THE INFLUENCE OF BRAND IMAGE AND BRAND EXPERIENCE ON BRAND LOYALTY WITH CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE
CASE STUDY ON TOKOPEDIA CONSUMERS IN THE JABODETABEK AREA
Main Article Content
Erika Prabawati
Sarwo Edy Handoyo
Brand loyalty can determine whether e-commerce is able to survive or not in the market. The bad brand image of e-commerce will indirectly reduce consumer confidence to use e-commerce. E-commerce must also be able to create a comfortable brand experience, with the aim of increasing interest in using e-commerce in a sustainable manner so as to increase brand loyalty. The purpose of this study was to analyze the effect of brand image and brand experience on brand loyalty with customer satisfaction as an intervening variable. Consumers of Tokopedia aged between 15-30 years in Jabodetabek are the population of this study. Samples were taken as many as 100-200 people. This research uses non-probability sampling with purposive sampling technique. Primary data was collected by using a questionnaire with a Likert scale and secondary data by interview. This study uses AMOS to analyze research data. The results of this research are (a) Brand Image has a positive effect on Brand Loyalty, (b) Brand Experience has a positive effect on Brand Loyalty, (c) Brand Image has a positive effect on Customer Satisfaction, (d) Brand Experience has a positive effect on Customer Satisfaction, (e) Customer Satisfaction has a positive effect towards Brand Loyalty. Based on the research results, all research hypotheses are accepted with the best hypothesis, namely the more positive the promotion, the more positive brand loyalty will be.
A.M, Morissan. (2010). Periklanan Komunikasi Pemasaran Terpadu. Jakarta: Penerbit Kencana
Aaker, D.A. (2001). Strategic Market Management. New York : Jhon Wiley and Son, Inc
Aziz, Muh. Abdul, Sari, Y. T., & Alhidayatullah, A. (2022). Analisis Kinerja Dokter Dalam Pengisian Rekam Medis dan Rawat Jalan Melalui Kepuasan Kerja. Coopetition: Jurnal Ilmiah Manajemen, 13(3), 413–417. Retrieved from https://journal.ikopin.ac.id/index.php/coopetition/article/view/2495
Aziz, Muh Abdul. (2021). Pengaruh Lingkungan Kerja Dan Kinerja Karyawan Terhadap Turnover Intentions Dengan Kepuasan Kerja Sebagai Variabel Intervening (Studi pada PT Selamat Lestari Mandiri Kota Sukabumi). Jurnal Apresiasi Ekonomi, 9(2), 229–237. https://doi.org/10.31846/jae.v9i2.383
Aziz, Muhammad Abdul. (2023). Business Strategy Analysis To Achieve Customer Loyalty Among Telkom Provider Users At Muhammadiyah Sukabumi University. 2(10), 3003–3018.
BPSAnonimous. (2019). Susenas (Survei Sosial Ekonomi Nasional) Indonesia 2019. Badan Pusat Statistik Indonesia. https://www.bps.go.id/
Arbuckle, J.L. dan Wothke, W. (1999). Amos 4.0 User’s Guide. Chicago: Small Waters Corporation
Bastian, D.A. (2014). Analisa Pengaruh Citra Merek (Brand Image) dan Kepercayaan Merek (Brand Trust) Terhadap Loyalitas Merek (Brand Loyalty) ADES PT. Ades Alfindo Putra Setia. Jurnal Manajemen Pemasaran Petra. (Vol.2, No.1, h.1-9)
Bilson, Simamora. (2001). Memenangkan Pasar dengan Pemasaran Efektif dan Profitabel. Edisi Pertama. Jakarta: PT Gramedia Pustaka Utama
Brakus, J.J., Schmitt, B.H & Zarantonello, L. (2009). Brand Experience : What is it? How is it Meassured? Does it Affect Loyalty?. Journal of Marketing (Vol.73, No.2, pp)
Chinomona, Richard. (2016). Brand Communication, Brand Image and Brand Trust as Antecedents of Brand Loyalty in Gauteng Province of South Africa. African Journal of Economic and Management Studies. (Vol.7, No.1, h.124-139)
Cretu A.E. and Brodie, R.J. (2007). The Influence of Brand Image and Company Reputation Where Manufacturers Market to Small Firms: A Customer Value Perspective. Industrial Marketing Management. (Vol.36, h.230-240)
Ferdinand, Augusty. (2014). Metode Penelitian Manajemen. Semarang: Badan Penerbit Universitas Diponegoro
Fongana, Andreas. (2009). Pengaruh Brand Prefence Terhadap Repeat Purchase Pada Produk Shampo Anti Ketombe Clear For Man Di Surabaya. Surabaya: Universitas Petra
Ghozali, Imam. (2013). Aplikasi Analisis Multivariate Dengan Program. Semarang: Badan Penerbit Universitas Diponegoro
Goetz Greve. (2014). The moderating effect of customer engagement on the brand image – brand loyalty relationship. Social and Behavioral Sciences. (Vol. 148 pp. 203 – 210)
Hair, Jr., Joseph F., et.al. (2014). Multivariate Data Analysis. Edisi Ketujuh. New Jersey: Prentice Hall, Inc.
Hellier, Phillip K., et al. (2003). Customer Repurchase Intention: A General Structual Equation Model. European Journal of Marketing. (Vol.37. No. 11/12, h.1762-1800)
Hosseini, R. S., Zainal, A., & Sumarjan, N. (2015). The effects of service performance of hotel customers on quality of experience and brand loyalty in Iran. Procedia-Social and Behavioral Sciences, (Vol. 201, h. 156-164)
Jing Hu, dkk. (2012). The Role of Brand Image Congruity in Chinese Consumers' Brand Preference. Journal of Product & Brand Management. (Vol. 21, No.1, h.26–34)
Kim, J., Kim, M. and Kandampully, L. (2009). Buying environment characteristics in the context of e-service. European Journal of Marketing. (Vol. 43, Nos 9/10, pp. 1188-1204)
Keller, Kevin L. (2013). Strategic Brand Management ; Building, Measuring, and Managing Brand Equity. (Edisi Keempat). English: Pearson Education Inc.
Kotler, Philip. (2001). Manajemen Pemasaran: Analisis, Perencanaan, Implementasi dan Kontrol. Jakarta: PT. Prehallindo.
Kotler, Philip dan Gary Amstrong. (2012). Prinsip Prinsip Pemasaran. Jakarta: Erlangga
Kurniawati, Dewi, Suharyono dan Andriani Kusumawati. (2014). Pengaruh Citra Merek dan Kualitas Produk Terhadap Kepuasan dan Loyalitas Pelanggan. Jurnal Admnistrasi Bisnis (JAB). (Vol.14, No.2)
Lahap, Johanudin, Ramli, N. S., Said, N. M., Radzi, S. M., & Zain, R. A. (2016). A Study of Brand Image towards Customer’s Satisfaction in the Malaysian Hotel Industry. Procedia - Social and Behavioral Sciences. (224(August 2015), 149– 157)
Lau, Geok Then and Sook Han Lee. (1999). Consumers Trust in a Brand and the Link to Brand Loyalty. Journal of Market Focused Management. (Vol.4, No.4, h. 341–370)
Laudon, Kenneth C.dan Laudon, Jane P. (2012). Management Information Systems
- Managing The Digital Firm. (Edisi Keduabelas). New Jersey: Prentice Hall, Inc.
Leckie, Civilai, Munyaradzi W. N., dan Lester W. Johnson. (2017). Promoting Brand Engagement Behaviors and Loyalty Through Perceived Service Value and Innovativeness. Journal of Services Marketing. (Vol.32, No.1, h.70-82)
Neupane, Ramesh. (2015). The Effects of Brand Image on Customer Satisfaction and Loyalty Intention in Retail Supermarket Chain UK. Intenational Journal of Social Sciences and Management. (Vol. 2, No. 1, pp. 9-26)
Nazir, Mohammad. (1983). Metode Penelitian. Jakarta: Ghalia Indonesia
Ouwersloot, Hans dan Anamaria Tudorica. (2001). Brand Personality Creation Through Advertising. Maastrich Academic Center for Research in Srvices Journal.
Pi1, Wan-Ping dan Hsieh-Hong Huang. (2011). Effects of promotion on relationship quality and customer loyalty in the airline industry: The relationship marketing approach. African Journal of Business Management. (Vol.5, No.11, h.4403-4414)
Pieleliene, Lina. (2011). Determination of Combination of the Attributes of Sales Promotion for Different Loyalty Stage’s Customers. Management Theory and Studies for Rural Business and Infrastructure Development
Rambat, Lupiyoadi dan A. Hamdani. (2006). Manajemen Pemasaran Jasa. (Edisi Kedua). Jakarta: Salemba Empat.
Rizan, Mohammad, Basrah Saidani, dan Yusiyana Sari. (2012). Pengaruh Brand Image Dan Brand Trust Terhadap Brand Loyalty Teh Botol Sosro. Jurnal Riset Manajemen Sains Indonesia. (Vol.3, No.1)
Sahin Azize, Cemal Zehin, and Hakam. (2011). The effect of Brand Experinces, Trust and Satisfaction on Building Brand Loyalty: An Empirical Reseach On Global Brand. Procedia Social and Behavioral Science. (Vol 24, pp 1288-1301)
Saputra, Ilhami Falla. (2013). Kualitas Layanan, Citra dan Pengaruhnya Terhadap Loyalitas Melalui Kepuasan Pelanggan (Studi pada PT. Bank BNI 46 Sentra Kredit Kecil Surabaya). (Vol. 11.No. 3. ISSN 1693-5241)
Schiffman, Leon G. Leslie dan Lazar Kanuk. (2004). Perilaku Konsumen. (Edisi Ketujuh). Jakarta: PT. Indeks GramediaSchiffman, Wisenblit. (2015). Customer Behavior. (Edisi Kesebelas). Person Education.
Schultz, Don E. Dan Martin P. Block. (2014). Sales Promotion Influencing Consumer Brand Preferences/Purchases. Journal of Consumer Marketing. (Vol.31, No.3, h.212-217)
Simamora, Bilson. (2002). Panduan Riset Perilaku Konsumen. Surabaya: Pustaka Utama
Sugiyono. (2010). Metode Penelitian Bisnis. Bandung: Alfabeta
Supandi. (2009). Faktor-Faktor yang Mempengaruhi Loyalitas Pelanggan Minyak Pelumas Pertamina Di Semarang. Jurnal Orbit. (Vol.5, No.3, h.389-394)
Swastha, Basu. (2002). Manajemen Pemasaran. (Edisi Kedua, Cetakan Kedelapan). Jakarta: Penerbit Liberty
Tahir Islam dkk. (2021). The impact of corporate social responsibility on customer loyalty: The mediating role of corporate reputation, customer satisfaction, and trust. Sustainable Production and Consumption. (Vol. 25 pp. 123-135)
Ting (Tina) Li dkk. (2016). Experiences, post-trip destination image, satisfaction and loyalty: A study in an ecotourism context. Journal of Destination Marketing & Management. (Vol. 19)
Tjiptono, Fandy. (2002). Strategi Bisnis. Yogyakarta: Penerbit Andi
Tjiptono, Fandy. (2005). Brand Management & Strategy. Yogyakarta: Penerbit Andi
Tolba, Ahmed H. (2011). The Impact of Distribution Intensity on Brand Preference and Brand Loyalty. International Journal of Marketing Studies. (Vol.3, No.3)
Tse dan Wilton. (1988). Kepuasan Pelanggan. (Jilid 2, Edisi ketiga). Klaten : PT. Indeks Kelompok Gramedia.
Tung, Gu-Shin, Chiung-Ju Kuo, dan Yun-Ting Kuo. (2011). Promotion, Switching Barriers and Loyalty. Australian Journal of Business and Management Research. (Vol.1, No.2, h.30-44)
Vane, Edwin dan Gross Lynne. (1994). Programming for TV, Radio dan Cable. London: Focal Press, Boston
Widyantari, Ni Kadek Sri dan Gede Suparna. (2016). Peran Tingkat Pendidikan Memoderasi Citra Merek Dengan Preferensi Merek Lampu Philips LED di Kota Denpasar. E-Jurnal Manajemen Unud. (Vol.5, No.5, h.2828-2855)
