Peranan Reputasi untuk Produk Line dan Sektor Berbeda

Chusnul Abady; Heri Kuseiri

doi:10.46821/ijms.v5i1.805

Authors

Chusnul Abady Universitas Bhayangkara Surabaya
Heri Kuseiri Universitas Bhayangkara Surabaya

DOI:

https://doi.org/10.46821/ijms.v5i1.805

Keywords:

JKK

Abstract

Studi sekarang ini berusaha menggali peranan reputasi, terutama dalam kasus peluncuran product line baru atau operasi di sektor berbeda. Untuk tujuan ini, studi ini menggunakan BCA sebagai studi kasus. Hal ini mengingat sejumlah faktor. Pertama, BCA telah memiliki reputasi dalam dan luar negeri. Kedua, BCA telah mendirikan BCA syariah yang bergerak di sektor yang berbeda tetapi masih berkaitan. Pengaruh BCA pada BCA syariah tidak dapat dipungkiri, mengingat reputasinya yang tinggi serta nama yang masih tertera di BCA syariah. Namun demikian, sektor yang menuntut prinsip berbeda memerlukan reputasi dan brand yang berbeda. Studi sekarang ini bermaksud menggali peran reputasi perusahaan utama dan mendapati tahapan perusahaan cabang atau operasi lain yang menunjukkan peralihan ke kemandirian atau pemisahan. Studi ini dimulai dengan pendekatan deskriptif mengenai reputasi BCA. Kemudian studi ini berusaha mengembangkan sebuah model untuk pendekatan kuantitatif untruk membuktikan ide-ide dasar yang muncul dalam diskusi deskriptif. Pendekatan kuantitatif bermaksud menggali hubungan antara reputasi dengan kepercayaan.

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