Email this article Model hubungan ekuitas merek, perceived quality dan loyalitas konsumen
Abstract
Studi ini menyelidiki pengaruh ekuitas merek dan kualitas yang dirasakan pada loyalitas pelanggan produk Nexcare Acne Cover. 100 responden dipilih menggunakan purposive sampling untuk mengisi kuesioner dan diminta untuk menilai semua item pada skala lima poin Likert, analisis jalur dirancang untuk menganalisis hubungan yang diusulkan. Hasil penelitian menunjukkan bahwa terdapat efek positif dari ekuitas merek dan persepsi kualitas terhadap loyalitas pelanggan. Upaya perusahaan untuk meningkatkan loyalitas konsumen dapat dilakukan melalui ekuitas merek dan kualitas, dan secara khusus, lebih memperhatikan ekuitas merek, karena faktor ini merupakan dampak dominan terhadap loyalitas
Keywords
Full Text:
PDF (Bahasa Indonesia)References
Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name, New York: Free Press.
Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34, 347–356
Ali, F., & Muqadas, S. (2015). The Impact of Brand Equity on Brand Loyalty: The Mediating Role of Customer Satisfaction. Pakistan Journal of Commerce and Social Sciences, 9(3), 890.
Bravo Gil, R., Fraj Andrés, E., & Martinez Salinas, E. (2007). Family as a source of consumer-based brand equity. Journal of Product & Brand Management, 16(3), 188-199.
Buil, I., De Chernatony, L., & Martinez, E. (2013). Examining the role of advertising and sales promotions in brand equity creation. Journal of Business Research, 66(1), 115-122.
Huang, Y. C., Hu, Y. J., Liu, F. M., & Su, L. C. (2017, July). The Role of Customer Involvement in Mediating the Relationship Between Brand Equity and Customer Loyalty. In 2017 International Conference on Organizational Innovation (ICOI 2017). Atlantis Press
Keller, K. L., & Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing science, 25(6), 740-759.
Kotler, P., & Keller. (2009). Marketing Management: Analysis, Planning, Implementation, and Control. Prentice Hall International, Inc. A Division of Simon & Scuster, Englewood Cliffs.
Kotler, P., & Keller. (2012). Marketing Management, 14th Global Edition, Prentice Hall International, Inc., USA.
Ling, E. S. (2013). The mediating effects of brand association, brand loyalty, brand image and perceived quality on brand equity. Asian Social Science, 9(3), 125–134.
Lovelock. C, W., dan Jochen. (2011).Service Marketing. Global Edition. Seventh Edition. Pearson.
Lupiyoadi. R..dan Hamdani. A. (2008). Manajemen Pemasaran Jasa. Jakarta: Salemba Empat
Nguyen.N. (2010). Competence and Benevolence of Contact Personnel in the Perceived Corporate Reputation: An Empirical Study in Financial Services. Corporate Reputation Review.Volume 12 Number 4.p 345-356. 2010
Perreault.W. D.. Cannon. J. P..dan Mc Carthy. E. J. (2009)Basic Marketing A Marketing Strategy Planning Approach. International Edition.New York: Mc Graw – Hill
Sasmita, J., & Mohd Suki, N. (2015). Young consumers’ insights on brand equity: Effects of brand association, brand loyalty, brand awareness, and brand image. International Journal of Retail & Distribution Management, 43(3), 276-292.
Schiffman. L. G..dan Kanuk. L. L. (2010). Consumer Behavior. New Jersey: Prentice Hall.
Schultz, D., Block M. and Viswanathan, V. (2014), Brand preference being challenged, Journal of Brand Management, 21(5), 408–428
Suki, N. M., & Sasmita, J. (2015). Why brand equity matters in a globalised malay and Islamic country, Malaysia?. In Islamic perspectives relating to business, arts, culture and communication (pp. 429-437). Springer, Singapore.
Susanty, A., & Kenny, E. (2015). The relationship between brand equity, customer satisfaction, and brand loyalty on coffee shop: Study of Excelso and Starbucks. ASEAN Marketing Journal, 14-27
Torres. Pedro Marcelo.. Augusto. Mário Gomes and Lisboa. João Veríssimo. (2015) Determining the causal relationships that affect consumer-based brand equity: The mediating effect of brand loyalty. Marketing Intelligence & Planning.33(6). 944-956
Veloutsou, C. (2015). Brand evaluation, satisfaction and trust as predictors of brand loyalty: the mediator-moderator effect of brand relationships. Journal of Consumer Marketing, 32(6), 405-421.
Villarejo, A. F., & Sanchez, M. J. (2005). The impact of marketing communication and price promotional brand equity.Journal of Brand Management, 12(6), 431–444.
Voorhees, C. M., White, R. C., McCall, M., & Randhawa, P. (2015). Fool’s gold? Assessing the impact of the value of airline loyalty programs on brand equity perceptions and share of wallet. Cornell Hospitality Quarterly, 56(2), 202-212.
Wang. L..& Finn. A. (2013). Heterogeneous sources of customer-based brand equity within a product category.Marketing Intelligence & Planning.31(6). 674-696
DOI: https://doi.org/10.30872/jfor.v21i1.5221
Refbacks
- There are currently no refbacks.
Copyright (c) 2019 Sri Widyastuti, Bagus Nur Hakim
Editorial Address
FORUM EKONOMI: Jurnal Ekonomi, Manajemen dan Akuntansi
Faculty of Economics and Business, Mulawarman University
Jl. Tanah Grogot No.1 Samarinda Kalimantan Timur 75119
Email: jakt.feb.unmul@gmail.com
StatCounter: FORUM EKONOMI: Jurnal Ekonomi, Manajemen dan Akuntansi