Strategi membangun loyalitas merek: Pengaruh kualitas produk, perceived value, dan e-wom melalui mediasi kepercayaan merek
DOI:
https://doi.org/10.33603/jibm.v7i2.8415Keywords:
Brand Trust, Brand Loyalty, e-WOM, Perceived Value, Product QualityAbstract
Abstract: This research aims to determine the influence of product quality, perceived value, and e-WOM on brand loyalty through brand trust as an intermediary variable. This population research was costumer at Kopi Janji Jiwa, East Bekasi. The research responden is customers who make two or repeat purchases. The data collection technique used a questionnaire for 175 respondents, which was then processed using SEM PLS version 3.2.9. This research found that there are variables that positively influence brand trust, including perceived value, e-WOM, and brand loyalty. Some variables can have a direct positive influence on brand loyalty, including product quality, perceived value, e-WOM, and brand trust. Those that have a direct negative influence on brand trust are product quality, and variables that can influence indirectly by mediating brand trust on brand loyalty include perceived value.
Keywords: Brand Trust; Brand Loyalty; e-WOM; Perceived Value; Product Quality
Abstrak: Tujuan dari penelitian ini adalah untuk mengetahui pengaruh kualitas produk, perceived value, dan e-WOM terhadap loyalitas merek melalui kepercayaan merek sebagai variabel perantara. Populasi penelitian ini adalah pelanggan Kopi Janji Jiwa, Bekasi timur. Responden penelitian ini pelanggan yang melakukan pembelian dua kali atau berulang. Teknik penarikan data menggunakan kuisioner terhadap 175 responden yang kemudian diolah menggunakan SEM PLS versi 3.2.9. Penelitian ini menemukan bahwa terdapat variabel yang mempengaruhi secara positif terhadap kepercayaan merek yang meliputi perceived value, e-WOM dan loyalitas merek. terdapat variabel yang dapat mempengaruhi secara langsung dengan nilai positif terhadap loyalitas merek meliputi kualitas produk, perceived value, e-WOM dan kepercayaan merek. Adapun yang berpengaruh negatif secara langsung terhadap kepercayaan merek adalah kualitas produk dan juga variabel yang dapat mempengaruhi secara tidak langsung dengan pemediasi kepercayaan merek terhadap loyalitas merek meliputi perceived value.
Kata kunci: e-WOM; Kepercayaan Merek; Kualitas Produk; Loyalitas Merek; Perceived value
References
Abd-Elaziz, M. E., Aziz, W. M., Khalifa, G. S., & Abdel-Aleem, M. (2015). Determinants of Electronic word of mouth (EWOM) influence on hotel customers’ purchasing decision. Journal of Faculty of Tourism and Hotels, Fayoum University, 9(2/2), 194–223.
Agustin, A. (2015). Pengalaman Khalayak Konsumen terhadap Pesan Aktivasi Merek Magnum Cafe dalam Konteks Komunikasi Berasa: Studi Fenomenologi. Jurnal Ilmiah Universitas Bakrie.
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- Determinan Loyalitas Merek melalui Kepercayaan Merek di Kopi Janji Jiwa, Bekasi Timur
- Determinan Loyalitas Merek melalui Kepercayaan Merek di Kopi Janji Jiwa, Bekasi Timur
- Determinan Loyalitas Merek melalui Kepercayaan Merek di Kopi Janji Jiwa, Bekasi Timur
- Determinan Loyalitas Merek melalui Kepercayaan Merek di Kopi Janji Jiwa, Bekasi Timur
- Determinan Loyalitas Merek melalui Kepercayaan Merek di Kopi Janji Jiwa, Bekasi Timur
- Determinan Loyalitas Merek melalui Kepercayaan Merek di Kopi Janji Jiwa, Bekasi Timur
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