Article Sidebar
Main Article Content
Abstract
Penelitian memiliki tujuan untuk menggambarkan dan menganalisa hubungan beberapa variabel, diantaranya adalah variabel brand experience (pengalaman merek), variabel brand trust (kepercayaan merek), dan variabel brand satisfaction (kepuasan merek) terhadap variabel brand loyalty (loyalitas) pada pengguna smartphone xiaomi di Yogyakarta. Pengguna smartphone xiaomi di Daerah Istimewa Yogyakarta menjadi sampel penelitian. 366 responden menyumbangkan temuan penelitian. Peneliti mengunakan lima variabel untuk penelitian ini, yaitu variabel brand experience (pengalaman merek), variabel brand trust (kepercayaan merek), variabel brand satisfaction (kepuasan merek), dan variabel brand loyalty (loyalitas merek). Variabel tersebut menyusun dan membentuk lima hipotesis penelitian, lima hipotesis yang digunakan dalam penelitian yaitu: petama adalah brand experience (pengalaman merek) berpengaruh positif terhadap brand satisfaction (kepuasan merek), yang kedua adalah brand experience (pengalaman merek) berpengaruh positif terhadap brand trust (kepercayaan merek), yang ketiga adalah brand experience berpengaruh positif terhadap brand loyalty, yang keempat adalah brand satisfaction berpengaruh positif terhadap brand loyalty, dan yang kelima adalah brand trust berpengaruh positif terhadap brand loyalty.
Keywords
Article Details
Copyright (c) 2023 Dimas Ari Pamungkas, Asmai Ishak
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
- Baig, S.A. et al. (2015) “Mediating roles of customer satisfaction and customer trust in building brand loyalty: An empirical study in Pakistan,” Business Management Dynamics, 4(10), hal. 1–29.
- Başer, İ.U., Cintamür, İ.G. dan Arslan, F.M. (2016) “Examining the Effect of Brand Experience on Consumer Satisfaction, Brand Trust and Brand Loyalty,” İktisadi ve İdari Bilimler Dergisi, 37(2), hal. 101–128. doi:10.14780/iibd.51125.
- Cheng, Q., Fang, L. dan Chen, H. (2016) “Visitors’ brand loyalty to a historical and cultural theme park: a case study of Hangzhou Songcheng, China,” Current Issues in Tourism, 19(9), hal. 861–868. doi:10.1080/13683500.2015.1006589.
- Delgado-Ballester, E. dan Munuera-Alemán, J.L. (2001) “Brand trust in the context of consumer loyalty,” European Journal of Marketing, 35(11/12), hal. 1238–1258. doi:10.1108/EUM0000000006475.
- Erwin dan Sitinjak, T.J.R. (2017) “Kontribusi Kualitas Jasa, Kepercayaan dan Kepuasan Konsumen dalam Menciptakan Loyalitas Konsumen,” Business Management Journal, 13(2), hal. 133–150. doi:10.30813/bmj.v13i2.916.
- Fikri, I., Yasri, Y. dan Abror, A. (2018) “The Impact of Brand Experience and Brand Trust on Brand Engagement: The Mediating Effect of Brand Satisfaction,” in Proceedings of the First Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2018). Padang: Atlantis Press, hal. 153–161. doi:10.2991/piceeba-18.2018.43.
- Fishbein, M. (1979) “A theory of reasoned action: Some applications and implications.,” Nebraska Symposium on Motivation. US: University of Nebraska Press, hal. 65–116.
- Ha, H.-Y. dan Perks, H. (2005) “Effects of consumer perceptions of brand experience on the web: brand familiarity, satisfaction and brand trust,” Journal of Consumer Behaviour, 4(6), hal. 438–452. doi:https://doi.org/10.1002/cb.29.
- Lacap, J.P.G. dan Tungcab, A.P. (2020) “The influence of brand experience on brand loyalty among mobile phone users in pampanga, philippines: A mediation analysis,” Asia-Pacific Social Science Review, 20(3), hal. 17–31. Tersedia pada: https://www.dlsu.edu.ph/wp-content/uploads/pdf/research/journals/apssr/2020-September-vol20-3/3-the-influence-of-brand-experience-on-brand-loyalty-among-mobile-phone-users-in-pampanga-philippines-a-mediation-analysis.pdf.
- Lee, S. (Ally) dan Jeong, M. (2014) “Enhancing online brand experiences: An application of congruity theory,” International Journal of Hospitality Management, 40, hal. 49–58. doi:https://doi.org/10.1016/j.ijhm.2014.03.008.
- Mathew, V. dan Thomas, S. (2018) “Direct and indirect effect of brand experience on true brand loyalty: role of involvement,” Asia Pacific Journal of Marketing and Logistics, 30(3), hal. 725–748. doi:10.1108/APJML-08-2017-0189.
- Mohammad, A.A.S. (2017) “The Impact of Brand Experiences, Brand Equity and Corporate Branding on Brand Loyalty: Evidence from Jordan,” International Journal of Academic Research in Accounting, Finance and Management Sciences, 7(3), hal. 58–69. doi:10.6007/ijarafms/v7-i3/3102.
- Mostafa, R.B. dan Kasamani, T. (2021) “Brand experience and brand loyalty: is it a matter of emotions?,” Asia Pacific Journal of Marketing and Logistics, 33(4), hal. 1033–1051. doi:10.1108/APJML-11-2019-0669.
- Pranadata, I.G.P., Rahayu, M. dan Hussein, A.S. (2017) “ANALISIS PENGARUH BRAND EXPERIENCE TERHADAP BRAND PERCEIVED VALUE, BRAND SATISFACTION, DAN BRAND LOYALTY (Studi Kasus Pada Industri One Stop Carcare Service di Kota Malang),” Jurnal Bisnis dan Manajemen, 4(2), hal. 217–227. Tersedia pada: https://jurnal.unmer.ac.id/index.php/jbm/article/view/1702.
- Sahin, A., Zehir, C. dan Kitapçı, H. (2011) “The Effects of Brand Experiences, Trust and Satisfaction on Building Brand Loyalty; An Empirical Research On Global Brands,” in Procedia - Social and Behavioral Sciences. Amsterdam: Elsevier B.V., hal. 1288–1301. doi:https://doi.org/10.1016/j.sbspro.2011.09.143.
- Shin, S.K.S. et al. (2019) “Brand Trust and Brand Loyalty: A Moderation and Mediation Perspective,” Current Journal of Applied Science and Technology, 38(4), hal. 1–17. doi:10.9734/cjast/2019/v38i430376.
- Suhartanto, D. (2014) Metode Riset Pemasaran. Bandung: Alfabeta.
- Sukoco, B.M. dan Hartawan, R.A. (2011) “Pengaruh Pengalaman Dan Keterikatan Emosional Pada Merk Terhadap Loyalitas Konsumen,” Jurnal Manajemen Teori dan Terapan, 4(3), hal. 1–12. doi:10.20473/jmtt.v4i3.2421.
References
Baig, S.A. et al. (2015) “Mediating roles of customer satisfaction and customer trust in building brand loyalty: An empirical study in Pakistan,” Business Management Dynamics, 4(10), hal. 1–29.
Başer, İ.U., Cintamür, İ.G. dan Arslan, F.M. (2016) “Examining the Effect of Brand Experience on Consumer Satisfaction, Brand Trust and Brand Loyalty,” İktisadi ve İdari Bilimler Dergisi, 37(2), hal. 101–128. doi:10.14780/iibd.51125.
Cheng, Q., Fang, L. dan Chen, H. (2016) “Visitors’ brand loyalty to a historical and cultural theme park: a case study of Hangzhou Songcheng, China,” Current Issues in Tourism, 19(9), hal. 861–868. doi:10.1080/13683500.2015.1006589.
Delgado-Ballester, E. dan Munuera-Alemán, J.L. (2001) “Brand trust in the context of consumer loyalty,” European Journal of Marketing, 35(11/12), hal. 1238–1258. doi:10.1108/EUM0000000006475.
Erwin dan Sitinjak, T.J.R. (2017) “Kontribusi Kualitas Jasa, Kepercayaan dan Kepuasan Konsumen dalam Menciptakan Loyalitas Konsumen,” Business Management Journal, 13(2), hal. 133–150. doi:10.30813/bmj.v13i2.916.
Fikri, I., Yasri, Y. dan Abror, A. (2018) “The Impact of Brand Experience and Brand Trust on Brand Engagement: The Mediating Effect of Brand Satisfaction,” in Proceedings of the First Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2018). Padang: Atlantis Press, hal. 153–161. doi:10.2991/piceeba-18.2018.43.
Fishbein, M. (1979) “A theory of reasoned action: Some applications and implications.,” Nebraska Symposium on Motivation. US: University of Nebraska Press, hal. 65–116.
Ha, H.-Y. dan Perks, H. (2005) “Effects of consumer perceptions of brand experience on the web: brand familiarity, satisfaction and brand trust,” Journal of Consumer Behaviour, 4(6), hal. 438–452. doi:https://doi.org/10.1002/cb.29.
Lacap, J.P.G. dan Tungcab, A.P. (2020) “The influence of brand experience on brand loyalty among mobile phone users in pampanga, philippines: A mediation analysis,” Asia-Pacific Social Science Review, 20(3), hal. 17–31. Tersedia pada: https://www.dlsu.edu.ph/wp-content/uploads/pdf/research/journals/apssr/2020-September-vol20-3/3-the-influence-of-brand-experience-on-brand-loyalty-among-mobile-phone-users-in-pampanga-philippines-a-mediation-analysis.pdf.
Lee, S. (Ally) dan Jeong, M. (2014) “Enhancing online brand experiences: An application of congruity theory,” International Journal of Hospitality Management, 40, hal. 49–58. doi:https://doi.org/10.1016/j.ijhm.2014.03.008.
Mathew, V. dan Thomas, S. (2018) “Direct and indirect effect of brand experience on true brand loyalty: role of involvement,” Asia Pacific Journal of Marketing and Logistics, 30(3), hal. 725–748. doi:10.1108/APJML-08-2017-0189.
Mohammad, A.A.S. (2017) “The Impact of Brand Experiences, Brand Equity and Corporate Branding on Brand Loyalty: Evidence from Jordan,” International Journal of Academic Research in Accounting, Finance and Management Sciences, 7(3), hal. 58–69. doi:10.6007/ijarafms/v7-i3/3102.
Mostafa, R.B. dan Kasamani, T. (2021) “Brand experience and brand loyalty: is it a matter of emotions?,” Asia Pacific Journal of Marketing and Logistics, 33(4), hal. 1033–1051. doi:10.1108/APJML-11-2019-0669.
Pranadata, I.G.P., Rahayu, M. dan Hussein, A.S. (2017) “ANALISIS PENGARUH BRAND EXPERIENCE TERHADAP BRAND PERCEIVED VALUE, BRAND SATISFACTION, DAN BRAND LOYALTY (Studi Kasus Pada Industri One Stop Carcare Service di Kota Malang),” Jurnal Bisnis dan Manajemen, 4(2), hal. 217–227. Tersedia pada: https://jurnal.unmer.ac.id/index.php/jbm/article/view/1702.
Sahin, A., Zehir, C. dan Kitapçı, H. (2011) “The Effects of Brand Experiences, Trust and Satisfaction on Building Brand Loyalty; An Empirical Research On Global Brands,” in Procedia - Social and Behavioral Sciences. Amsterdam: Elsevier B.V., hal. 1288–1301. doi:https://doi.org/10.1016/j.sbspro.2011.09.143.
Shin, S.K.S. et al. (2019) “Brand Trust and Brand Loyalty: A Moderation and Mediation Perspective,” Current Journal of Applied Science and Technology, 38(4), hal. 1–17. doi:10.9734/cjast/2019/v38i430376.
Suhartanto, D. (2014) Metode Riset Pemasaran. Bandung: Alfabeta.
Sukoco, B.M. dan Hartawan, R.A. (2011) “Pengaruh Pengalaman Dan Keterikatan Emosional Pada Merk Terhadap Loyalitas Konsumen,” Jurnal Manajemen Teori dan Terapan, 4(3), hal. 1–12. doi:10.20473/jmtt.v4i3.2421.