ANALISIS FAKTOR FAKTOR YANG MEMPENGARUHI BRAND LOYALTY MELALUI BRAND TRUST PADA PENGGUNA BRAND LOKAL
DOI:
https://doi.org/10.33578/mbi.v17i9.368Keywords:
Brand Loyalty, Brand Trust, Local BrandAbstract
This research was conducted with the aim of proving brand experience, perceived value, brand personality, brand image, product quality and service quality on brand loyalty with brand trust as a mediating variable on local brand users. The population in this research is the people of Batam who use local brand users. Purposive sampling method was used to collect samples by taking samples based on certain considerations, namely that respondents were using local brand users. The questions in this study were 22, so the smallest number of samples required was 22 x 10 = 220 samples. To ensure the data is met and there are no shortages, the questionnaire will be distributed to 250 respondents. The data was processed using the Smart Partial Least Square (PLS) 3.0 program. The results of this study indicate that the independent variable on the brand trust mediation variable is 0.553, which means that the independent variable can explain the mediating variable as much as 55.3% while 44.7% is explained by other variables. The independent variable can explain the dependent variable as much as 80.3%. While 19.7% is explained by other variables. The results of the quality index are declared large because the GOF value is greater than 0.36
References
Abd Aziz, S., Jusoh, M. S., & Amlus, M. H. (2018). An Investigation on The Mediating Effect of Brand Trust on the Relationship between Elements of Brand Management and Brand Loyalty : A Literature Review. Middle-East Journal of Scientific Research, 26(1), 27–34. https://doi.org/10.5829/idosi.mejsr.2018.27.34
Agustin, I. N. (2019). Aplikasi Software Spss dan SmartPLS Modul Statistika Universitas Internasional Batam - 2017.
Ahyar, H. dkk. (2020). Buku Metode Penelitian Kualitatif & Kuantitatif.Yogyakarta:CV. Pustaka Ilmu. (Issue March).
Andi ibrahim, A. haq alan et al. (1375). BUKU METODOLOGI.
Bernarto, I., Berlianto, M. P., Meilani, Y. C. P., Masman, R. R., & Suryawan, I. N. (2020). The Influence of Brand Awareness, Brand Image, and Brand Trust on Brand Loyalty. Jurnal Manajemen, 24(3), 412. https://doi.org/10.24912/jm.v24i3.676
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73(3), 52–68. https://doi.org/10.1509/jmkg.73.3.52
Budi, S. C., Hidayat, Z., & Mani, L. (2021). The Effects of Experience and Brand Relationship to Brand Satisfaction, Trust and Loyalty Shopping Distribution of Consumer Philips Lighting Product in Indonesia. Journal of Distribution Science, 19(1), 115–124. https://doi.org/10.15722/jds.19.1.202101.115
Choi, Y. G., & Hyun, S. S. (2016). Evaluating Relationships among Brand Experience, Brand Personality, Brand Prestige, Brand Relationship Quality, and Brand Loyalty: An Empirical Study of Coffeehouse Brands. International Business Research, 1(1), 1–12.
Dhanny, O., Hudayah, S., Paminto, A., Hariyadi, S., & Doddy, A. (2021). Investigation of Perceived Quality and Brand Trust Antecedents and Their Consequences on Brand Loyalty of Toyota Avanza Vehicle in East Kalimantan Province, Indonesia. International Journl of Management, 12(1), 641–658. https://doi.org/10.34218/IJM.12.1.2021.055
Dwivedi, A. (2015). Journal of Retailing and Consumer Services A higher-order model of consumer brand engagement and its impact on loyalty intentions. 24, 100–109. https://doi.org/10.1016/j.jretconser.2015.02.007
Edbert, C., & Keni. (2020). Prediksi Brand Experience Dan Perceived Quality Terhadap Brand Loyalty: Brand Trust Sebagai Variabel Mediasi. Jurnal Manajerial Dan Kewirausahaan, II(2), 42–51.
Fard, M. E., Poor, A. K., & Zendehdel, A. (2016). The Effect of Brand Communication and Service Quality in the Creation of Brand Loyalty through Brand Trust. International Journal of Advanced Studies in Humanities and Social Science, 1(8), 336–346.
Farkhan, M. Z., & Suwandari, L. (2020). Brand Experience towards Brand Loyalty with Brand Trust as Mediation variable. International Sustainable Competitiveness Advantage, 1(9), 684–693.
Garanti, Z., & Kissi, P. S. (2019). The effects of social media brand personality on brand loyalty in the Latvian banking industry: The mediating role of brand equity. International Journal of Bank Marketing, 37(6), 1480–1503. https://doi.org/10.1108/IJBM-09-2018-0257
Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25 (A. Tejokusuma (ed.); Edisi 9). Universitas Diponegoro.
Gstngr, I., Diputra, A. W., & Yasa, N. N. (2021). The Influence of Product Quality, Brand Image, Brand Trust on Customer Satisfaction and Loyalty. American International Journal of Business Management (AIJBM), 4(01), 25–34. http://118.97.187.12/pustaka/files/17726/jurnal/the-impact-of-service-quality-product-quality-and-price-on-customer-satisfaction.pdf
Hair, J. F., Ringle, C. M., Gudergan, S. P., Fischer, A., Nitzl, C., & Menictas, C. (2019). Partial least squares structural equation modeling-based discrete choice modeling: an illustration in modeling retailer choice. Business Research, 12(1), 115–142. https://doi.org/10.1007/s40685-018-0072-4
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hair, J., Hult, G. T., Ringle, C., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) - Joseph F. Hair, Jr., G. Tomas M. Hult, Christian Ringle, Marko Sarstedt. In Sage.
Hamid, R. S., & Anwar, S. (2019). Struktural Equation Modeling (SEM) Berbasis Varian Konsep Dasar dan Aplikasi dengan Program SmartPLS 3.2.8 dalam Riset Bisnis (Abiratno, S. Nurdiyanti, & A. D. Diniati Raksanagara (eds.); Edisi 1). PT Inkubator Penulis Indonesia.
Hariyanto, E. (2018). The Influence of brand experience through brand trust and brand satisfaction toward brand loyalty consumer at Carl’s Jr Surabaya. Petra Business & Management Review, 4(2), 19–29.
Hasan, G., & Christina. (2021). the Influence of Servi̇ce Quali̇ty, Experi̇ence Desti̇nati̇on Image Wi̇th Sati̇sfacti̇o Medi̇ati̇on on Touri̇s Vi̇si̇ti̇ng Batam Ci̇ty. International Journal of Research Granthaalayah, 9(12), 95–107. https://doi.org/10.29121/granthaalayah.v9.i12.2021.4404
Hokky, L. A., & Bernarto, I. (2021). The Role of Brand Trust and Brand Image on Brand Loyalty on Apple iPhone Smartphone Users in DKI Jakarta. Journal of Management, 12(1), 474–482.
Khan, I., & Fatma, M. (2019). Connecting the dots between CSR and brand loyalty: The mediating role of brand experience and brand trust. International Journal of Business Excellence, 17(4), 439–455. https://doi.org/10.1504/ijbex.2019.099123
Khawaja, L., Ali, A. A., & Mostapha, N. (2021). The mediating effect of customer satisfaction in relationship with service quality, corporate social responsibility, perceived quality and brand loyalty. Management Science Letters, 11(10), 763–772. https://doi.org/10.5267/j.msl.2020.10.030
Khoi, B., & Cuong, D. T. (2019). The Effect of Brand Image and Perceived Value on Satisfaction and Loyalty at Convenience Stores in Vietnam. September.
Mabkhot, H. A., Hasnizam, & Salleh, S. M. (2017). The influence of brand image and brand personality on brand loyalty, mediating by brand trust: An empirical study. Jurnal Pengurusan, 50, 71–82. https://doi.org/10.17576/pengurusan-2017-50-07
Madeline, S., & Sihombing, S. O. (2019). the Impacts of Brand Experiences on Brand Love , Brand Trust , and Brand Loyalty : an Empirical Study Dampak Pengalaman Merek Pada Cinta Merek , Kepercayaan. Jurnal Bisnis Dan Manajemen, 20(2), 91–107.
Marliawati, A., & Cahyaningdyah, D. (2020). Impacts the Brand of Experience and Brand Image on Brand Loyalty: Mediators Brand of Trust. Management Analysis Journal, 9(2), 140–151. https://doi.org/10.15294/maj.v9i2.36945
Memon, M. S., Soomro, M. A., Channa, M. A., & Solangi, B. (2021). Measuring the effect of Brand Personality on Brand Loyalty: Mediating Role of Customer Satisfaction. Psychology and Education Journal, 58(1), 2386–2397. https://doi.org/10.17762/pae.v58i1.1114
Molinillo, S., Japutra, A., Nguyen, B., & Chen, C. H. S. (2017). Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty. Marketing Intelligence and Planning, 35(2), 166–179. https://doi.org/10.1108/MIP-04-2016-0064
Mukerjee, K. (2018). The impact of brand experience, service quality and perceived value on word of mouth of retail bank customers: Investigating the mediating effect of loyalty. Journal of Financial Services Marketing, 23(1), 12–24. https://doi.org/10.1057/s41264-018-0039-8
Pandean, A. V., & Budiono, H. (2021). Brand Image Dan Brand Experience Untuk Memprediksi Brand Loyalty Mcdonald’s Dengan Brand Trust Sebagai Variabel Mediasi. Jurnal Manajemen Dan Kewirausahaan, 3(1), 156–164.
Pertiwi, A. R., Djawahir, A. H., & Andarwati, A. (2017). Pengaruh brand experience terhadap brand satisfaction, brand trust dan brand loyality (Studi Pada Konsumen Make-Up Brand Impor di Surabaya). Jurnal Manajemen Dan Kewirausahaan, 5(2), 20–35. https://doi.org/10.26905/jmdk.v5i2.1355
Pranadata, I. G. P. (2017). Analisis Pengaruh Brand Experience Terhadap Brand Perceived Value, Brand Satisfaction, Dan Brand Loyalty. Jurnal Bisnis Dan Manajemen, 4(2), 217–228. https://doi.org/10.26905/jbm.v4i2.1702
Pratiwi, R. S., Salim, U., & Sunaryo, S. (2021a). the Effect of Brand Experience and Perceived Value on Brand Loyalty Mediated By Brand Trust. Jurnal Aplikasi Manajemen, 19(2), 310–318. https://doi.org/10.21776/ub.jam.2021.019.02.07
Pratiwi, R. S., Salim, U., & Sunaryo, S. (2021b). The Effect of Brand Experience and Perceived Value on Brand Loyalty Mediated By Brand Trust. Jurnal Aplikasi Manajemen, 19(2), 310–318. https://doi.org/10.21776/ub.jam.2021.019.02.07
Puspaningrum, A. (2020). Social Media Marketing and Brand Loyalty: The Role of Brand Trust. Journal of Asian Finance, Economics and Business, 7(12), 951–958. https://doi.org/10.13106/JAFEB.2020.VOL7.NO12.951
Putu, I., Semadi, Y., & Ariyanti, M. (2018). The Influence of Brand Experience, Brand Image, and Brand Trust on Brand Loyalty of Abc-Cash. Asian Journal of Management Sciences & Education, 7(3), 12–23.
Qibtiyah, M., & Setyawati, H. A. (2021). Pengaruh Product Quality Terhadap Brand Loyalty Dengan Customer Satisfaction Dan Brand Trust Sebagai Variabel Intervening. Jurnal Manajemen Bisnis Dan Kewirausahaan, 1(1), 1–8.
Rahmatulloh, Yasri, & Abror. (2019). The Influence of Brand Image and Perceived Quality on Brand Loyalty with Brand Trust as Mediator in PT Bank Syariah Mandiri. Jurnal Atlantis Press, 6(4), 1–11. https://doi.org/10.2991/piceeba2-18.2019.38
Rofianah, Paramita, P. D., & Fathoni, A. (2016). Pengaruh Product Quality, Service Quality Dan Customer Perceived Value Terhadap Customer Loyalty Dengan Dimediasi Trust Pelanggan Pada Mini Market Alfamart Boja Kendal. Journal Of Management, 2(2), 1–15.
Sahin, A., Kitapçi, H., Altindag, E., & Gök, M. S. (2017). Investigating the impacts of brand experience and service quality. International Journal of Market Research, 59(6), 707–724. https://doi.org/10.2501/IJMR-2017-051
Sahin, A., Zehir, C., & Kitapci, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty; an empirical research on global brands. Procedia - Social and Behavioral Sciences, 24, 1288–1301. https://doi.org/10.1016/j.sbspro.2011.09.143
Tamindael, M., & Ruslim, T. S. (2021). Pengaruh Komunikasi dan Citra Merek Terhadap Loyalitas Merek Dengan Kepercayaan Sebagai Mediasi. Jurnal Manajerial Dan Kewirausahaan, III(1), 236–244.
Taqi, I., & Muhammad, G. (2020). Brand loyalty and the mediating roles of brand image and customer satisfaction. Market Forces, 15(1), 101–119.
Ukaj, F., & Mullathahiri, V. (2019). The Relationships among Service Quality and e-Marketing with Trust and Loyalty to Brands of Mobile Telephone Operators in Kosovo. Journal of Distribution Science, 17(10), 27–39. https://doi.org/10.15722/jds.17.10.201910.27
Uzir, M. U. H., Hamid, A. B. A., Jerin, I., Latiff, A. S. A., & Thurasamy, R. (2021). Customer satisfaction and brand loyalty to electronic home appliances in Bangladesh: the contingent role of brand trust. In SN Business & Economics (Vol. 1, Issue 6). Springer International Publishing. https://doi.org/10.1007/s43546-021-00088-z
Villagra, N., Monfort, A., & Sánchez Herrera, J. (2021). The mediating role of brand trust in the relationship between brand personality and brand loyalty. Journal of Consumer Behaviour, 20(5), 1153–1163. https://doi.org/10.1002/cb.1922
Wijaya, A. F. B., Surachman, S., & Mugiono, M. (2020a). the Effect of Service Quality, Perceived Value and Mediating Effect of Brand Image on Brand Trust. Jurnal Manajemen Dan Kewirausahaan, 22(1), 45–56. https://doi.org/10.9744/jmk.22.1.45-56
Downloads
Published
Issue
Section
License
Copyright (c) 2023 Efriza Shahara Kennedi, Lady Lady
This work is licensed under a Creative Commons Attribution 4.0 International License.
