PENGARUH BRAND PERSONALITY TERHADAP BRAND AWARENESS, BRAND TRUST, dan BRAND LOYALTY SEPATU OLAHRAGA BRAND ADIDAS DI SURABAYA

  • Nanin Syahida Amalia Ernanda Jurusan Managemen / Universitas Surabaya

Abstract

Abstrak - Tujuan penelitian adalah untuk menguji pengaruh brand personality reponsible, brand personality responsibility terhadap brand awarenes, brand trust, dan brand loyalty pada sepatu olahraga ‘Adidas’ . analisis dalam penelitian ini menggunakan metode structural equation modeling (SEM). Objek penelitian ini adalah pembeli sepatu olahraga, minimal sebanyak 2x dalam setahun terakhir, memiliki pendidikan terakhir SMA/SMK sederajat. Responden yang diteliti dalam penelitian ini sejumlah 140 orang. Penggolahan data menggunakan data menggunakan perangkat lunak SPSS Statistics versi 18 windows untuk sistem operasi dan Amos versi 22 windows.


Hasil penelitian ini menunjukkan bahwa brand personality responsible berpengaruh positif dan sgnifikan terhadap brand awareness, brand personality active berpengaruh positif signifikan terhadap brand awareness, brand personality responsible berpengaruh positif signifikan terhadap brand trust, brand personality active tidak terdukung terhadap brand trust, brand personality responsible berpengaruh positif signifikan terhadap brand loyalty, dan brand personality active tIDak terdukung terhadap brand loyalty.


 Kata kunci: brand personality responsible, brand personality active, brand awareness, brand trust, brand loyality.


Abstract - The aim of the study is to test responsible brand personality, brand personality responsibilities to brand awarenes, brand trust, and brand loyalty to 'Adidas' sports shoes. analysis in this research using structural equation modeling (SEM) method. The object of this study is, at least 2x minimum in the last total, have the last education SMA / SMK equal. Respondents studied in this study were 140 people. Data penggolahan use data using SPSS Statistics software version 18 windows for the operating system and Amos version 22 windows.


The results of this study indicate that brand personality is positively responsible and significant to brand awareness, brand personality that is positively significant to brand awareness, responsible brand personality, significant positive for brand trust, active brand personality not supported by brand trust, brand personality which are positively responsible for brand loyalty, and active brand personality is not supported by brand loyalty.


Keywords: Responsible Brand Personality, Brand Active Personality, Brand Awareness, Brand Trust, Brand Loyalty

Downloads

Download data is not yet available.

References

Brakus, J.J., Schmitt, B.H. and Zarantonella, L. (2009), “Brand experience: what is it How is it measured? Does it affect loyalty?”. Journal of Marketing, Vol. 65 No 3, pp. 52-68.

Chen, CF. Phou, S. (2013),”A closer look at destination:image, personality, relationship and loyalty”, Tourism Management, Vol.36, June, pp.269-278.

Delgado-ballester, E and Munuera-Aleman J. L (2001). “Brand Trust in the Context Consumer Loyalty.” Europan Journal of Marketing, Vol 35. No. 11/12, pp 1238-1258.

Eisend, M. and Stokburger-Sauer, N.E. (2013), “Brand personality: a meta-analytic review of antecedents and consequences”, Marketing Letters, Vol.24 No. 3,pp 205-216

Freling T.H. and Forbes, L.P. (2005),” An emprical analysis of the brand personality effect”, Journal of Product & Brand Management, Vol 14 No. 7, pp. 404-413

Geuens, M., Weijeters, B., and De Wulf, K., 2009. New Measure of Brand Personality. International Journal in Marketing, 26:97-107.

Gordon, R., Zainuddin , N. and Magee, C (2016), “Unlocking the potential of branding in social marketing services: utilising brand personality and brand personality appeal”, Journal of Services Marketing Vol. 30 No 1, pp. 48-62.

Lin, L.Y,(2010), “The relationship of consumer personality trait, brand personality and rand loyalty: an empirical study of toys and video games buyers”, Journal of Product & Brand Management, Vol. 19 No. 1, pp 4-17

Louis, D. And Lombart, C. (2010), “Impact of brand personality on three major relational consequences (trust, attchment, and commitment to the brand)”, Journal of Product & Brand Management, Vol.19 No.2, pp114-130.. 1, pp. 4-17.

Nysveen, H., Pedersen, P.E. and Skard, S. (2013).”Brand experiences in service organizations;exploring the individual effects of brand brand experience dimensions”, Journal of Brand Management, Vol.20 No. 5, pp. 404-423.

Pappu, R., Quester, P.G. and Cooksey, R.W. (2005), “Consumer-based brand equity: improving the measurement-empirical evidence”, Journal of Product& Brand Management, Vol. 14 No. 3, pp.143-154.

Rampl, V.L. and Kenning , P. (2014),”Employer brand trust and affect:linking brand personality to employer brand attractiveness”, European Journal of Marketing, Vol 48 Nos 1-2, pp.218-236.

Rangkuti, Freddy. (2009). Strategi Promosi yang Kreatif dan analisis Kasus Integrated Marketing communication. Jakarta :PT. Gramedia Pustaka Utama.

Sung, Y. and Kim, J. (2010). “Effect of brand personality on brand trust and brand affect”, Psychology&Marketing, Vol. 27 No. 7, pp. 639-661.

Zikmund, William. (2010). Business Research Method (8th ed.) Canada: Cengange Learning.

Hair et al (2010). Multivariate Data Analysis, Seventh Edition, Pearson Prentice Hall.

www.ipcenter-ui.org

www.etnediaplan.com

https://www.jpnn.com

http://www.academia.edu

https://www.merdeka.com
Published
2019-09-01
How to Cite
ERNANDA, Nanin Syahida Amalia. PENGARUH BRAND PERSONALITY TERHADAP BRAND AWARENESS, BRAND TRUST, dan BRAND LOYALTY SEPATU OLAHRAGA BRAND ADIDAS DI SURABAYA. CALYPTRA, [S.l.], v. 8, n. 1, p. 936-952, sep. 2019. ISSN 2302-8203. Available at: <http://journal.ubaya.ac.id/index.php/jimus/article/view/3727>. Date accessed: 24 nov. 2020.