Mediasi Brand Trust: Faktor-Faktor yang Memengaruhi Loyalitas Krispy Kreme di Jakarta
Article Sidebar
Main Article Content
Abstract
Tujuan penelitian ini adalah untuk mengetahui Pengaruh Brand Communication, Perceived Quality, Brand Image, dan Perceived Social Media terhadap Brand loyalty pada Krispy Kreme di Jakarta dengan Brand Trust Sebagai Variabel Mediasi. Penelitian ini menggunakan pendekatan kuantitatif yang bersifat deskriptif dengan desain cross-sectional. Penelitian ini memilih populasi dari masyarakat Indonesia yang memiliki pengetahuan tentang produk Krispy Kreme. Dengan melakukan survei menggunakan Google Form yang disebar melalui media sosial, kami berhasil mengumpulkan data dari 200 responden yang pernah mencoba Krispy Kreme di Jakarta. Instrumen penelitian ini adalah kuesioner yang berisi profil responden dan pernyataan pada tiap variabel penelitian. Teknik pemilihan sampel pada penelitian ini dilakukan dengan metode non-probability sampling dengan metode convenience sampling. Hasil analisis data diolah menggunakan software SmartPLS 4.0. Hasil penelitian ini adalah (1) brand communication, perceived quality, brand image, dan perceived social media memiliki pengaruh positif dan signifikan terhadap brand trust (2) brand communication, brand image, dan perceived social media memiliki pengaruh positif dan signifikan terhadap brand loyalty (3) perceived quality tidak memiliki pengaruh positif dan tidak signifikan terhadap brand loyalty (4) brand trust memiliki pengaruh positif dan signifikan terhadap brand loyalty (5) brand communication, brand image, dan perceived social media memiliki pengaruh positif dan signifikan terhadap brand loyalty dengan brand trust sebagai mediator (6) perceived quality tidak memiliki pengaruh positif dan tidak signifikan terhadap brand loyalty dengan brand trust sebagai mediator.
The purpose of this research is to determine the influence of Brand Communication, Perceived Quality, Brand Image, and Perceived Social Media on Brand loyalty at Krispy Kreme in Jakarta with Brand Trust as Mediating Variable. This research uses a descriptive quantitative approach with a cross-sectional design. This research selected a population from Indonesian society who had knowledge about Krispy Kreme products. By conducting a survey using Google Form which was distributed via social media, we managed to collect data from 200 respondents who had tried Krispy Kreme in Jakarta. This research instrument is a questionnaire containing respondent profiles and statements on each research variable. The sample selection technique in this research was carried out using a non-probability sampling method with a convenience sampling method. The results of data analysis were processed using SmartPLS 4.0 software. This study showed that (1) brand communication, perceived quality, brand image, and perceived social media have positive and significant influence on brand trust (2) brand communication, brand image, and perceived social media have a positive and significant influence on brand loyalty (3) perceived quality does not have a positive and insignificant influence on brand loyalty (4) brand trust has a positive and significant influence on brand loyalty (5) brand communication, brand image, and perceived social media have a positive and significant influence on brand loyalty with the brand trust as a mediator (6) perceived quality does not have a positive and insignificant influence on brand loyalty with brand trust as a mediator.
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
Alhaddad, A. (2015). Perceived Quality, Brand Image and Brand Trust as Determinants of Brand loyalty . Journal Research in Business and Management Vol. 3, 1 – 8
Ang, C. E. & Keni, K. (2021). Prediksi Brand Experience dan Brand Image terhadap Brand Loyalty: Brand Trust sebagai Variabel Mediasi. Jurnal Manajerial dan Kewirausahaan, 3(1), 42-51. https://doi.org/10.24912/jmk.v3i1.11286
Atulkar, S. (2020). Brand trust and brand loyalty in mall shoppers. Marketing Intelligence & Planning, 38(5), 559-572.
Chaudhuri, A. D. (2001). The Chain of Effect from Brand Trust and Brand Affect to Brand Perfomance: The Role of Brand loyalty. Journal of Marketing 65, 81-93.
Chinomona, R. (2016). Brand communication, brand image and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa. African Journal of Economic and Management Studies, 7(1), 124-139.
Erdoğmuş, İ. E., & Cicek, M. (2012). The impact of social media marketing on brand loyalty. Procedia-Social and behavioral sciences, 58, 1353-1360.
Esmaeilpour, F. (2015). The Role of Functional and Symbolic Brand Associations on Brand loyalty . Journal of Fashion Marketing and Management Vol.19 No 4, 465-484. European Business Review, Vol. 31, No. 1, 2-24.
Fauziah, R. (2020). Pengaruh E-Marketing, Kualitas Produk, Dan Harga Terhadap Keputusan Pembelian Produk Kerudung Pt Xyz Bandung. (Doctoral dissertation, Univesitas Komputer Indonesia).
Hair, Jr., Joseph F., et. al. (2014). Multivariate Data Analysis. Fifth Edition. New Jersey: PrenticeHall, Inc.
Hartono, C. & Rodhiah, R. (2021). The Effect of Brand Communication, Brand Experience, and Brand Image on Yamaha Brand Loyalty in West Jakarta: Brand Trust as A Mediation Variable. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 4(4), 13993-14002. https://doi.org/10.33258/birci.v4i4.3503
Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness. Asia pacific journal of marketing and logistics, 29(1), 129-144.
Keller, K. (1998). Conceptualizing, Measuring and Managing Customer - Based Brand Equity . The Journal of Marketing , 1-22.
Mabkhot, H. A., Shaari, H., & Md Salleh, S. (2017). The influence of brand image and brand personality on brand loyalty, mediating by brand trust: An empirical study. Jurnal pengurusan, 50, 71-82.
Mehri Etemadi Fard, A. K. (2016). The Effect of brand Communication and Service Quality in the Creation of Brand loyalty Through Brand Trust (Case Study: Samsung's Representatives Company in Mashhad City) . Internasional Journal of Advanced Studies in Humanities and Social Science Vol. 5, Issue 4, 336-346.
Ngatno, M. (2017). Effect of Brand Communication and Experience on Loyalty: Mediating Effcet of Brand Satisfaction and Trust. (Case Study of Customer of Inul Vista Karaoke, Semarang, Central , Java, Indonesia).
Rahmatulloh, R., Yasri, Y., & Abror, A. (2019). The Influence of brand image and perceived quality on brand loyalty with brand trust as mediator in PT Bank Syariah Mandiri. In 2nd Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2018) (pp. 285-294).
Salinas, E. M., & Pérez, J. M. P. (2009). Modeling the brand extensions' influence on brand image. Journal of business research, 62(1), 50-60
Schivinski, B., & Dabrowski, D. (2015). The impact of brand communication on brand equity through Facebook. Journal of Research in Interactive Marketing, 9(1), 31-53.
Sekaran, U. (2006). Metode Penelitiaan Bisnis. Jakarta: Salemba Empat.
Tambunan, E. D. (2016). The Infleunce Of Brand Awareness, Perceived Quality and Brand Personality Of Purchase Intention to Product of J.CO Donuts & Coffe In Surabaya.
Tatar, Ş. B., & Eren-Erdoğmuş, İ. (2016). The effect of social media marketing on brand trust and brand loyalty for hotels. Information Technology & Tourism, 16, 249-263.
Wiyono, J. (2021). Pengaruh perceived risk, perceived benefit dan brand image terhadap brand loyalty melalui strategic brand communication sebagai variabel moderasi. FADZAT: Jurnal Ekonomi Syariah, 1(2).
Yang, Z., & Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology & marketing, 21(10), 799-822.
Yunus, F. F., & Arief, R. F. (2022). Analisa Pengaruh Brand (Awareness, Association & Image) dan Perceived (Quality & Value) terhadap Purchase Intention Melalui Peran Mediasi Brand Loyalty. Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi, 9(3), 1816-1832.
Zehir, C., Şahin, A., Kitapçı, H., & Özşahin, M. (2011). The effects of brand communication and service quality in building brand loyalty through brand trust; the empirical research on global brands. Procedia-Social and Behavioral Sciences, 24, 1218-1231.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of marketing, 52(3).