Faktor–Faktor yang Mempengaruhi Loyalitas Merek pada Produk Pakaian Olahraga di Jakarta

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Published: Apr 30, 2025
DOI: https://doi.org/10.24912/jmk.v7i2.34003
Keywords:
pengalaman merek, persepsi kualitas, kepercayaan merek, loyalitas merek, pakaian olahraga, brand experience, perceived quality, brand trust, brand loyalty, sport clothing
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Dwi Sekar Sari
Universitas Tarumanagara
Galuh Mira Saktiana
Universitas Tarumanagara

Abstract

Loyalitas merek dianggap sebagai elemen penting dalam mempertahankan keberlanjutan bisnis. Memahami faktor-faktor yang mempengaruhi loyalitas merek seperti pengalaman merek, persepsi kualitas dan kepercayaan merek merupakan salah satu aspek penting dalam strategi bisnis. Penelitian ini dilakukan untuk menguji pengaruh pengalaman merek, persepsi kualitas dan kepercayaan merek terhadap loyalitas merek. Populasi pada penelitian ini adalah masyarakat Jakarta yang mengetahui merek pakaian olahraga Under Armour. Metode pengambilan sampel menggunakan nonprobability sampling dengan teknik purposive sampling menggunakan kuesioner yang disebarkan secara daring dengan total responden yang terkumpul sebanyak 260 responden. Alat analisis data menggunakan SmartPLS 3.0 dengan metode PLS-SEM (Partial Square – Structural Equation Modelling). Hasil analisis menunjukkan bahwa: Pengalaman merek memiliki pengaruh positif dan signifikan terhadap loyalitas merek. Pengalaman merek memiliki pengaruh positif dan signifikan terhadap persepsi kualitas. Pengalaman merek memiliki pengaruh positif terhadap kepercayaan merek. Persepsi kualitas memiliki pengaruh positif dan signifikan terhadap loyalitas merek. Kepercayaan merek memiliki pengaruh positif dan signifikan terhadap loyalitas merek. Persepsi kualitas dapat memediasi pengaruh pengalaman merek terhadap loyalitas merek. Kepercayaan merek dapat memediasi pengaruh pengalaman merek terhadap loyalitas merek. Dari hasil tersebut maka dapat disimpulkan bahwa variabel pengalaman merek, persepsi kualitas dan kepercayaan merek dapat berpengaruh untuk meningkatkan loyalitas merek.

Brand loyalty is considered an important element in maintaining business sustainability. Understanding the factors that influence brand loyalty such as brand experience, perceived quality and brand trust is an important aspect of business strategy. This research was conducted to examine the influence of brand experience, perceived quality and brand trust on brand loyalty. The population in this study are Jakarta residents who know the Under Armor sportswear brand. The sampling method used nonprobability sampling with a purposive sampling technique using a questionnaire distributed online with a total of 260 respondents collected. The data analysis tool uses SmartPLS 3.0 with the PLS-SEM (Partial Square - Structural Equation Modeling) method. The analysis results show that: Brand experience has a positive and significant influence on brand loyalty. Brand experience has a positive and significant influence on perceived quality. Brand experience has a positive influence on brand trust. Perceived quality has a positive and significant influence on brand loyalty. Brand trust has a positive and significant influence on brand loyalty. Perceived quality can mediate the influence of brand experience on brand loyalty. Brand trust can mediate the influence of brand experience on brand loyalty. From these results it can be concluded that the variables of brand experience, perceived quality and brand trust can have an effect on increasing brand loyalty.

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Vol. 7 No. 2 (2025): Jurnal Manajerial dan Kewirausahaan
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Author Biographies

Dwi Sekar Sari, Universitas Tarumanagara

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

Galuh Mira Saktiana, Universitas Tarumanagara

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

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