Pengaruh Brand Love, Brand Satisfaction, Brand Trust Terhadap Purchase Intention Produk Gucci

Main Article Content

Yohanna Yohanna
Tommy Setiawan Ruslim

Abstract

The purpose of this study was to determine whether brand love, brand satisfaction, and brand trust have a positive influence on purchase intention of Gucci products. The sampling technique in this study using purposive sampling. This questionnaire was distributed to 115 respondents who know the Gucci brand and have at least one product from the Gucci brand. The research method used in this research is validity test, reliability test, sign of weight test, multicollinearity test, determination coefficient test, predictive relevance test, effect size test, path coefficients test, goodness of fit test, and hypothesis testing. Data analysis was processed with the help of SmartPLS software (v.3.3.2). The results of this study indicate that brand love has positive and significant results on purchase intention, brand satisfaction has a positive and significant result on purchase intention, brand trust has a positive and significant result on purchase intention.

 

Tujuan penelitian ini adalah untuk mengetahui apakah brand love, brand satisfaction, dan brand trust memiliki pengaruh positif terhadap purchase intention pada produk Gucci. Teknik pengambilan sampel dalam penelitian ini menggunakan purposive sampling. Kuesioner ini disebarkan kepada 115 responden yang mengetahui brand Gucci dan setidaknya memilikisatu produk dari brand Gucci. Metode penelitian yang digunakan pada penelitian ini adalah uji validitas, uji reliabilitas, uji sign of weight, uji multikolinearitas, uji koefisien determinasi, uji predictive relevance, uji effect size, uji path coefficients, uji goodness of fit, dan pengujian hipotesis. Analisis data diolah dengan bantuan software SmartPLS (v.3.3.2). Hasil penelitian ini menunjukkan bahwa brand love memiliki hasil yang positif dan signifikan terhadap purchase intention, brand satisfaction memiliki hasil yang positif dan signifikan terhadap purchase intention, brand trust memiliki hasil yang positif dan signifikan terhadap purchase intention.

Article Details

Section
Articles
Author Biographies

Yohanna Yohanna, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara, Jakarta

Tommy Setiawan Ruslim, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara, Jakarta

References

Ahuvia, A. C. (2005). Beyond the extended self: loved objects and consumers’ identity narratives. Journal of Consumer Research, 32(1),171-184. https://doi.org/10.1086/429607

Ajzen, I. (2011). The theory of planned behaviour: Reactions and reflections.

Albert, N. & Merunka, D. (2013). The role of brand love in consumer-brand relationships. Journal of Consumer Marketing, 30(3), 258-266. https://doi.org/10.1108/07363761311328928

Alavi, S. A., Rezaei, S., Valaei, N., & Wan Ismail, W. K. (2016). Examining shopping mall consumer decision-making styles, satisfaction and purchase intention. The International Review of Retail, Distribution and Consumer Research, 26(3), 272-303. https://doi.org/10.1080/09593969.2015.1096808

Briliana, V., & Silaen, N. E. J. (2019). Creating Purchase Intention Throughs Positive Electronic Wom, Brand Attitude, Satisfaction, and Brand Awareness. Case of Wardah Exclusive Lip Cream on Instagram. http://dx.doi.org/10.4108/eai.6-12-2018.2286282

Carroll, B. A. & Ahuvia, A. C. (2006). Some antecedents and outcomes of Brand love, Marketing Letters, 17(2),79-89. https://doi.org/10.1007/s11002-006-4219-2

Chaudhuri, A. & Holbrook, M.B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty, Journal of Marketing, 65(2), 81-93. https://doi.org/10.1509/jmkg.65.2.81.18255

Chen, Y. S., & Chang, C. H. (2012). Enhance green purchase intentions: The role of green perceived value, green perceived risk, and green trust. Journal of Business Ethics, 50(3), 502–520. (https://doi.org/10.1108/00251741211216250)

Cho, E. & Fiore, A. M. (2015). Conceptualization of a holistic brand image measure for fashion-related brands, Journal of Consumer Marketing, 32(4), 255-265. (https://doi.org/10.1108/JCM-07-2014-1063)

Cuong, D. T. (2020). The role of brand trust as a mediator in the relationship between brand satisfaction and purchase intention. International Journal of Psychosocial Rehabilitation, 24(6), 14726-14735. (DOI: 10.37200/IJPR/V24I6/PR261416)

Hiscock, J. (2001). Most trusted brands, Marketing, 1(3), 32-33.

He, Hongwei, Li, Yan, & Harris, Lloyd. (2012). Social identity perspective on brand loyalty. Journal of Business Research, 65(5), 648-657. https://doi.org/10.1016/j.jbusres.2011.03.007

Huber, F., Meyer, F. & Schmid, D. A. (2015). Brand love in progress–the interdependence of brand love antecedents in consideration of relationship duration, Journal of Product & Brand Management, 24(6), 567-579. https://doi.org/10.1108/JPBM-08-2014-0682

Kotler, P. & Keller, K.L. (2008). Manajemen Pemasaran. Edisi Ketiga Belas. Jilid I Jakarta: Erlangga.

Kudeshia, C., Sikdar, P., & Mittal, A. (2016). Spreading love through fan page liking: A perspective on small scale entrepreneurs. Computers in Human Behavior, 54, 257-270. https://doi.org/10.1016/j.chb.2015.08.003

Lee, W. I., Cheng, S. Y. & Shih, Y. T. (2017). Effects among product attributes, involvement, word-of-mouth, and purchase intention in online shopping. Asia Pacific Management Review, 22(4), 1-7. https://doi.org/10.1016/j.apmrv.2017.07.007

Malhotra, Naresh K. (2010). Riset Pemasaran Marketing Research (Edisi 4 Jilid 1). New Jersey, Indonesia: PT. Indeks.

Muhammad Kashif Javed, Ma Degong, & Talat Qadeer. (2017). Importance of Financial Knowledge and Self-Esteem in Determining Individuals’ Financial Behavior. International Journal of Management and Applied Science (IJMAS), 3(10), 46-50.

McCombes, S. (2019). Descriptive research. Retrieved from https://www.scribbr.com/methodology/descriptive-research/

Mckinney, M.E. & Benson, A. (2013). The value of brand trust. Journal of Brand Strategy, 2 (1), 76-86.

Punyatoya, P. (2014). Linking environmental awareness and perceived brand eco-friendliness to brand trust and purchase intention. Global Business Review, 15(2), 279-289. (https://doi.org/10.1177/0972150914523572)

Roberts, K. (2005). Lovemarks: The Future Beyond Brands, (2nd ed). Powerhouse Books. New York: NY. Dalam Cho, E., Fiore, A.M. & Russell, D.W. (2015). Validation of a fashion Brand image scale capturing cognitive, sensory, and affective associations: testing its role in an extended Brand equity model, Psychology & Marketing, 32(1), 28-48.

Rodrigues, C., & Rodrigues, P. (2019). Brand love matters to Millennials: the relevance of mystery, sensuality and intimacy to neo-luxury brands. Journal of Product & Brand Management. https://doi.org/10.1108/JPBM-04-2018-1842

Sanny, L., Arina, A., Maulidya, R., & Pertiwi, R. (2020). Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust. Management Science Letters, 10(10), 2139-2146. DOI : 10.5267/j.msl.2020.3.023

Sekaran, Uma. (2000). Research Methods For Business: A Skill-Building Approach, (3rd ed), John Wiley & Sons: Inc.

Severt, E. (2002). The customer’s path to loyalty: a partial test of the relationships of prior experience, justice, and customer satisfaction. Virginia Polytechnic Institute and State University, Blacksburg: VA.

Iglesias, O., Singh, J. J., & Batista-Foguet, J. M. (2011). The role of innovated brand experience and affective commitment in determining brand loyalty. Journal of Brand Management, 18(8), 570–582. https://doi.org/10.1057/bm.2010.58

Tariq, M. I., Nawaz, M. R., Nawaz, M. M. & Butt, H. A. (2013). Customer perceptions about branding and purchase intention: a study of FMCG in an emerging market. Journal of Basic and Applied Scientific Research, 3(2), 340-347.

Wu, J. H., Wu, C. W., Lee, C. T. & Lee, H. J. (2015). Green purchase intentions: an exploratory study of the Taiwanese electric motorcycle market. Journal of Business Research, 68(4), 829-833. https://doi.org/10.1016/j.jbusres.2014.11.036

Yasin, M., & Shamim, A. (2013). Brand love: Mediating role in purchase intentions and word-of-mouth. Journal of Business and Management, 7(2), 101-109.