The Influence of Brand Experience on Brand Loyalty through Perceived Quality, Brand Trust and Customer Satisfaction as Mediation
Abstract
The purpose of this study is to determine the influence of brand experience on brand loyalty by adding perceived quality, brand trust and customer satisfaction as mediating variables. The collection method in this study was by non-probability sampling method and purposive sampling technique. The data used in this study are quantitative data obtained from a questionnaire with a total of 306 respondents. With a 5-point Likert Scale it ranges from 1 (Strongly Disagree) to 5 (Strongly Agree). The results of the study revealed that there is a positive relationship between Brand Experience to Perceived Quality, Brand Experience to Customer satisfaction, Brand Experience to Brand Trus, Brand Experience to Brand Loyalty and Brand Trust to Brand Loyalty. The managerial implication in this study is that the shoe rodusen is to add innovation as an example, namely adding the latest model model that suits the interests of the market or consumers, so that consumers will be interested in buying shoe products produced by manufacturers. In addition, manufacturers must conduct more surveys about what the market wants, while also being actively involved in social media in order to survive in the manufacturing and fashion industries because market interest is also influenced, one of which is by technological advances and social media.
Keywords: Brand Experience, Brand Loyalty, Perceived Quality, Brand Trust, Customer Satisfaction.
Abstrak
Penelitian ini bertujuan guna mengetahui pengaruh pengalaman merek terhadap loyalitas merek dengan menambahkan kualitas yang dirasakan, kepercayaan merek dan kepuasan pelanggan sebagai variable mediasi. Metode pengumpulan pada penelitian ini dengan metode non-probability sampling dan teknik purposive sampling. Data yang dipakai pada penelitian ini ialah data kuantitatif yang didapatkan dari kuesioner dengan jumlah responden 306 responden. Dengan Skala Likert 5 poin berkisar dari 1 (Sangat Tidak Setuju) hingga 5 (Sangat Setuju). Hasil penelitian mengungkapkan bahwa adanya hubungan positif antara Brand Experience terhadap Perceived Quality, Brand Experience terhadap Costumer satisfaction, Brand Experience terhadap Brand trus, Brand Experience terhadap Brand Loyalty dan Brand Trust terhadap Brand Loyalty. Implikasi manajerial dalam penelitian ini yaitu produsen sepatu adalah untuk menambah melakukan inovasi sebagai contoh yakni menambahkan model model yang terbaru yang sesuai dengan minat pasar ataupun konsumen,sehingga konsumen akan tertarik untuk membeli produk sepatu yang dihasilkan oleh produsen. Selain itu produsen harus lebih banyak melakukan survey tentang apa yang diinginkan pasar selain itu juga terlibat aktif di media sosial agar tetap bisa bertahan di industri manufaktur dan fashion karena minat pasar juga dipengaruhi salah satunya oleh kemajuan teknologi dan sosial media.
Kata Kunci : Brand Experience, Brand Loyalty, Perceived Quality, Brand Trust, Customer Satisfaction.
Full Text:
Download PDFReferences
Alhaddad, Abdullah. 2015. “Perceived Quality, Brand Image And Brand Trust As Determinants Of Brand Loyalty.” Quest Journals Journal Of Research In Business And Management 3(4):1–08.
Asep Hermawan, Wisnu. 2011. “Pengaruh Perceived Quality Citra Merek.” Jurnal Manajmen Dan Pemasaran Jasa 4:39–50.
Atulkar, Sunil. 2020. “Brand Trust And Brand Loyalty In Mall Shoppers.” Marketing Intelligence And Planning 38(5):559–72. Doi: 10.1108/MIP-02-2019-0095.
Brand, D. A. N., And Experience Terhadap. 2022. “Analisis Pengaruh Brand Image , Perceived Quality , Dan Brand Experience Terhadap Brand Loyalty Pada Air Mineral Aqua Di Solo Raya.”
Huang, Chao Chin. 2017. “The Impacts Of Brand Experiences On Brand Loyalty: Mediators Of Brand Love And Trust.” Management Decision 55(5):915–34. Doi: 10.1108/MD-10-2015-0465.
Hussein, Ananda Sabil. 2018. “Effects Of Brand Experience On Brand Loyalty In Indonesian Casual Dining Restaurant: Roles Of Customer Satisfaction And Brand Of Origin.” Tourism And Hospitality Management 24(1):119–32. Doi: 10.20867/Thm.24.1.4.
Irawati, Cindy. 2021. “Pengaruh Brand Experience Dan Brand Image Terhadap Brand Loyalty Pada Pelanggan Boncabe Di Jakarta: Customer Satisfaction Debagai Variabel Mediasi.” Jurnal Manajemen Bisnis Dan Kewirausahaan 5(1):16. Doi: 10.24912/Jmbk.V5i1.10230.
Kayaman, Rüçhan, And Huseyin Arasli. 2007. “Customer Based Brand Equity: Evidence From The Hotel Industry.” Managing Service Quality 17(1):92–109. Doi: 10.1108/09604520710720692.
Moreira, António Carrizo, Pedro M. Freita. Da Silva, And Victor M. Ferreira Moutinho. 2017. “Les Effets Des Expériences De Marque Sur La Qualité, La Satisfaction Et La Fidélité: Une Étude Empirique Dans Le Domaine Des Services Multiples De Télécommunications.” Innovar 27(64):23–38. Doi: 10.15446/Innovar.V27n64.62366.
Naggar, Rasha Abdel Aziz El, And Noha Bendary. 2017. “The Impact Of Experience And Brand Trust On Brand Loyalty, While Considering The Mediating Effect Of Brand Equity Dimensions, An Empirical Study On Mobile Operator Subscribers In Egypt.” The Business And Management Review 9(2):16–25.
Panjaitan, Yeriko, And Sudjatno Rofiaty. 2016. “The Influence Of Brand Experience On Brand Loyalty Through Mediation Of Brand Satisfaction And Brand Trust (Malang City Typical Cuisine Study).” Jurnal Bisnis Dan Manajemen 3(2):252–66.
Ramaseshan, B., And Alisha Stein. 2014. “He Was The Vice-President (International Membership) Of The Academy Of Marketing Science From 2004 To 2006. Miss Alisha Stein Is A Research Fellow In The.” Journal Of Service Research, Journal Of Business Research And Journal Of Marketing Management 664–83.
Revaldi, Aditya, Latifianisa Hayuningtyas, Putri Kusumastuti Suhardi, And Atikah Gantini. 2022. “THE EFFECTS OF BRAND EXPERIENCE ON BRAND LOYALTY MEDIATED BY BRAND PASSION, SELF-BRAND CONNECTION, BRAND AFFECTION, AND CUSTOMER SATISFACTION ON SMARTPHONE USERS IN INDONESIA.” Jurnal Ekonomi Bisnis Dan Kewirausahaan (JEBIK) 2022 11(1):47–60. Doi: 10.26418/Jebik.V11i1.48516.
Şahin, Azize, Cemal Zehir, And Hakan Kitapçi. 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. Doi: 10.1016/J.Sbspro.2011.09.143.
Xixiang, Sun, Rukhsana Gul Gilal, And Faheem Gul Gilal. 2016. “Brand Experience As A Contemporary Source Of Brand Equity In 21 St Century : Evidence From The Chinese Consumer Market.” International Journal Of Education And Research 4(9):63–76.
DOI: https://doi.org/10.37531/sejaman.v4i3.2550
Refbacks
- There are currently no refbacks.
