ANALISIS PENGARUH PENGALAMAN MEREK, KEPERCAYAAN MEREK, DAN KEPUASAN MEREK TERHADAP LOYALITAS MEREK

Wiharto Suntoro, Yunita Budi Rahayu Silintowe

Abstract


ABSTRACT

 

Brand loyalty is a customer’s commitment to stick to a product to repurchase a product or services. Brand loyalty is the core of brand equity that is central in marketing, since it is a measurement of a customer’s relationship to a brand. If brand loyalty increases, the vulnerability of customer groups from competitor attacks will be reduced.  There are several factors that can affect brand loyalty, they are: brand experience, brand trust, and brand satisfaction.  This study aims to examine the effect of brand experience, brand trust, and brand satisfaction on brand loyalty. This study uses primary data obtained through  questionnaire with subjects from the Salatiga community who had bought and consumed Aqua branded bottled water.  The data processing method used in this study is multiple linear regression.  The results show that brand experience, brand trust, and brand satisfaction has a positive effect on brand loyalty.

 

Keywords: brand loyalty; brand experience; brand trust; brand satisfaction

 

ABSTRAK

 

Loyalitas merek merupakan komitmen pelanggan pada sebuah produk untuk membeli kembali produk atau jasa tersebut. Loyalitas merek merupakan inti dari ekuitas merek yang menjadi pusat dalam pemasaran, karena ini digunakan untuk mengukur hubungan pelanggan dengan sebuah merek. Jika loyalitas merek meningkat, maka kerentanan kelompok pelanggan terhadap serangan kompetitor dapat diturunkan. Terdapat beberapa faktor yang dapat mempengaruhi loyalitas merek, yaitu: pengalaman merek, kepercayaan merek, dan kepuasan merek. Penelitian ini menggunakan data primer yang diperoleh melalui kuesioner dengan subyek penelitian masyarakat Salatiga yang telah membeli dan mengonsumsi air minum dalam kemasan dengan merek Aqua. Pengolahan data dilakukan dengan metode regresi linier berganda. Hasil penelitian menunjukkan bahwa pengalaman merek, kepercayaan merek, dan kepuasan merek memiliki pengaruh positif terhadap loyalitas merek.

 

Kata kunci: loyalitas merek; pengalaman merek; kepercayaan merek; kepuasan merek


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DOI: https://doi.org/10.24002/modus.v32i1.3194

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