PENGARUH BRAND TRUST DAN BRAND AFFECT TERHADAP BRAND LOYALTY COFFEE TOFFEE KLAMPIS SURABAYA
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Keywords:
brand trust, brand affect, brand loyalty
Abstract
Penelitian ini bertujuan untuk menguji pengaruh brand trust dan brand affect terhadap brand loyalty Coffee Toffee Klampis Surabaya. Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan metode Structural Equation Modeling (SEM) dengan software LISREL 8.70. Jumlah sampel yang digunakan dalam penelitian ini sebanyak 140 sampel. Hasil penelitian ini menunjukkan bahwa brand trust berpengaruh positif signifikan terhadap brand affect Coffee Toffee Klampis Surabaya (1), brand trust tidak berpengaruh terhadap brand loyalty Coffee Toffee Klampis Surabaya (2), brand affect berpengaruh positif signifikan terhadap brand loyalty Coffee Toffee Klampis Surabaya (3).
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References
Anggraeni, R.D., 2012, Loyalitas Konsumen Kedai Kopi di Surabaya (Studi Deskriptif Loyalitas Konsumen Coffee Toffee di Surabaya), hal. 1-10.
Casalo, L.V., Flavian, C. and Guinaliu, M., 2007, The Influence of Satisfaction, Perceived Reputation and Trust on a Consumer’s Commitment to a Website, Journal of Marketing Communication, 13, p.1-17.
Chiu, C.M., Huang, H.Y., and Yen, C.H., 2010, Antecedents of Online Trust in Online Auctions, Electronic Commerce Research and Application, 9, p.148-159.
Doney, P.M. and Cannon, J.P., 1997, An Examination of The Nature of Trust in Buyer-Seller Relationships. Journal of Marketing, Vol. 61, p. 35-51.
Durianto, D., Sugiarto and Sitinjak, T., 2001, Strategi Menaklukan Pasar Melalui Riset Ekuitas dan Perilaku Konsumen, Jakarta: Gramedia.
Ferdinand, A., 2002, Structural Equation Modeling dalam Penelitian Manajemen, Badan Penerbit Universitas Diponegoro, Semarang.
Hair J. F, JR., R. E. Anderson, Tatham and W. C. Black, 1998, Multivariate Data Analysis, 5th Edition, Prentice Hall.
Kabadayi, E.T. and Alan, A.K., 2012, Brand Trust and Brand Affect: Their Strategic Importance on Brand Loyalty, Journal of Global Strategic Management, 11, p.80-88.
Lau, G.T. and Lee, S.H., 1999, Consumers’ Trust in a Brand and The Link to Brand Loyalty, Journal of Market Focused Management, Vol 4, p.341-370.
Law, D., Wong, C., and Yip, J., 2012, How Does Visual Merchandising Affect Consumer Affective Response? An Intimate Apparel Experience, European Journal of Marketing, Vol 46, No.1, p.112-133.
Liu, C.T., Guo, Y.M. and Lee, C.H., 2011, The Effects of Relationship Quality and Switching Barriers on Customer Loyalty, International Journal of Information Management, 31, p.71-79.
Löfgren, E. and Li, J., 2010, Brand Loyalty: A Study of the Prevalent Usage of Celebrity Endorsement in Cosmetics Advertising, Umeå School of Business, p. 28.
Matzler, K., Krauter, S.G., and Bidmon, S., 2006, Individual Determinants of Brand Affect: The Role of Personality Traits of Extraversion and Openness to Experience, Journal of Product and Brand Management, Vol 15, No.7, p.427-434.
Matzler, K., Krauter, S.G., and Bidmon, S., 2008, Risk Aversion and Brand Loyalty: The Mediating Role of Brand Trust and Brand Affect. Journal of Product and Brand Management, 17(3), p.154-162.
Casalo, L.V., Flavian, C. and Guinaliu, M., 2007, The Influence of Satisfaction, Perceived Reputation and Trust on a Consumer’s Commitment to a Website, Journal of Marketing Communication, 13, p.1-17.
Chiu, C.M., Huang, H.Y., and Yen, C.H., 2010, Antecedents of Online Trust in Online Auctions, Electronic Commerce Research and Application, 9, p.148-159.
Doney, P.M. and Cannon, J.P., 1997, An Examination of The Nature of Trust in Buyer-Seller Relationships. Journal of Marketing, Vol. 61, p. 35-51.
Durianto, D., Sugiarto and Sitinjak, T., 2001, Strategi Menaklukan Pasar Melalui Riset Ekuitas dan Perilaku Konsumen, Jakarta: Gramedia.
Ferdinand, A., 2002, Structural Equation Modeling dalam Penelitian Manajemen, Badan Penerbit Universitas Diponegoro, Semarang.
Hair J. F, JR., R. E. Anderson, Tatham and W. C. Black, 1998, Multivariate Data Analysis, 5th Edition, Prentice Hall.
Kabadayi, E.T. and Alan, A.K., 2012, Brand Trust and Brand Affect: Their Strategic Importance on Brand Loyalty, Journal of Global Strategic Management, 11, p.80-88.
Lau, G.T. and Lee, S.H., 1999, Consumers’ Trust in a Brand and The Link to Brand Loyalty, Journal of Market Focused Management, Vol 4, p.341-370.
Law, D., Wong, C., and Yip, J., 2012, How Does Visual Merchandising Affect Consumer Affective Response? An Intimate Apparel Experience, European Journal of Marketing, Vol 46, No.1, p.112-133.
Liu, C.T., Guo, Y.M. and Lee, C.H., 2011, The Effects of Relationship Quality and Switching Barriers on Customer Loyalty, International Journal of Information Management, 31, p.71-79.
Löfgren, E. and Li, J., 2010, Brand Loyalty: A Study of the Prevalent Usage of Celebrity Endorsement in Cosmetics Advertising, Umeå School of Business, p. 28.
Matzler, K., Krauter, S.G., and Bidmon, S., 2006, Individual Determinants of Brand Affect: The Role of Personality Traits of Extraversion and Openness to Experience, Journal of Product and Brand Management, Vol 15, No.7, p.427-434.
Matzler, K., Krauter, S.G., and Bidmon, S., 2008, Risk Aversion and Brand Loyalty: The Mediating Role of Brand Trust and Brand Affect. Journal of Product and Brand Management, 17(3), p.154-162.
Published
2015-09-01
Section
Bidang Manajemen (M)
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