PENGARUH PERSONALITY CONGRUENCE, PERCEIVED QUALITY DAN BRAND PRESTIGE TERHADAP BRAND LOYALTY PADA PRODUK FASHION MEREK ZARA BAGI KALANGAN GENERASI Y DI SURABAYA
Abstract Views:
479 times
PDF - FULL TEXT Downloads:
334 times
Abstract
Abstrak- Penelitian ini bertujuan untuk menguji pengaruh Personality Congruence, Perceived Quality, Brand Prestige dan Brand Attitude terhadap Brand Loyalty pada produk fashion merek ZARA bagi kalangan Generasi Y di Surabaya. Jenis penelitian yang digunakan adalah basic research. Karakteristik responden adalah konsumen dari kalangan Generasi Y yang berusia 17-37 tahun pernah melakukan pembelian produk fashion ZARA dalam waktu satu tahun terakhir yang berdomisili di Surabaya. Responden penelitian ini berjumlah 250 orang. Pengolahan data dalam penelitian ini menggunakan SEM (Structural Equation Model) dengan menggunakan software AMOS versi 18 untuk pengujian Measurement Model dan Structural Model. Hasil penelitian yang diperoleh menunjukkan bahwa brand attitude memiliki pengaruh positif terhadap brand loyalty. Personality congruence memiliki pengaruh positif terhadap perceived quality. Personality congruence memiliki pengaruh positif terhadap brand prestige. Brand prestige memiliki pengaruh positif terhadap brand loyalty. Brand prestige memiliki pengaruh positif terhadap brand attitude. Brand prestige memiliki pengaruh positif terhadap perceived quality. Perceived quality memiliki pengaruh positif terhadap brand loyalty. Perceived quality memiliki pengaruh positif terhadap brand attitude. Selain itu, personality congruence tidak berpengaruh terhadap brand loyalty. Personality congruence tidak berpengaruh terhadap brand attitude.
Kata Kunci: brand loyalty, brand attitude, brand prestige, perceived quality, personality congruence.
Abstract- This study aimed to examine the effect of Personality Congruence, Perceived Quality, Brand Prestige and Brand Attitude on Brand Loyalty in fashion brand products from ZARA for generations Y in Surabaya. The type of research is basic research. Characteristic respondent is generations Y between ages 17-37 years old, who is ever purchase this products in the past year and lived in Surabaya. Respondents in this study amounted to 250 people. The analysis in this study used to a model of SEM (Structural Equation Model) and processed using software AMOS 18 for testing Measurement Model and Structural Model. These results indicate that brand attitude has positive effect on brand loyalty. Personality Congruence has positive effect on perceived quality. Personality congruence has positive effect on brand prestige. Brand prestige has positive effect on brand loyalty. Brand prestige has positive effect on brand attitude. Brand prestige has positive effect on perceived quality. Perceived quality has positive effect on brand loyalty. Perceived quality has positive effect on brand attitude. Moreover, personality congruence have no effect on brand loyalty. Personality Congruence have no effect on brand attitude.
Keywords: Brand Loyalty, Brand Attitude, Brand Prestige, Perceived Quality, Personality Congruence
Downloads
References
Fang Liu, Jianyao Li, Dick Mizerski dan Huangting Soh, Self Congruity, Brand Attitude, and Brand Loyalty: a Study on Luxury Brands, European Journal of Marketing, Vol 46 No. 7, 2012, pp 922-937
A Azoulay and J-N Kapferer, Do Brand Personality Scales Really Measure Brand Personality?, Journal of Brand Management, 2004.
Aron O’cass dan Eric Choy, Studying Chinese Generation Y Consumers’ Involvement in Fashion Clothing and Perceived Brand Status, Journal of Product and Brand Management, Vol 17 No. 5, 2008, pp 341-352
Ovidiu I. Moisescu, The Impact of Brand Consumer Personality Congruence on Brand Loyalty, International Journal of Business Research, Vol 9 No. 4, 2009
Kapferer, 2008. Strategic Brands Management: Building, Measuring, and Managing Brand Equity, New Jersey: Prentice Hall Inc.
Kruger, L.M., Kuhn, S.W., Petzer, D.J. dan Mostert, P.G., Investigating Brand Roance, Brand Attitude and Brand Loyalty in the Cellphone Industry, 2013
Steenkamp J-B E.M., Rajeev Batra dan Dana L. Alden, How Perceived Brand Globalness Creates Brand Value, Journal of International Business Studies, Vol 34, 2003, pp 53-65
Kemp E., Fillapalli R. dan Becerra Enrique, Healthcare Branding: Developing Emotionally Based Consumer Brand Relationships, Journal of Service Marketing, Vol 28 No. 2, 2014, pp 126-137
Aaker, J. L., Dimension of Brand Personality, Journal of Marketing Research, Vol 34 No. 3, 1997, pp 347-356
Mahjoub H. dan Naeij A. K., The Impact of Prestige, Consumer Personality and Self Concept on Brand Loyalty, The International Journal of Business and Management, Vol 3 No. 4, 2015, pp 392-398
Meier J., Generation Y in the Workforce Managerial Challenges, The Journal of Human Resource and Adult Learning, Vol 6 No. 1, 2010, pp 68-78
Hartono, Jogiyanto. (2011). Metodologi Penelitian Bisnis: Salah Kaprah dan Pengalaman-pengalaman. BPFE. Yogyakarta
Bianca Grohmann (2009) Gender Dimensions of Brand Personality. Journal of Marketing Research: February 2009, Vol. 46, No. 1, pp. 105-119.
Kriyantono, Rachmat. 2010. Teknik praktis riset komunikasi: disertai contoh praktis riset media, public relation, advertising, komunikasi organisasi, komunikasi pemasaran. Jakarta: Kencana
Aaker, David A. 1997. Manajemen Ekuitas Merek. Jakarta: Mitra Utama Durianto D., Sugiarto, Tony Sitinjak. 2001. Strategi Menaklukkan Pasar. PT. Gramedia Pustaka Utama. Jakarta
Assael, H. 2001. Consumer Behaviour and Marketing Action, 6th ed. Cincinnati, Ohio: South-Western College Publishing
Batra, Rajeev, John G. Myers and David A. Aaker. 1996. Advertising Management, 5th ed. Prentice Hall. Inc, Englewood Cliffs, New Jersey
Schiffman, Leon, G., Leslie Lazar Kanuk. 2000. Consumer Behaviour, 7th ed. Prentice Hall, New Jersey
Mowen, J. C. 1995. Perilaku Konsumen dan Komunikasi Pemasaran. Jakarta: Karangan Sutisna
Baek, T.H., Kim, J. and Yu, J.H. The Differential Roles of Brand Credibility and Brand Prestige in Consumer Brand Choice, Psychology and Marketing. Vol 27 No. 7. 2010, pp 662-678
Kotler dan Amstrong. 2006. Principles of Marketing, 11th Ed. Pearson Prentice Hall, New Jersey
Prasetijo dan Ihalauw. 2005. Perilaku Konsumen. Andioffset. Yogyakarta
Keller, K.L. Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, Vol. 57 No. 1, 1993, pp 1-22
Marc Gobe. 2005. Emootional Branding: Paradigma Baru untuk Menggabungkan Merek dengan Pelanggan. Erlangga. Jakarta
Wijanto, Setyo H. 2008. Structural Equation Modeling. Graha Ilmu. Yogyakarta
Roscoe. 1975. Dikutip dari Uma Sekaran, 2006. Metode Penelitian Bisnis,. Salemba Empat. Jakarta
Sekaran, Uma. 2000. Research Methods for Business: A Skill Building Approach. Singapore: John Wiley & Sons, Inc.
Lyons, S. (2004). An Exploration of Generational Values in Life and at Work. ProQuest Dissertations and Theses, 441-441.
Ferdinand. 2002. Metode Penelitian Manahemen: Pedoman Penelitian untuk Skripsi, Tesis, dan Desertasi Ilmu Manajemen. Badan Penerbit Universitas Diponegoro. Semarang
Arbuckle, James L. 1997. Amos 7.0 User’s Guide. Chicago, IL: SPSS Inc
Browne, M.W. dan Cudeck, R. (1993). Testing Structural Equation Models. Newbury Park, CA: Sage
Cathy Bakewell dan Vincent Wayne Mitchell. Generation Y Female Consumer Decision Making Style, International Journal of Retail & Distribution Management. Vol. 31, No. 2, 2003
http://www.yuswohady.com. Diakses pada 13 Maret 2017
http://www.femaleradio.co.id. Diakses pada 13 Maret 2017
http://www.sinarharapan.com. Diakses pada 16 Maret 2017
http://cdn.datawrapper.boomee.co.s3.amazonaws.com. Diakses pada 16 Maret 2017
http://bf71qf.wordpress.com. Diakses pada 16 Maret 2017
https://bf71qf.wordpress.com/marketing-analysis/. Diakses pada 17 Maret 2017
http://wartaekonomi.co.id/read/2016/09/21/114117/laba-perusahaan-merek-zaramelonjak-di-semester-i2016.html. Diakses pada 17 Maret 2017
http://bisnis.liputan6.com/read/2319664/rupiah-lesu-untungkan-produsen-pakaianzara. Diakses pada 17 Maret 2017
https://nabilamohede.wordpress.com/2016/12/14/penjualan-gaun-bludrumenempatkan-pemilik-zara-kuat-dalam-fashion/. Diakses pada 17 Maret 2017
https://www.cermati.com/artikel/kenali-perbedaan-generasi-x-y-dan-z-dalamberbelanja. Diakses pada 18 Juni 2018
http://www.martinroll.com. Diakses pada 18 Juni 2018
http://www.republika.co.id. Diakses pada 16 Maret 2017
http://bisnis.liputan6.com. Diakses pada 16 Maret 2017
http://wartaekonomi.co.id. Diakses pada 16 Maret 2017
http://tabloidbintang.com. Diakses pada 30 Juli 2018
http://vivanews.com. Diakses pada 30 Juli 2018
- Articles published in CALYPTRA are licensed under a Creative Commons Attribution-ShareAlike 4.0 International license. You are free to copy, transform, or redistribute articles for any lawful purpose in any medium, provided you give appropriate credit to the original author(s) and the journal, link to the license, indicate if changes were made, and redistribute any derivative work under the same license.
- Copyright on articles is retained by the respective author(s), without restrictions. A non-exclusive license is granted to CALYPTRA to publish the article and identify itself as its original publisher, along with the commercial right to include the article in a hardcopy issue for sale to libraries and individuals.
- By publishing in CALYPTRA, authors grant any third party the right to use their article to the extent provided by the Creative Commons Attribution-ShareAlike 4.0 International license.
