The Impact of Trust On Behavior Intention At Bank Bjb KCP Purwokerto In Mediating Brand Image

Abstract

Building trust through a strong brand image is essential to luring new bank clients in the era of digitization and Industry 4.0. A strong brand image communicates a dedication to security, quick response, and technical innovation, offering potential clients assurance in the privacy of their data and the ease of transactions. In a highly competitive environment, a positive brand image can distinguish a bank from its rivals, establish an emotional bond with prospective clients, and establish a credible presence in the market. This research seeks to assess how trust mediates the impact of brand image on the behavioral intentions of individuals who select Bank BJB KCP Purwokerto as their trusted banking institution. This study adopts a quantitative approach and employs the Structural Equation Model (SEM) data processing method, utilizing the Smart PLS software. The number of respondents in this study were 150 people who were in the working area of Bank BJB KCP Purwokerto. The results showed that there was a significant influence of the trust variable on how brand image affects people's behavioral intentions in choosing Bank BJB KCP Purwokerto as their bank of choice. Further results will be discussed in the article