Pengaruh Brand Image dan Brand Trust terhadap Loyalitas Pelanggan dengan Kepuasan Pelanggan Sebagai Variabel Mediasi
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Published
Aug 25, 2022
Abstract
Penelitian ini bertujuan untuk membuktikan hubungan antara pengaruh brand image dan brand trust terhadap loyalitas pelanggan Shopee di Kota Padang dengan kepuasan sebagai variabel mediasi. Dalam penelitian ini jumlah sampel adalah sebanyak 100 orang responden. Pengumpulan data menggunakan kuesioner dan teknik pengambilan sampel ini dilakukan dengan teknik accidental sampling dan purposive sampling. Teknik analisis data yang digunakan adalah analisis regresi bertingkat dan untuk menguji hipotesis menggunakan uji t statistik. Hasil penelitian menunjukkan bahwa brand image, brand trust dan kepuasan pelanggan berpengaruh signifikan terhadap loyalitas pelanggan situs belanja online Shopee di Kota Padang. Brand image dan brand trust berpengaruh signifikan terhadap kepuasan pelanggan situs belanja online Shopee di Kota Padang. Kepuasan pelanggan memediasi hubungan antara brand image dan brand trust terhadap loyalitas pelanggan situs belanja online Shopee di Kota Padang
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How to Cite
Febriani, E., Rahmizal, M. and Aswan, K. (2022) “Pengaruh Brand Image dan Brand Trust terhadap Loyalitas Pelanggan dengan Kepuasan Pelanggan Sebagai Variabel Mediasi”, Ranah Research : Journal of Multidisciplinary Research and Development, 4(4), pp. 333-343. doi: 10.38035/rrj.v4i4.557.
References
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Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance.
Fachmi, M., Modding, B., Kamase, J., & Damis, H. (2020). The Mediating R Ole Of Satisfaction : Life Insurance Customers ’ Perspective ( Service Quality , Trust And Image Toward Loyalty ). International Journal Of Multicultural And Multireligious Understanding, 7, 156–170.
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Martin, N. (2021). Upaya Peningkatan Loyalitas Melalui Brand Image , Brand Trust , Dan Kepuasan Sebagai Variabel Intervening. Society, 9(1), 289–301. Https://Doi.Org/10.33019/Society.V9i1.303
Nainggolan, F., & Hidayat, A. (2020). The Effect Of Country Of Origin , Brand Image , Price Fairness , And Service Quality On Loyalty Toward Iphone Mobile Users , Mediated By Consumer Satisfaction. European Journal Of Business And Management Research, 5(1), 1–5.
Rakasena, A. (2020). Effect Of Price, Product Quality And Brand Image On Loyalty Through Satisfaction Mio Fino Motor Customers (Case Study At Yamaha Flagship Shop Jakarta). Jurnal STEI Ekonomi, XX(Xx), 1–33.
Sarwono, J. (2018). Statistik Untuk Riset Skripsi. Yogyakarta: Andi Offset.
Subaebasni, S., Risnawaty, H., & Wicaksono, A. R. A. (2019). Effect Of Brand Image , The Quality And Price On Customer Satisfaction And Implications For Customer Loyalty PT Strait Liner Express In Jakarta. International Review Of Management And Marketing, 9(1), 90–97.
Sudarman, E., Madiistriyatno, H., & Sudarman, I. (2021). Investigations Of Customer Loyalty: Strengthening Product Quality, Brand Image And Customer Satisfaction. Jurnal Ilmiah Manajemen, 11(1), 78–93.
Sugiyono. (2013). Metode Penelitian Manajemen (1st Ed.). Bandung: Alfabeta.
Sunyoto, D. (2011). Analisis Regresi Dan Uji Hipotesis. Yogyakarta: Andi Offset.
Tjiptono, Fandy dan Chandra, G. 2017. Strategi Pemasaran Strategik.. Yogyakarta: Andi Offset.
Ayu, D., Sari, T., & Giantari, I. G. A. K. (2020). Role Of Consumer Satisfaction In Mediating Effect Of Product Quality On Repurchase Intention. International Research Journal Of Management, 7(1), 217–226.
Cantona, E. (2020). Pengaruh Dari Brand Image Dan Product Quality Melalui Customer Satisfaction Sebagai Variabel Mediator Terhadap Customer Loyalty. Jurnal Manajemen Bisnis Dan Kewirausahaan, 5(2000), 488–493.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance.
Fachmi, M., Modding, B., Kamase, J., & Damis, H. (2020). The Mediating R Ole Of Satisfaction : Life Insurance Customers ’ Perspective ( Service Quality , Trust And Image Toward Loyalty ). International Journal Of Multicultural And Multireligious Understanding, 7, 156–170.
Gülnil AYDIN, Aybeniz Akdeniz AR, Ç. T. (2014). The Role Of Brand Trust On Parents’ Purchase Intentions Of Baby-Care Products. Doğuş Üniversitesi Dergisi, 15(2), 165–180.
Hasan, A. (2013). Marketing Dan Kasus-Kasus Pilihan. Jakarta: CAPS.
Jose M. Pina, Nina M. Iversen, E. M. (2010). Feedback Effects Of Brand Extensions On The Brand Image Of Global Brands : A Comparison Between Spain And Norway. Journal Of Marketing Management, 26(August), 943–966. Https://Doi.Org/10.1080/02672570903458789
Kotler, Philip dan Keller, Kevine. Lane. 2019. Manajemen Pemasaran. Jilid 1. Edisi 13. Erlangga: Jakarta.
Lenny Meitha Wulur, Theresia Militina, G. N. A. (2020). Effect Of Service Quality And Brand Trust On Customer Satisfaction And Customer Loyalty Pertamina Hospital Balikpapan. International Journal Of Economics, Business And Accounting Research, 4(1), 2622–4771.
Martin, N. (2021). Upaya Peningkatan Loyalitas Melalui Brand Image , Brand Trust , Dan Kepuasan Sebagai Variabel Intervening. Society, 9(1), 289–301. Https://Doi.Org/10.33019/Society.V9i1.303
Nainggolan, F., & Hidayat, A. (2020). The Effect Of Country Of Origin , Brand Image , Price Fairness , And Service Quality On Loyalty Toward Iphone Mobile Users , Mediated By Consumer Satisfaction. European Journal Of Business And Management Research, 5(1), 1–5.
Rakasena, A. (2020). Effect Of Price, Product Quality And Brand Image On Loyalty Through Satisfaction Mio Fino Motor Customers (Case Study At Yamaha Flagship Shop Jakarta). Jurnal STEI Ekonomi, XX(Xx), 1–33.
Sarwono, J. (2018). Statistik Untuk Riset Skripsi. Yogyakarta: Andi Offset.
Subaebasni, S., Risnawaty, H., & Wicaksono, A. R. A. (2019). Effect Of Brand Image , The Quality And Price On Customer Satisfaction And Implications For Customer Loyalty PT Strait Liner Express In Jakarta. International Review Of Management And Marketing, 9(1), 90–97.
Sudarman, E., Madiistriyatno, H., & Sudarman, I. (2021). Investigations Of Customer Loyalty: Strengthening Product Quality, Brand Image And Customer Satisfaction. Jurnal Ilmiah Manajemen, 11(1), 78–93.
Sugiyono. (2013). Metode Penelitian Manajemen (1st Ed.). Bandung: Alfabeta.
Sunyoto, D. (2011). Analisis Regresi Dan Uji Hipotesis. Yogyakarta: Andi Offset.
Tjiptono, Fandy dan Chandra, G. 2017. Strategi Pemasaran Strategik.. Yogyakarta: Andi Offset.