Abstract

This study aims to examine Rebranding of Bank NTB into Bank NTB Syariah on Non-Muslim Customer Loyalty. Banks belonging to the regional government of West Nusa Tenggara make total changes or conversions from conventional banks to Islamic banks when performance improves, not by creating new units or companies like other companies. The approach in this study uses quantitative methods and includes the type of causality research. The sample in this study is the non-Muslim community who are customers of Bank NTB Syariah, amounting to 104 people. Data collected by questionnaires. Data analysis completed using SEM-PLS. The results of this study indicate that the Brand Image of the Bank NTB Syariah has a positive and significant effect on Brand Loyalty. Brand Experience has a positive and significant impact on Brand Loyalty. Self-Congruity of non-Muslim customers has a positive and significant effect on Brand Loyalty. Self-Congruity has a positive and significant effect on Brand Image. Brand Experience positively and significantly impacts the Self-Congruity of non-Muslim customers towards Bank NTB Syariah products.

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