Keywords
kepuasan pelanggan
loyalitas merek
kesesuaian gaya hidup
kualitas yang dirasakan
nilai biaya yang dirasakan
How to Cite
Abstract
Penelitian ini membahas mengenai bagaimana loyalitas merek, kepercayaan merek, nilai yang dirasakan, kualitas yang dirasakan, identitas merek, kesesuaian gaya hidup dapat memengaruhi kepuasan pelanggan dan bagaimana kepuasan pelanggan terhadap loyalitas merek serta kepuasan konsumen memediasi pengaruh ekuitas merek berbasis konsumen dimensi yaitu persepsi kualitas, persepsi nilai biaya, identifikasi merek, kepercayaan dan keselarasan gaya hidup terhadap loyalitas merek. Alat uji yang digunakan adalah SmartPLS dengan menggunakan metode SEM (Structural Equation Modeling). Hasil penelitian ini menunjukkan bahwa kualitas yang dirasakan, nilai yang dirasakan, identifikasi merek, kepercayaan merek dan kesesuaian gaya hidup secara positif dan signifikan berpengaruh terhadap kepuasan pelanggan dan kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas merek serta kepuasan konsumen secara positif dan signifikan memediasi pengaruh ekuitas merek terhadap loyalitas merek.
References
Aaker, D.A. (1991) Managing Brand Equity: Capitalizing on the Value of a Brand Name. The Free Press.
Aaker, D.A. dan Jacobson, R. (1994) “The Financial Information Content of Perceived Quality,” Journal of Marketing Research, 31(2), hal. 191–201. Tersedia pada: https://doi.org/10.1177/002224379403100204.
Alexandris, K. et al. (2004) “An empirical investigation of the relationships among service quality, customer satisfaction and psychological commitment in a health club context,” European sport management quarterly, 4(1), hal. 36–52. Tersedia pada: https://doi.org/10.1080/16184740408737466.
Baldinger, A.L. dan Rubinson, J. (1996) “Brand loyalty: the link between attitude and behavior,” Journal of advertising research, 36, hal. 22–36.
Bartikowski, B., Kamei, K. dan Chandon, J. (2010) “A verbal rating scale to measure Japanese consumers’ perceptions of product quality,” Asia Pacific Journal of Marketing and Logistics, 22(2), hal. 179–195. Tersedia pada: https://doi.org/10.1108/13555851011026935.
Bhattacharya, C.B., Rao, H. dan Glynn, M.A. (1995) “Understanding the Bond of Identification: An Investigation of its Correlates among Art Museum Members,” Journal of Marketing, 59(4), hal. 46–57. Tersedia pada: https://doi.org/10.1177/002224299505900404.
Bhattacharya, C.B. dan Sen, S. (2003) “Consumer–Company Identification: A Framework for Understanding Consumers’ Relationships with Companies,” Journal of Marketing, 67(2), hal. 76–88. Tersedia pada: https://doi.org/10.1509/jmkg.67.2.76.18609.
Boenigk, S. dan Helmig, B. (2013) “Why Do Donors Donate?: Examining the Effects of Organizational Identification and Identity Salience on the Relationships among Satisfaction, Loyalty, and Donation Behavior,” Journal of Service Research, 16(4), hal. 533–548. Tersedia pada: https://doi.org/10.1177/1094670513486169.
Brakus, J.J., Schmitt, B.H. dan Zarantonello, L. (2009) “Brand Experience: What is It? How is it Measured? Does it Affect Loyalty?,” Journal of Marketing, 73(3), hal. 52–68. Tersedia pada: https://doi.org/10.1509/jmkg.73.3.052.
Casaló, L. V, Flavián, C. dan Guinalíu, M. (2010) “Generating trust and satisfaction in e-services: the impact of usability on consumer behavior,” Journal of Relationship Marketing, 9(4), hal. 247–263. Tersedia pada: https://doi.org/10.1080/15332667.2010.522487.
Chang, T.-Z. dan Wildt, A.R. (1994) “Price, product information, and purchase intention: An empirical study,” Journal of the Academy of Marketing Science, 22(1), hal. 16–27. Tersedia pada: https://doi.org/10.1177/0092070394221002.
Chaudhuri, A. dan 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), hal. 81–93. Tersedia pada: https://doi.org/10.1509/jmkg.65.2.81.18255.
Chiou, J.-S., Droge, C. dan Hanvanich, S. (2002) “Does Customer Knowledge Affect How Loyalty is Formed?,” Journal of Service Research, 5(2), hal. 113–124. Tersedia pada: https://doi.org/10.1177/109467002237494.
Chiou, J.-S. dan Pan, L.-Y. (2009) “Antecedents of Internet Retailing Loyalty: Differences Between Heavy Versus Light Shoppers,” Journal of Business and Psychology, 24(3), hal. 327–339. Tersedia pada: https://doi.org/10.1007/s10869-009-9111-7.
Cronin, J.J., Brady, M.K. dan Hult, G.T.M. (2000) “Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments,” Journal of Retailing, 76(2), hal. 193–218. Tersedia pada: https://doi.org/10.1016/S0022-4359(00)00028-2.
Darsono, L.I. dan Junaedi, M. (2006) “An examination of perceived quality, satisfaction, and loyalty relationship: Applicability of comparative and noncomparative evaluation,” An Examination of Perceived Quality, Satisfaction, and Loyalty Relationship: Applicability of Comparative and Noncomparative Evaluation, 8(3), hal. 323–342.
Dick, A.S. dan Basu, K. (1994) “Customer loyalty: Toward an integrated conceptual framework,” Journal of the Academy of Marketing Science, 22(2), hal. 99–113. Tersedia pada: https://doi.org/10.1177/0092070394222001.
Fornell, C. et al. (1996) “The American Customer Satisfaction Index: Nature, Purpose, and Findings,” Journal of Marketing, 60(4), hal. 7–18. Tersedia pada: https://doi.org/10.1177/002224299606000403.
Ghozali, I. (2014) SEM metode alternatif dengan menggunakan Partial Least Squares (PLS), Semarang: Badan Penerbit Universitas Diponegoro.
Ghozali, I. dan Latan, H. (2015) Partial least squares konsep, teknik dan aplikasi menggunakan program smartpls 3.0 untuk penelitian empiris, Semarang: Badan Penerbit UNDIP.
Hosseini, M.H. dan Ahmadi Nejad, M. (2009) “Examining the effects of customer satisfaction and trust and specific trademark value in customer loyalty and attitudinal behavior: A case study of Refah Bank,” Commerce Review, 33, hal. 42–51.
Juran, J.M. et al. (1999) Juran’s quality handbook 5th ed. McGraw Hill.
Kataria, S. dan Saini, V. (2020) “The mediating impact of customer satisfaction in relation of brand equity and brand loyalty: : An empirical synthesis and re-examination,” South Asian Journal of Business Studies, 9(1), hal. 62–87. Tersedia pada: https://doi.org/10.1108/SAJBS-03-2019-0046.
Keller, K.L. (1993) “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing, 57(1), hal. 1–22. Tersedia pada: https://doi.org/10.1177/002224299305700101.
Kim, C.K., Han, D. dan Park, S.-B. (2001) “The effect of brand personality and brand identification on brand loyalty: Applying the theory of social identification,” Japanese Psychological Research, 43(4), hal. 195–206. Tersedia pada: https://doi.org/10.1111/1468-5884.00177.
Libai, B. et al. (2010) “Customer-to-Customer Interactions: Broadening the Scope of Word of Mouth Research,” Journal of Service Research, 13(3), hal. 267–282. Tersedia pada: https://doi.org/10.1177/1094670510375600.
McDougall, G.H.G. dan Levesque, T. (2000) “Customer satisfaction with services: putting perceived value into the equation,” Journal of Services Marketing, 14(5), hal. 392–410. Tersedia pada: https://doi.org/10.1108/08876040010340937.
Murray, D. dan Howat, G. (2002) “The Relationships among Service Quality, Value, Satisfaction, and Future Intentions of Customers at an Australian Sports and Leisure Centre,” Sport Management Review, 5(1), hal. 25–43. Tersedia pada: https://doi.org/10.1016/S1441-3523(02)70060-0.
Nam, J., Ekinci, Y. dan Whyatt, G. (2011) “Brand equity, brand loyalty and consumer satisfaction,” Annals of Tourism Research, 38(3), hal. 1009–1030. Tersedia pada: https://doi.org/10.1016/j.annals.2011.01.015.
Nguyen, T.D., Barrett, N.J. dan Miller, K.E. (2011) “Brand loyalty in emerging markets,” Marketing Intelligence & Planning. Diedit oleh M. Omar dan J. Ensor, 29(3), hal. 222–232. Tersedia pada: https://doi.org/10.1108/02634501111129211.
Oliver, R.L. (1999) “Whence Consumer Loyalty?,” Journal of Marketing, 63(4_suppl1), hal. 33–44. Tersedia pada: https://doi.org/10.1177/00222429990634s105.
Olsen, S.O. (2002) “Comparative Evaluation and the Relationship between Quality, Satisfaction, and Repurchase Loyalty,” Journal of the Academy of Marketing Science, 30(3), hal. 240–249. Tersedia pada: https://doi.org/10.1177/0092070302303005.
Pappu, R., Quester, P.G. dan Cooksey, R.W. (2005) “Consumer‐based brand equity: improving the measurement – empirical evidence,” Journal of Product & Brand Management, 14(3), hal. 143–154. Tersedia pada: https://doi.org/10.1108/10610420510601012.
Sahabuddin, R. (2019) Manajemen Pemasaran Jasa: Upaya Untuk Meningkatkan Kepuasan Nasabah Pada Industri Perbankan, Pustaka Taman Ilmu.
Shirazi, A., Zeynvand, L.H. dan Karimi, M.A. (2013) “Investigating the effects of brand identity on customer loyalty from social identity perspective,” Iranian Journal of Management Studies [Preprint].
Singh, J. dan Sirdeshmukh, D. (2000) “Agency and trust mechanisms in consumer satisfaction and loyalty judgments,” Journal of the Academy of Marketing Science, 28(1), hal. 150–167. Tersedia pada: https://doi.org/10.1177/0092070300281014.
Solomon, M.R. (2010) Consumer behaviour: A European perspective. Pearson education.
Umar, H. (2005) Riset Pemasaran & Perilaku Konsumen. Gramedia Pustaka Utama.
Vázquez, R., del Río, A.B. dan Iglesias, V. (2002) “Consumer-based Brand Equity: Development and Validation of a Measurement Instrument,” Journal of Marketing Management, 18(1–2), hal. 27–48. Tersedia pada: https://doi.org/10.1362/0267257022775882.
Wilkie, W.L. (1994) Consumer Behavior. Wiley.
Woodruff, R.B. dan Gardial, S. (1996) Know your customer: New approaches to understanding customer value and satisfaction, (No Title). Blackwell Business.
Yoon, S.-J. (2002) “The antecedents and consequences of trust in online-purchase decisions,” Journal of Interactive Marketing, 16(2), hal. 47–63. Tersedia pada: https://doi.org/10.1002/dir.10008.
Zeithaml, V.A. (1988) “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, 52(3), hal. 2–22. Tersedia pada: https://doi.org/10.1177/002224298805200302.
Zeithaml, V.A. (2000) “Service quality, profitability, and the economic worth of customers: What we know and what we need to learn,” Journal of the Academy of Marketing Science, 28(1), hal. 67–85. Tersedia pada: https://doi.org/10.1177/0092070300281007.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Copyright (c) 2023 Rahayu Retno Wulan