SERVICE QUALITY, BRAND TRUST, AND BRAND LOYALTY
DOI:
https://doi.org/10.22437/jmk.v10i02.13027Keywords:
kesetiaan merek, kepercayaan merek, memposisikan pasar target, kualitas pelayananAbstract
This study plans to investigate and analyze the influence of service quality on brand trust and brand trust on brand loyalty by utilizing the Precious One users as the object and population. Based on this goal, this study is designed quantitatively; thus, we grab the samples by simple random sampling. According to the Isaac and Michael formula, the total pieces should be 344. However, 251 users respond to filling the questionnaire; hence, the participating rate is 75.45%. Moreover, we use confirmatory factor analysis to validate the responses, the Cronbach Alpha analysis to test response reliability, and the structural equation model based on covariance to examine the related hypotheses. Overall, we find that service quality positively affects brand trust. Also, this positive sign is available in the causal relationship between brand trust and brand loyalty. Hence, the service quality is vital for Precious One to commit to building brand trust, creating brand loyalty.
Downloads
References
Aaker, D. A. (2010). Managing Brand Equity: Capitalizing on the Value of a Brand Name. Jakarta: Spektrum Mitra Utama.
Ahmed, Z., Rizwan, M., Ahmad, M., & Haq, M. (2014). Effect of brand trust and customer satisfaction on brand loyalty in Bahawalpur. Journal of Sociological Research, 5(1), 306-326. doi:10.5296/jsr.v5i1.6568
Alhaddad, A. (2015). Perceived quality, brand image, and brand trust as determinants of brand loyalty. Journal of Research in Business and Management, 3(4), 1-8. Retrieved from https://www.questjournals.org/jrbm/papers/vol3-issue4/A340108.pdf
Al-Rommy, F., & Murtiningsih, D. (2020). Brand trust sebagai variabel mediasi pengaruh customer relationship management dan service quality terhadap loyalitas mahasiswa. Jurnal Ekonomika dan Manajemen, 9(1), 10-24. Retrieved from https://journal.budiluhur.ac.id/index.php/ema/article/view/1110/812
Atulkar, S. (2020). Brand trust and brand loyalty in-mall shoppers. Marketing Intelligence & Planning, 38(5), 559-572. doi:10.1108/MIP-02-2019-0095
Başer, İ. U., Cintamür, İ. G., & Arslan, F. G. (2015). Examining the effect of brand experience on customer satisfaction, brand trust, and brand loyalty. Economics and Administrative Sciences, 37(2), 101-128. doi:10.14780/iibd.51125
Bennur, S., & Jin, B. (2016). The mediating role of brand trust and affect in clothing brand loyalty formation: a cross-cultural examination of U.S. and India. The Journal of The Textile Institute, 108(1), 1-12. doi:10.1080/00405000.2015.1133105
Cuong, D. T. (2020). The influence of brand satisfaction, brand trust, brand preference on brand loyalty to laptop brands. Systematic Reviews in Pharmacy, 11(11), 95-101. doi:10.31838/srp.2020.11.15
Esmaeilpour, M., Sayadi, A., & Mirzaei, M. (2017). Investigating the impact of service quality dimensions on reputation and brand trust. International Journal of Business and Economic Sciences Applied Research, 10(3), 7-17. doi:10.25103/ijbesar.103.01
Etemadifard, M., Kafashpoor, A., & Zendehdel, A. (2016). The effect of brand communication and service quality in the creation of brand loyalty through brand trust (Case study: Samsung's representative company in Mashhad city). International Journal of Advanced Studies in Humanities and Social Science, 5(4), 336-346. Retrieved from http://www.ijashss.com/article_83837.html
Ghozali, I. (2014). Structural Equation Model: Concepts and Their Application by AMOS 22.0. Semarang: Badan Penerbit Universitas Diponegoro.
Ghozali, I. (2016). Application of Multivariate Analysis by IBM SPSS 23 (8 ed.). Semarang: Badan Penerbit Universitas Diponegoro.
Giddens, N., & Hofmann, A. (2010, August). Brand loyalty. Retrieved April 27, 2021, from https://www.extension.iastate.edu/agdm/wholefarm/pdf/c5-54.pdf
Kabadayi, E. T., & Alan, A. K. (2012). Brand trust and brand affect: Their strategic importance on brand loyalty. Journal of Global Strategic Management, 6(1), 80-88. doi:10.20460/JGSM.2012615788
Karam, A. A., & Saydam, S. (2015). An analysis study of improving brand awareness and its impact on consumer behavior via media in North Cyprus (A case study of fast-food restaurants). International Journal of Business and Social Science, 6(1), 66-80. Retrieved from http://ijbssnet.com/journals/Vol_6_No_1_Januaryr_2015/8.pdf
Laroche, M., Habibi, M. R., Richard, M. O., & Sankaranarayanan, R. (2012). The effects of social media-based brand communities on brand community markers, value creation practices, brand trust, and brand loyalty. Computers in Human Behavior, 28, 1755-1767. doi:10.1016/j.chb.2012.04.016
Latan, H. (2013). Structural Equation Model: Theory and Implementation of AMOS 21.0. Bandung: Alfabeta.
Liao, S. H., Chung, Y. C., Hung, Y. R., & Widowati, R. (2010). The impacts of brand trust, customer satisfaction, and brand loyalty on word-of-mouth. IEEE International Conference on Industrial Engineering and Engineering Management, (pp. 1319-1323). Macao. doi:10.1109/IEEM.2010.5674402
Prameka, A., Do, B. R., & Rofiq, A. (2016). How brand trust is influenced by perceived value and service quality: Mediated by hotel customer satisfaction. Asia-Pacific Management and Business Application, 5(2), 73-88. doi:10.21776/ub.apmba.2016.005.02.2
Puspaningrum, A. (2020). Social media marketing and brand loyalty: The role of brand trust. Journal of Asian Finance, Economics and Business, 7(12), 951-958. doi:10.13106/jafeb.2020.vol7.no12.951
Setiadi, N. J. (2019). Perilaku Konsumen (3 ed.). Jakarta: Prenadamedia Group.
Setiawati, I. (2016, February 3). Precious One: Connecting two worlds through handicrafts. Retrieved from https://www.thejakartapost.com/news/2016/02/03/precious-one-connecting-two-worlds-through-handicrafts.html
Shin, S. K. S., Amenuvor, F. E., Basilisco, R., & Owusu-Antwi, K. (2019). Brand trust and brand loyalty: A moderation and mediation perspective. Current Journal of Applied Science and Technology, 38(4), 1-17. doi:10.9734/CJAST/2019/v38i430376
Sugiyono. (2012). Metode Penelitian Kuantitatif, Kualitatif, dan Kombinasi (Mixed method). Bandung: Alfabeta.
Sulistiyo, T. D. (2015). The influence of brand image, service quality, and perceived value. Jurnal Ilmiah Pariwisata, 20(3), 205-220. Retrieved from http://jurnalpariwisata.stptrisakti.ac.id/index.php/JIP/article/view/37
Tjiptono, F. (2011). Management and Brand Strategy. Yogyakarta: Penerbit ANDI.
Tjiptono, F. (2019). Service Marketing: Principles, Application, and Research. Yogyakarta: Penerbit ANDI.
Ukaj, F., & Mullatahir, V. (2019). The relationships among service quality and e-marketing with trust and loyalty to brands of mobile telephone operators in Kosovo. Journal of Distribution Science, 17(10), 27-39. doi:10.15722/jds.17.10.201910.27
Wijaya, A. F. B., Surachman, S., Mugiono, M. (2020). The effect of service quality, perceived value, and mediating effect of brand image on brand trust. Jurnal Manajemen & Kewirausahaan, 22(1), 45-56. doi:10.9744/jmk.22.1.45-56
Wijayanti, C. A. (2020). The influence of service quality and satisfaction on brand loyalty of restaurant of Pizza E-Birra. Klabat Journal of Management, 1(1), 11-42. doi:10.31154/kjm.v1i1.447.11-42
Zehir, C., Kitapçı, H., & Öz, M. (2011). The effects of brand communication and service quality in building brand loyalty through brand trust. Procedia Social and Behavioral Sciences, 24, 1218-1231. doi:10.1016/j.sbspro.2011.09.142
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2021 Bram Hadianto, Ana Mariana, Catherine Suyanto
This work is licensed under a Creative Commons Attribution 4.0 International License.
