PENGARUH RISK AVERSION, BRAND TRUST, DAN BRAND AFFECT TERHADAP BRAND LOYALTY GADGET MEREK APPLE DI SURABAYA
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Abstract
Di lingkungan pasar saat ini, dimana persaingan dalam dunia usaha semakin ketat, perusahaan dituntut untuk bisa mempertahankan konsumennya. Salah satu caranya adalah dengan membentuk brand loyalty pada benak konsumen melalui sikap dasar terhadap menghindari risiko (risk aversion). Sikap dasar konsumen untuk menghindari risiko pemilihan suatu produk bergantung pada kategori produk yang dibelinya. Kepercayaan merupakan faktor kunci bagi perusahaan agar dapat memperoleh kepercayaan dari konsumen melalui produk atau merek yang dihasilkan. Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh risk aversion, brand trust, dan brand affect terhadap brand loyalty gadget merek Apple di Surabaya. Penelitian ini dilakukan melalui pengambilan sampel dengan metode non probability sampling, dengan teknik convenience sampling, dan menggunakan skala pengukuran yaitu likert rating scale. Teknik estimasi dalam penelitian ini menggunakan Maximum Likelihood yang merupakan teknik paling populer digunakan pada penelitian SEM. Pengolahan data dalam penelitian ini menggunakan metode Stuctural Equation Modeling (SEM) dengan bantuan software AMOS 16.0. Hasil dari penelitian ini menunjukkan risk aversion memiliki pengaruh positif dan signifikan terhadap brand trust dan brand affect gadget merek Apple di Surabaya. Sedangkan, brand affect tidak berpengaruh signifikan terhadap brand loyalty gadget merek Apple di Surabaya. Variabel risk aversion akan membentuk brand loyalty (purchase loyalty dan attitudinal loyalty) apabila telah terbentuk kepercayaan (brand trust) terhadap konsumen gadget merek Apple di Surabaya.
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