Analisis Pengaruh Kepercayaan Merek, Pengalaman Merek, dan Ekuitas Merek Terhadap Loyalitas Merek Pada Vespa Matik di Surabaya
Abstract
This research aims to analyze and identify the influence of brand trust, brand experience and brand equity on brand loyalty. The research was conducted on automatic Vespa consumers or customers with a total population of 115 people. The sample used was only 100 respondents because some samples did not match the criteria. Data collection techniques used were questionnaires via Google forms and conventional ones directly. Variable measurement uses a Likert scale with a scale of 1-7 and analysis for data processing uses the multiple linear regression method with the SPSS ver. 25. The research results show that brand trust and brand experience have a significant effect on brand loyalty, while brand equity has no effect on brand loyalty.
References
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SP, A. A. G. T., & Seminari, N. K. (2017). Pengaruh Brand Equity Dan Consumer Satisfaction Pada Brand Loyalty. E-Jurnal Manajemen Universitas Udayana, 7(1), 307. https://doi.org/10.24843/ejmunud.2018.v7.i01.p12
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Visza Adha, H., & Utami, W. (2021). The Effect of Brand Experience, Brand Personality and Brand Trust on Brand Loyalty. Journal of Business and Management Review, 2(12), 861–871. https://doi.org/10.47153/jbmr212.2962021
Başer, İ. U., Cİntamür, İ. G., & Arslan, F. M. (2015). Examining The Effect of Brand Experience on Consumer Satisfaction, Brand Trust and Brand Loyalty, Marmara Üniversitesi İ.İ.B. Dergisi, 101–128.
Bernarto, I., Berlianto, M. P., Meilani, Y. F. C. P., Masman, R. R., & Suryawan, I. N. (2020). The Influence of Brand Awareness, Brand Image, and Brand Trust on Brand Loyalty. Jurnal Manajemen, XXIV(3), 412–426. https://doi.org/10.24912/jm.v24i3.676
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73(3), 52–68. https://doi.org/10.1509/jmkg.73.3.52
Chinomona, R. (2016). Brand Communication, Brand Image and Brand Trust as antecedents of Brand Loyalty in Gauteng Province of South Africa Richard. African Journal of Economic and Management Studies, 7(1). https://doi.org/10.1108/AJEMS-06-2016-0088
Ebrahim, R. S. (2020). The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty. Journal of Relationship Marketing, 19(4), 287–308. https://doi.org/10.1080/15332667.2019.1705742
Ghozali, I. (2021). Aplikasi Analisis Multivariate (10th ed.). Badan Penerbit Universitas Diponegoro.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis. Cengage.
Hokky, L. A., & Bernarto, I. (2021). The Role of Brand Trust and Brand Image on Brand Loyalty on Apple Iphone Smartphone Users in DKI Jakarta. Enrichment : Journal of Management, 12(1), 474–482.
Khoirunnisah, D., & Wahyuni, D. U. (2022). Pengaruh Kualitas, Citra Merek, Persepsi Harga Terhadap Pembelian Vespa Piaggio di Sidoarjo. 11(9), 1–16.
Kusuma, D., & Syafruddin, M. (2014). Analisis Pengaruh Corporate Social Responsibility Terhadap Kinerja Keuangan Perusahaan dengan Manajemen Laba Sebagai Variabel Pemoderasi. Diponegoro Journal of Accounting Issn: 2337-3806, 3(1), 1–13. http://ejournal-s1.undip.ac.id/index.php/accounting
Mujani, A. (2020). Pengaruh Brand Equity Terhadap Loyalitas Konsumen Pt. Sentul City, Tbk Kabupaten Bogor. http://eprints.ums.ac.id/id/eprint/88393
Nam, J., Ekinci, Y., & Whyatt, G. (2011). Brand equity, brand loyalty and consumer satisfaction. Annals of Tourism Research, 38(3), 1009–1030. https://doi.org/10.1016/j.annals.2011.01.015
Ni’mah, A., Robustin, T. P., & Hidayat, Z. (2019). Pengaruh Brand Image dan Brand Trust Terhadap Brand Loyalty Wardah Kosmetik Studi Kasus Pada Mahasiswi STIE Widya Gama Lumajang. Progress Conference, 2, 549–556.
Putra, D. H., & Rahmawan, G. (2022). Analisis Pengaruh Citra Merek, Desain Produk dan Gaya Hidup Terhadap Keputusan Pembelian Motor Vespa di Sukoharjo. Juremi: Jurnal Riset Ekonomi, 2(3), 387–394
Semadi, I. P. Y., & Ariyanti, M. (2018). The influence of brand communication, brand image, brand satisfaction, and brand trust on brand loyalty. Management Sciences & Education, 7(3), 12–23. https://doi.org/10.2991/insyma-19.2019.31
Setiawan, S., Putra, S., & Madiawati, P. N. (2022). Pengaruh Harga , Kualitas Produk , dan Desain Produk terhadap Keputusan Pembelian Sepeda Motor Vespa Matic Piaggio Di Kota Cirebon. 9(3), 1566–1575.
SP, A. A. G. T., & Seminari, N. K. (2017). Pengaruh Brand Equity Dan Consumer Satisfaction Pada Brand Loyalty. E-Jurnal Manajemen Universitas Udayana, 7(1), 307. https://doi.org/10.24843/ejmunud.2018.v7.i01.p12
Sugiyono. (2015). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta Bandung.
Vespa. (2023). PT Piaggio Indonesia Perkuat Pasar di Jawa Timur Melalui Pembukaan Dealer Motoplex di Madiun, Menjadi Dealer Ke-57 di Tanah Air. Vespa.Com. https://www.vespa.com/id_ID/news-promo/DO-Smart-Madiun.html
Visza Adha, H., & Utami, W. (2021). The Effect of Brand Experience, Brand Personality and Brand Trust on Brand Loyalty. Journal of Business and Management Review, 2(12), 861–871. https://doi.org/10.47153/jbmr212.2962021
Published
2024-06-11
How to Cite
ERLINDA, Sela Sefrina et al.
Analisis Pengaruh Kepercayaan Merek, Pengalaman Merek, dan Ekuitas Merek Terhadap Loyalitas Merek Pada Vespa Matik di Surabaya.
REVITALISASI : Jurnal Ilmu Manajemen, [S.l.], v. 13, n. 1, p. 139-146, june 2024.
ISSN 2657-1684.
Available at: <https://ejournal.uniska-kediri.ac.id/index.php/Revitalisasi/article/view/4892>. Date accessed: 21 dec. 2024.
doi: https://doi.org/10.32503/revitalisasi.v13i1.4892.
Section
Articles
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under a Creative Commons Attribution 4.0 International License
