Kepercayaan Merek Sebagai Mediator Citra Merek Dan Kualitas Pelayanan Terhadap Loyalitas Merek
Main Article Content
Abstract
Brand loyalty has been consider as an essential part in building a strong and sustainable brand. This research purposed to investigate the effects of brand image and service quality to build brand loyalty through brand trust. Data were collected through questionnaires from a 100 of Blue Bird’s customer in Jakarta which selected with judgemental sampling. The Data in this research were analyze with PLS-SEM. The result of this research shows that there is an effect of brand image on brand trust, there is an effect of service quality to brand trust, and there is an effect of brand trust on brand loyalty of Blue Bird’s customer in Jakarta
Loyalitas Merek telah lama dianggap sebagai bagian penting dalam membangun merek yang kuat dan bertahan lama. Penelitian ini bertujuan untuk mengetahui pengaruh citra merek dan kualitas pelayanan terhadap loyalitas merek melalui kepercayaan merek. Data didapatkan melalui kuesioner dari 100 konsumen Blue Bird di Jakarta yang dipilih dengan Judgemental Sampling. Hasil penelitian ini menunjukkan bahwa terdapat pengaruh citra merek dan kualitas pelayanan terhadap loyalitas merek dari konsumen Blue Bird di Jakarta melalui kepercayaan merek sebagai mediator.
Article Details
This work is licensed under a Jurnal Muara Ilmu Ekonomi dan Bisnis Creative Commons Attribution-ShareAlike 4.0 International License.,/p>
References
Ahmed, Z. (2014). Effect of Brand Trust and Customer Satisfaction on Brand Loyalty in
Bahawalpur. Journal of Sociological Research, 5(1), 306-326.
Algesheimer, R; Dholakia, U.M; and Herrmann, A. (2005). The Social Influence of Brand
Community, Evidence from European Car Clubs. Journal of Marketing, 69(4), 19-34.
Ballester, I.E.D. and Aleman, M.J.L. (2001). Brand Trust in the Context of Consumer Loyalty.
European Journal of Marketing, 35(11/12), 1238-1258.
Chaudhuri, A and 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),
-93.
Chinomona, R. (2016). Brand Communication, Brand Image and Brand Trust as Antecedents
of Brand Loyalty in Gauteng Province of South Africa. Africa Journal of Economy and
Management Studies, 7(1), 129-139.
Delgado, E; Munuera-Aleman, J, L; and Yague, M, J. (2003). Development and Validation of
a Brand Trust Scale. International Journal of Marketing Research, 45(1), 35-54
Hair, J.F.; Hult, G.T.M; Ringle, C.M; and Sarstedt, M. (2017). A Primer on Partial Least
Square Structural Equation Modeling (PLS-SEM). 2nd Edition. Los Angeles: Sage
Hawkins, D.I. and Mothersbaugh, D.L. (2013). Consumer Behaviour. 12th edition. McGrawHill
Keller, Kevin Lane. (2013). Strategic Brand Management. England: Pearson.
Kotler, Phillip, (2003), Marketing Management. 12th Edition. New Jersey: Pearson.
Lovelock, C and Wirtz, J. (2011). Service Marketing: People, Technology, Strategy. 7th
edition. Pearson
Palmer, A. (2011). Principles of Services Marketing. 6th edition. McGraw-Hill
Sekaran, U and Bougie, R. (2013). Research Methods for Business. 6th edition. John Wiley &
Sons Ltd
Zehir, C; Sahin, A; Kitapci, H; and Ozsahin, M. (2011). The effect of brand communication
and service quality in building brand loyalty through brand trust the empirical research on
global brands. The Journal of Procedia and Behavioral Sciences, 24(2011), 1218-1231