Faktor-Faktor yang Mempengaruhi Loyalitas Sikap dan Loyalitas Perilaku Konsumen Kaos Rockstereo
Article Sidebar
Main Article Content
Abstract
Industri fashion Indonesia menjadi salah satu pendorong ekonomi kreatif Indonesia. Untuk mempertahankan kinerja dari industri fashion, maka loyalitas sikap dan loyalitas perilaku perlu diperhatikan agar dapat berkompetitif dengan pesaingnya. Penelitian ini dilakukan untuk menguji pengaruh kepercayaan, komitmen, dan kepuasan terhadap loyalitas sikap dan dampaknya pada loyalitas perilaku konsumen kaos RockStereo. Penelitian ini menggunakan studi deskriptif dengan metode kuantitatif melalui pengambilan data primer yang merupakan konsumen dari kaos Rockstereo sebanyak 80 konsumen. Data yang diperoleh dianalisis menggunakan PLS-SEM. Hasil penelitian menunjukkan bahwa kepercayaan tidak berpengaruh signifikan terhadap loyalitas sikap. Kepuasan tidak memiliki pengaruh signifikan terhadap loyalitas sikap tetapi komitmen memiliki pengaruh positif dan siginifikan terhadap loyalitas sikap dan loyalitas sikap memiliki pengaruh positif dan signifikan terhadap loyalitas perilaku.
Indonesia's fashion industry is one of the drivers of Indonesia's creative economy. To maintain the performance of the fashion industry, attitudinal loyalty and behavioral loyalty need to be considered to be competitive with competitors. This study examined the effect of trust, commitment, and satisfaction on attitudinal loyalty and its impact on the behavioral loyalty of RockStereo t-shirt consumers. This research uses a descriptive study with quantitative methods through primary data collection from 80 consumers of Rockstereo t-shirts. The data obtained were analyzed using PLS-SEM. The results showed that trust has no significant effect on attitudinal loyalty. Satisfaction has no significant effect on attitudinal loyalty, but commitment has a positive and significant effect on attitudinal loyalty, and attitudinal loyalty has a positive and significant effect on behavioral loyalty.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This work is licensed under a Jurnal Muara Ilmu Ekonomi dan Bisnis Creative Commons Attribution-ShareAlike 4.0 International License.,/p>
References
Aghaei, N., Elahi, A., & Barshan, G. (2017). The impact of satisfaction on attitude loyalty and Intention to revisit of sport customer International Review of Management and Marketing Impact of Service Quality on Satisfaction, Loyalty and Intention to Revisit of Sport Customers: The Case Study of Swimming Pools in Alborz Province. International Review of Management and Marketing, 7(2), 334–339. http:www.econjournals.com
Alsaad, A., Mohamad, R., & Ismail, N. A. (2017). The moderating role of trust in business to business electronic commerce (B2B EC) adoption. Computers in Human Behavior, 68, 157–169. https://doi.org/10.1016/j.chb.2016.11.040
Erwin, & Sitinjak, T. J. R. (2017). Kontribusi Kualitas Jasa, Kepercayaan dan Kepuasan Konsumen Dalam Menciptakan Loyalitas Konsumen. Jurnal Manajemen, 13(2), 85–191.
Hair, J., Hult, G. T., Ringle, C., & Sarstedt, M. (2014). A Primer On Partial Least Squares Structural Equation Modeling (PLS-SEM). SAGE Publications.
Handayani, R. S., & Dewi, C. K. (2020). Pengaruh Customer Satisfaction, Calculative Commitment, dan Corporate Image terhadap Attitudinal Loyalty dan Behavioral Loyalty Pada Program Pasti Prima Pertamina (Studi Pada SPBU Pasti Prima Wilayah Jakarta). Jurnal Sekretaris & Administrasi Bisnis (JSAB), 4(1), 56. https://doi.org/10.31104/jsab.v4i1.155
Hong, I. B., & Cho, H. (2011). The impact of consumer trust on attitudinal loyalty and purchase intentions in B2C e-marketplaces: Intermediary trust vs. seller trust. International Journal of Information Management, 31(5), 469–479. https://doi.org/10.1016/j.ijinfomgt.2011.02.001
Hwang, J., Han, H., & Choo, S. W. (2015). A strategy for the development of the private country club: focusing on brand prestige. International Journal of Contemporary Hospitality Management, 27(8), 1927–1948. https://doi.org/10.1108/IJCHM-07-2014-0353
Jasisca, Keni, & Soelaiman, L. (2014). Pengaruh Brand Equity, Service Quality dan Switching Costs Terhadap Customer Loyalty Matahari Department Store Dengan Satisfaction Sebagai Variabel Mediator. Conference on Management and Behavioral Studies (CMBS), 1–7. http://repository.untar.ac.id/357/
Jimenez, N., San-Martin, S., & Azuela, J. I. (2016). Trust and satisfaction: the keys to client loyalty in mobile commerce. Academia Revista Latinoamericana de Administración, 29(4), 486–510. https://doi.org/10.1108/ARLA-12-2014-0213
Ledikwe, A., Roberts-Lombard, M., & Klopper, H. B. (2019). The perceived influence of relationship quality on brand loyalty: An emerging market perspective. African Journal of Economic and Management Studies, 10(1), 85–101. https://doi.org/10.1108/AJEMS-04-2018-0113
Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20. https://doi.org/10.2307/1252308
Nadeem, W., Juntunen, M., Shirazi, F., & Hajli, N. (2020). Consumers’ value co-creation in sharing economy: The role of social support, consumers’ ethical perceptions and relationship quality. Technological Forecasting and Social Change, 151. https://doi.org/10.1016/j.techfore.2019.119786
Negi, R., & Ketema, E. (2013). Customer-perceived relationship quality and satisfaction: A case of Ethiopian Telecommunication Corporation. African Journal of Economic and Management Studies, 4(1), 109–121. https://doi.org/10.1108/20400701311303186
Putra Dwi Pebranadian, & Ayuni Risca Fitri. (2016). Pengaruh Kepuasan dan Kepercayaan Terhadap Loyalitas Pelanggan Toko Online. Jurnal Ilmiah Mahasiswa FEB, 4(2).
Ramaswami, S. N., & Arunachalam, S. (2016). Divided attitudinal loyalty and customer value: role of dealers in an indirect channel. Journal of the Academy of Marketing Science, 44(6), 770–790. https://doi.org/10.1007/s11747-015-0471-4
Saini, S., & Singh, J. (2020). A Link Between Attitudinal and Behavioral Loyalty of Service Customers. Business Perspectives and Research, 8(2), 205–215. https://doi.org/10.1177/2278533719887452
Salmaa. (2021, May 18). Pengertian Penelitian Deskriptif, Karakter, Ciri-Ciri dan Contohnya. Duniadosen.Com. https://www.duniadosen.com/penelitian-deskriptif/
Singarimbun, M. (1995). Metode Penelitian Survai (M. Singarimbun & S. Effendi, Eds.; 1st ed.). LP3ES : Jakarta.
Thifal, M. (2020). Anteseden dan konsekuensi attitudinal loyalty. Universitas Trisakti.
van Tonder, E. (2016). Trust And Commitment As Mediators Of The Relationship Between Quality Advice And Customer Loyalty. The Journal of Applied Business Research, 32(1).
Verma, P. (2021). The effect of materialism, satisfaction and trust upon attitudinal loyalty: The case of denims. Journal of Global Scholars of Marketing Science, 31(4), 467–486. https://doi.org/10.1080/21639159.2020.1808804
Wilson, N., Keni, K., & Tan, P. (2021). The role of perceived usefulness and perceived ease-of-use toward satisfaction and trust which influence computer consumers’ loyalty in China. Gadjah Mada International Journal of Business, 23(3), 262–294. https://doi.org/10.22146/gamaijb.32106