Enhancing consumer loyalty through brand preference and brand conviction

Rizky Khotijatul Mahgfiroh, Herning Indriastuti

Abstract


This study points to analyze and explain the Effect of Brand Preference and Brand Conviction on Consumer Loyalty of Excelso Multirasa Franchise in Samarinda City. The population in this study is the people of the city of Samarinda who are consumers of Cafe Excelso. The sampling technique in this study used a probability sampling technique with a simple random sampling methodwith a sample of 120 respondents. Data collection techniques used open and closed questionnaires. The analysis was carried out usingSPSS version 23. This research is quantitative. The results of this study indicate that: (1)Brand Preference positive and significant effect on Consumer Loyalty, (2) Brand Conviction positive and significant effect on Consumer Loyalty.

 


Keywords


Brand preference; brand conviction; consumer loyalty

Full Text:

PDF

References


Abelson, R. P. (1988). Conviction. American Psychologist, 43, 267-275. Alrubaiee, Laith, and Nahla Al-Nazer. 2010. “Investigate the Impact of Relationship Marketing Orientation on Customer Loyalty: The Customer‟s Perspective.†International Journal of Marketing Studies 2(1).

Amoako, George Kofi, Peter Anabila, Ebenezer Asare Effah, and Desmond Kwadjo Kumi. 2017. “Mediation Role of Brand Preference on Bank Advertising and Customer Loyalty: A Developing Country Perspective.†International Journal of Bank Marketing 35(6): 983–96.

Arief, Muhammad, Athfal Dafiq, and Ibn Widiyanto. 2016. “Study on Brand Preference to Increase Loyalty Interest in Air Fresheners.†Diponegoro journal of management 5:1–11.

Cheng, Fei Fei, Chin Shan Wu, and Yi Chieh Chen. 2020. “Creating Customer Loyalty in Online Brand Communities.†Computers in Human Behavior 107(181): 105752.

Chomvilailuk, Rojanasak, and Ken Butcher. 2010. “Enhancing Brand Preference through Corporate Social Responsibility Initiatives in the Thai Banking Sector.†Asia Pacific Journal of Marketing and Logistics 22(3): 397–418.

Ebrahim, Reham, Ahmad Ghoneim, Zahir Irani, and Ying Fan. 2016. “A Brand Preference and Repurchase Intention Model: The Role of Consumer Experience.†Journal of Marketing Management 32(13–14): 1230–59.

Ernawati, Novi, and Dorojatun Prihandono. 2017. “The Influence of Customer Experience and Brand Image on Satisfaction and Its Impact on Loyalty.†Management Analysis Journal 6(1): 221–41.

Ferdinand, A. (2014). 2014. “Metode Penelitian Manajemen Pedoman Penelitian Untuk Penulisan Skripsi Tesis Dan Disertasi Ilmu Manajemen (5 Th Ed). Badan Penerbit Universitas Diponegoro.â€

Himmah, Shofi 'Aliyatul. 2020. “influence of service recovery on consumer loyalty through consumer satisfaction as intervening variable (Study on Customers of Bank BRI Malang Branch).†Journal of Management Science (JIMMU) 4(2): 210.

Kairupan, Mega C et al. 2013. “Attitude, Belief, Advertising Effectiveness, Purchase Decision.†Journal of EMBA 1(3): 1100–1110.

Kotler, Philip, and Kevin Lane Keller. 2016. “Marketing Management.†In Marketing Management, , 1–833.

Ksatriyani, Sita. 2019. “The Influence of Service Quality, Brand Image, and Price on Customer Satisfaction and Customer Loyalty.†Journal of Management Science and Research 8:1–18.

Retnawati, Berta Bekti, Elia Ardyan, and Naili Farida. 2018. “The Important Role of Consumer Conviction Value in Improving Intention to Buy Private Label Products in Indonesia.†Asia Pacific Management Review 23(3): 193–200.

Sondakh, Conny. 2015. “Service Quality, Brand Image And Its Influence On Customer Satisfaction And Loyalty Of Savings Customers (Study on Taplus BNI Manado Branch Customers).†Journal of Business Research and Management 3(1): 19–32.

Sugiyono. 2015. “metlit sugiyono.Pdf.â€

Warrauw, Wike Laurenzia. 2020. “influence of brand preferences on customer loyalty through consumer satisfaction chatime in.†journal of Management Science and Accounting 8(2): 74–80.

Wolter, Jeremy S., Dora Bock, Jeffery S. Smith, and J. Joseph Cronin. 2017. “Creating Ultimate Customer Loyalty Through Loyalty Conviction and Customer-Company Identification.†Journal of Retailing 93(4): 458–76.




DOI: https://doi.org/10.30872/jinv.v18i0.11247

Refbacks

  • There are currently no refbacks.


Copyright (c) 2022 Rizky Khotijatul Mahgfiroh, Herning Indriastuti

Crossref logo 

Editorial Address

INOVASI: Jurnal ekonomi, keuangan dan manajemen
Faculty of Economics and Business, Mulawarman University
Jl. Tanah Grogot No.1 Samarinda Kalimantan Timur 75119
Email: jakt.feb.unmul@gmail.com

StatCounter: INOVASI: Jurnal ekonomi, keuangan dan manajemen