioners amounted to 100 respondents and will be processed using SPSS 23 (Statistical Package for Social Science) software.

RESULTS AND DISCUSSION
Validity check is employed to live the validity or validity of a form (Ghozali, 2018:51).
The question item in the questionnaire is declared valid if the table r value of the entire question is greater when compared to the calculated r value.While reliability testing is used to determine whether the questions on the questionnaire can produce consistent or stable answers over time (Sekaran and Bougie, 2016:137).The question item in the questionnaire is declared reliable if the entire question item has a value of cronbach's

Brand Value X1
Brand Awareness X2
Similarly, for reliability testing, the table above indicates that the entire question item has a value of cronbach's alpha > 0.60, so it can be concluded that all question items created by nature of the questionnaire are declared reliable.The normality test aims to check whether or not within the regression model, the ensuing error incorporates a distribution or not (Santoso;2012:230).Kolmogorov-Smirnov test regression model is full of normality assumptions if the value of asymp.sig>Alpha (0.05) (Ghozali, 2018:161).Based on table 3 above, kolmogorov-smirnov test results, it appears that the value of Asymp.Sig (2-tailed) > α (0.235 > 0.04), which means that this result reinforces the general result that the regression model fulfills the assumption of normality.The Multicolerity Test targets to check whether or not a regression version is discovered to have a correlation or relationship between free variables (Anderson et al;2014, 703).
A good regression model is that if there is no correlation between free variables, so the free variables are not Orthogonal.(An Orthogonal variable is an independent variable that has a correlation value between fellow independent variables equal to zero).
The regression model is said not to occur multicolonrity is if the Tolerance value > 0.10 or when the VIF value < 10 (Now and Bougie; 2016, 316).Based on table 3 above the overall tolerance value > 0.10 and VIF value < 10, so it can be concluded that there is no multicolinearity in the regression model.
Heteroskedastisity test aims to check whether or not within the regression model there's a variance difference from residual to different observations.then it is called Homodecastisity and if different is called Heteroskedastisitas (Ghozali 2018, 137).A good regression model is if not heteroskedastisity occurs, in other words a good regression model is one that has a fixed residual variance of one kepeng observation Another or homoskedastisity (Ghozali 2018, 137).To test heteroskedastisity using a nongraphical method (Glejser Test) a regression model is not occurring Heteroskedastisitas is when the sig value > α (0.05) (Ghozali2018,142).
Brand Loyality has a positive and significant effect on Brand Equity at Bank Muamalat in Semarang, meaning brand equity is an important thing that must be sharia banking, especially Bank Muamalat instilled in the mind or mind of its customers, because the stronger the brand image in the mind or mind of consumers will form and improve the Brand Equity of consumers or customers of the product or brand concerned.

Table 4 . Multicolinearity Test Results
Source: The results of data processing using SPSS 24