PENGARUH BRAND COMPETENCE, BRAND TRUST, BRAND EXPERIENCE, DAN E-WOM TERHADAP BRAND LOYALTY DOMPET DIGITAL
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Abstract
Berbagai merek dompet digital telah mendukung transisi dari pembayaran konvensional ke digital, tetapi keragaman tersebut menjadi penghalang bagi pelanggan untuk setia terhadap merek tertentu. Penelitian ini bertujuan untuk menguji peran kompetensi merek, kepercayaan merek, pengalaman merek, dan E-WOM terhadap loyalitas merek dompet digital di Jakarta. Pengumpulan data dilakukan dengan menggunakan kuesioner secara online melalui Google Form. Melalui kuesioner tersebut, responden diminta untuk memberikan tanggapan terhadap 24 indikator yang digunakan untuk mengukur variabel penelitian. Pemilihan sampel dilakukan secara non-probability sampling dengan teknik convenience sampling kepada 175 pengguna dompet digital di Jakarta. Penelitian ini menganalisis data dengan menggunakan metode PLS-SEM pada program SmartPLS 4. Penelitian ini menyimpulkan bahwa kompetensi merek, kepercayaan merek, pengalaman merek, dan E-WOM berpengaruh positif dan signifikan terhadap loyalitas merek. Oleh sebab itu, dalam rangka meningkatkan loyalitas merek, perusahaan dompet digital dapat meningkatkan faktor-faktor tersebut. Secara umum, perusahaan dompet digital dapat melakukan upaya tersebut dengan secara konsisten menyediakan sistem pembayaran yang tidak berkendala, serta memperhatikan dan menyediakan kebutuhan konsumen yang dapat dipenuhi melalui dompet digital. Lebih lanjut, penelitian ini diharapkan dapat mendukung perusahaan dompet digital dalam menciptakan loyalitas merek dan menjadi referensi bagi penelitian selanjutnya yang ingin mengkaji mengenai pengaruh kompetensi merek, kepercayaan merek, pengalaman merek, dan E-WOM terhadap loyalitas merek dompet digital.
Various brands of digital wallet have supported the transition from conventional to digital payment, but that variety itself has been a barrier for customers to be loyal towards a certain brand. This study aims to examine the role of brand competence, brand trust, brand experience, and E-WOM on digital wallet brand loyalty in Jakarta. Data collection was conducted by using online questionnaire through Google Form, whereas respondents were asked to respond 24 indicators of this research’s variables. The respondents were selected by using non-probability method method with convenience sampling technique to 175 digital wallet users in Jakarta. This study analyzed the data by using PLS-SEM method in the SmartPLS 4 program. This study concluded that brand competence, brand trust, brand experience, and E-WOM have a positive and significant influence on brand loyalty. Therefore, in order to enhance brand loyalty, digital wallet companies can increase those factors beforehand. Generally, digital wallet firms can attempt that by consistently providing transaction system with no errors, as well as learning and providing consumers’ needs that can be met with digital wallet. Moreover, this research is expected to support digital wallet companies on creating brand loyalty and become a reference for future researches regarding the influence of brand competence, brand trust, brand experience, and E-WOM on brand loyalty of digital wallet.
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