Pengaruh Brand Communication, Brand Image terhadap Brand Loyalty Pengguna Laptop Jakarta Brand Trust sebagai Mediasi

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Published: Oct 31, 2023
DOI: https://doi.org/10.24912/jmk.v5i4.26948
Keywords:
brand communication brand image brand trust brand loyalty

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Dania Arfilla Sutrisno
Universitas Tarumanagara
Frangky Slamet
Universitas Tarumanagara

Abstract

Industri barang tahan lama di Indonesia saat ini mengalami peningkatan konsumen sebagai imbas dari masa pandemi COVID-19. Sektor industri alat komunikasi terus berkembang setiap tahun oleh karena minat masyarakat akan membutuhkan alat komunikasi pada masa pandemi ini salah satunya adalah laptop. Hadirnya beberapa brand besar laptop berlomba untuk menciptakan persaingan kompetitif dengan menyesuaikan harga yang ekonomis. Pentingnya membangun brand loyalty untuk membuat konsumen merasakan nilai tambah dari suatu produk dan mendorong ekuitas merek perusahaan terhadap konsumen melalui pengaruh brand communication, brand image, dan brand trust. Penelitian yang dilakukan bertujuan untuk menganalisis pengaruh brand communication terhadap brand image, menganalisis pengaruh brand communication terhadap brand trust, menganalisis pengaruh brand image terhadap brand trust, menganalisis pengaruh brand trust terhadap brand loyalty, menganalisis pengaruh mediasi brand trust terhadap brand communication dan brand loyalty, menganalisis pengaruh mediasi brand trust terhadap brand image dan brand loyalty, serta menganalisis pengaruh mediasi brand image terhadap brand communication dan brand trust. Populasi yang digunakan dalam penelitian ini adalah pengguna laptop di Jakarta dengan sampel yang digunakan sebanyak 110 responden. Metode pengambilan sampel menggunakan purposive sampling dengan menyebarkan kuesioner secara daring kemudian dikelola menggunakan aplikasi SmartPLS versi 4.0.8.5 serta menggunakan teknik Non-probability sampling. Hasil penelitian ini dapat diartikan memperoleh hasil bahwa adanya pengaruh yang signifikan dan positif antar variabel yang diuji dalam penelitian ini.
 

The durable goods industry in Indonesia is currently experiencing an increase in consumers as a result of the COVID-19 pandemic. The communications equipment industry sector continues to grow every year due to public interest in needing communication devices during this pandemic, one of which is a laptop. The presence of several major laptop brands competing to create competitive competition by adjusting economical prices. The importance of building brand loyalty is to make consumers feel the added value of a product and encourage the company's brand equity towards consumers through the influence of brand communication, brand image, and brand trust. The research conducted aims to analyze the effect of brand communication on brand image, analyze the effect of brand communication on brand trust, analyze the effect of brand image on brand trust, analyze the effect of brand trust on brand loyalty, analyze the mediating effect of brand trust on brand communication and brand loyalty, analyze the mediating effect of brand trust on brand image and brand loyalty, as well as analyzing the mediating effect of brand image on brand communication and brand trust. The population used in this study were laptop users in Jakarta with a sample of 110 respondents. The sampling method used purposive sampling by distributing questionnaires online and then managed using the SmartPLS version 4.0.8.5 application and using the Non-probability sampling technique. The results of this study can be interpreted to obtain results that there is a significant and positive influence between the variables tested in this study.

Article Details

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Vol. 5 No. 4 (2023): Jurnal Manajerial dan Kewirausahaan
Section
Articles
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Author Biographies

Dania Arfilla Sutrisno, Universitas Tarumanagara

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

Frangky Slamet, Universitas Tarumanagara

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

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