Pengaruh dari Brand Trust, Brand Image, dan Reputation terhadap Brand Loyalty Kopi Lokal di Jakarta

Varian Jastine
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Abstract

The key to the success of a business or company is none other than brand loyalty by customers. So, the increase in brand loyalty needs to be considered. Some factors can affect the increase in brand loyalty. Brand loyalty can be influenced by several factors such as brand trust, brand image, and brand reputation. This study will discuss the effect of brand trust, brand image, and brand reputation on local coffee brand loyalty in Jakarta. Sampling using non-probability sampling with a purposive method to obtain appropriate characteristics for researchers. Respondents are local coffee consumers who live in Jakarta and are aged under 18-25 years and over as many as 140 respondents. The data analysis technique uses structural equation modeling. The results of this study indicate that brand trust, brand image, and brand reputation have a positive effect on brand loyalty.

 

Kunci dari kesuksesan suatu bisnis atau perusahaan tidak lain adalah loyalitas merek oleh pelanggan. Maka, peningkatan terhadap loyalitas merek perlu untuk diperhatikan. Terdapat faktor-faktor yang dapat mempengaruhi peningkatkan loyalitas merek tersebut. Brand loyalty dapat dipengaruhi oleh beberapa faktor seperti brand trust, brand image, dan brand reputation. Penelitian ini akan membahas pengaruh dari brand trust, brand image dan brand reputation terhadap brand loyalty kopi lokal di Jakarta. Pengambilan sampel menggunakan non-probability sampling dengan metode purposive untuk mendapatkan karakterisik yang sesuai bagi peneliti. Responden merupakan konsumen kopi lokal yang berdomisili di Jakarta dan berusia dibawah 18 – 25 tahun ke atas sebanyak 140 responden. Teknik analisa data menggunakan pemodelan persamaan struktural. Hasil dari penelitian ini memperlihatkan bahwa brand trust, brand image dan brand reputation berpengaruh secara positif terhadap brand loyalty.

Keywords

Brand Trust; Brand Image; Brand Reputation; Brand Loyalty

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