PENGARUH BRAND TRUST, BRAND PREFERENCE, BRAND SATISFACTION TERHADAP BRAND LOYALTY PADA PENGGUNA LAPTOP ACER
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Abstract
The Covid 19 pandemic that appeared in Indonesia in 2019 has made many impacts and changes that happen in many activities, for instance, teaching and learning activities and working activities. All activities that used to be face-to-face changed and have become online. Hence the need for electronic devices such as laptops increase rapidly. Acer is one of the main producers of laptops suffering a decrease in their top brand index , because of that Acer needed to create a product that has good quality to create trust and satisfaction between the consumer and the company. A product also needs to be comfortable when in use and also they need to keep on innovating to increase consumers' preference. This research intends to understand the effect of brand trust on brand loyalty, the effect of brand preference on brand loyalty, and the effect of brand satisfaction on brand loyalty. In this research, the technique of random sampling that is being used is non-probability sampling with the method of purposive sampling. In this research, there are 200 respondent who originated from Acer user in Jakarta Barat. The method and analysis data in this research is the structural equation modeling that is being processed with the SmartPLS3 software. The result of this research is that brand trust and brand satisfaction have both positive and significant impacts on brand loyalty for Acer users in Jakarta Barat. Meanwhile, brand preference has a positive but not significant impact on brand loyalty for Acer users in Jakarta Barat.
Pandemi Covid-19 yang muncul di Indonesia pada tahun 2019 membuat banyak perubahan yang terjadi di berbagai kegiatan seperti kegiatan belajar mengajar dan kegiatan di perkantoran. Seluruh kegiatan yang tadinya dilakukan secara langsung menjadi dilakukan secara online yang mengakibatkan kebanyakan orang dituntut untuk memiliki perangkat elektronik seperti laptop. Acer yang merupakan salah satu dari produsen laptop mengalami penurunan top brand index (TBI), maka dari itu Acer harus menciptakan produk yang berkualitas baik agar tercipta kepercayaan dan kepuasan konsumen, produk Acer juga harus nyaman pada saat digunakan dan harus terus berinovasi agar meningkatkan preferensi konsumen. Tujuan dari penelitian ini adalah untuk mengetahui apakah terdapat pengaruh brand trust terhadap brand loyalty, apakah terdapat pengaruh brand preference terhadap brand loyalty, dan apakah terdapat pengaruh brand satisfaction terhadap brand loyalty. Teknik pemilihan sampel yang digunakan dalam penelitian ini adalah non-probability sampling dengan metode purposive sampling. Dalam penelitian ini terdapat 200 responden yang berasal dari pengguna laptop Acer di Jakarta Barat. Metode dan analisis data yang digunakan dalam penelitian ini adalah structural equation modeling (SEM) yang diolah menggunakan software SmartPLS 3. Hasil dari penelitian ini adalah brand trust dan brand satisfaction memiliki pengaruh positif dan signifikan terhadap brand loyalty pada pengguna laptop Acer di Jakarta Barat sedangkan brand preference memiliki pengaruh positif tetapi tidak signifikan terhadap brand loyalty pada pengguna laptop Acer di Jakarta Barat.
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