FAKTOR - FAKTOR YANG MEMPENGARUHI BRAND LOYALTY
Keywords:
Brand Loyalty, Brand Awareness, Brand Image, Brand Experience, Brand Satisfaction
Abstract
This study aims to analyze the influence of brand awareness, brand image, and brand satisfaction on brand loyalty. Data
collection is done by survey method with questionnaires. The survey was conducted on 100 matic motorcycle users in
Medan City. Primary data is obtained through the dissemination of questionnaires. Hypothesis testing in this study used
Moderate Regression Analysis. The results showed that brand satisfaction affects brand loyalty. While the variable brand
experience, brand image and brand awareness have no significant effect on brand loyalty.
References
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Aaker, D. (2015). Aaker on branding: 20 Prinsip esensial mengelola dan mengembangkan brand. Jakarta: PT. Gramedia
Pustaka Utama.
Aaker, J. (1991). The negative attraction effect? A study of the attraction effect under judgment and choice. ACR North
American Advances.
Amalina, A. (2016). Pengaruh Social Media Marketing Terhadap Brand Loyalty Dengan Brand Image Sebagai Variabel
Intervening (Studi pada Follower Twitter Mizone @MizoneID). 4, 1–12.
Ambler, T., Bhattacharya, C. B., Edell, J., Keller, K. L., Lemon, K. N., & Mittal, V. (2002). Relating brandand customer
perspectives on marketing management. Journal of Service Research, 5(1), 13-25.
Bambang, Lubis, A. R., & Darsono, N. (2017). Brand Image, Brand Personality, Brand Experience terhadap Brand Love
dampaknya pada Brand Loyalty Gayo Aceh Coffe. Perspektif Manajemen Dan Perbankan, 8(3), 158-184.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect
loyalty?. Journal of marketing, 73(3), 52-68.
Brakus, J.J., Schmitt, B.H. And Zarantonello, L. (2009), “Brand Experience: What Is It? How Is It Measured? Does It Affect
Loyalty?”, Journal Of Marketing, Vol. 73, No. 3, Pp. 52-68.
Campbell, K. (1993) Researching brands. In D. A. Aaker and A. L. Biel (Ed.), Brand Equity and Advertising. Lawrence
Erlbaum Associates, New Jersey, pp. 56-62.
Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the academy of
marketing science, 22(2), 99-113.
Grisaffe, D. B., & Nguyen, H. P. (2011). Antecedents of emotional attachment to brands. Journal of Business Research,
64(10), 1052–1059.
He, H., Li, Y., & Harris, L. (2012). Social identity perspective on brand loyalty. Journal of Business Research, 65(5), 648–
657.
Keller KL. (1998). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. New Jersey: Prentice
Hall.
Khasanah, S.H., Ariani, N., Argo, J. G. (2021). Analisis Citra Merek, Kepercayaan Merek dan Kepuasan Merek terhadap
Loyalitas Merek. Korelasi : Konferensi Riset Nasional Ekonomi, Manajemen, dan Akuntansi. Vol 2, 394-411.
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Kotler, P., and Keller, K.L. (2016).Marketing management, 15th Edition. New Jersey: Pearson Pretice Hall, Inc.
Kuenzel, S., & Vaux Halliday, S. (2008). Investigating antecedents and consequences of brand identification. Journal of
Product & Brand Management, 17(5), 293–304.
Kusuma, Y. S. (2014). Pengaruh brand experience terhadap brand loyalty melalui brand satisfaction dan brand trust Harley
Davidson di Surabaya. Jurnal Strategi Pemasaran, 2(1), 1-11.
Laksono, A. W. (2020). Pengaruh Citra Merek, Kepercayaan Merek dan Kualitas Produk terhadap Loyalitas Merek pada
Pelanggan Geprek Bensu di Kota Malang. Skripsi. Universitas Brawijaya, Malang.
Mao J. (2010). Customer brand loyalty. International journal of business and management. 5(7):213-217.
Mathew, V., Ali, R.T.M., and Thomas, S. (2014). Loyalty intentions does the effect of commitment, credibility and awareness
vary across consumers with low and high involvement?. Journal of Indian Business Research, 6(3), 2014 pp. 213-230.
Nurfadila, Sutomo, M., dan Asriadi. (2015). Pengaruh Citra Merek dan Kepercayaan Merek terhadap Kepuasan Pelanggan
serta Dampaknya terhadap Loyalitas Merek Sepeda Motor Merek Honda. Vol. 1 no. 3. September 2015. 319-322.
Oliver RL. (1997). Satisfaction: A behavioral perspective on the consumer. New York, NY: Irwin McGraw-Hill.
Panjaitan, A. O. Y., Rofiaty, R., & Sudjatno, S. (2016). Pengaruh Pengalaman Merek Terhadap Loyalitas Merek Melalui
Mediasi Kepuasan Merek Dan Kepercayaan Merek (Studi Pada Kuliner Khas Kota Malang). Jurnal Bisnis dan Manajemen,
3(2).
Ratri, Lutiary Eka. 2007. Hubungan Antara Citra Merek Operator Seluler dengan Loyalitas Merek pada Mahasiswa
Pengguna Telepon Seluler di Fakultas Ekonomi Reguler Universitas Semarang : Universitas Diponegoro.
Rido, E., & Wibowo, S. (2016). Pengaruh Experiental Marketing, Emotional Branding dan Citra Merek terhadap Loyalitas
Merek (Survei Konsumen Operator Simpati di Yogyakarta), 7(2), 158-169.
Sahin, A., Zehir, C., & Kitapçı, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty;
an empirical research on global brands. Procedia-Social and Behavioral Sciences, 24, 1288-1301.
Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: PT Alfabet.
Variano, V. (2017). Pengaruh Citra Merek, Harga, dan Kualitas Layanan terhadap Loyalitas Merek Konsumen Kereta Api.
Vol 5 No 3.
Wardani, D., & Gustia, R. R. (2016). Analysis of Brand Experience, Brand Satisfaction and Brand Trust Relationship to Brand
Attachment. Jurnal Ilmu Manajemen & Ekonomika, 9(1), 59–72.
Wijayanto, I. dan Iriani, S.S. (2015). Pengaruh Citra Merek terhadap Loyalitas Konsumen. Jurnal Ilmu Manajemen. Vol 1 No
3. Mei 2013. 910-918.
Utomo, I. W. (2017). Pengaruh Brand Image, Brand Awareness, dan Brand Trust Terhadap Brand Loyalty Pelanggan Online
Shopping (Studi Kasus Karyawan Di BSI Pemuda). Jurnal Komunikasi, 8(1).
Pramono, R. A. (2014). Pengaruh Brand Awareness, Perceived Quality Dan Brand Image Terhadap Brand Satisfaction Dan
Brand Loyalty Pada Jasa Biro Perjalanan Antar Kota Di Kota Malang. Jurnal Aplikasi Manajemen, 11(3), 354-364.
Putri, M. W. P., & Wardiningsih, S. S. (2016). Analisis Pengaruh Citra Merek, Kesadaran Merek, Persepsi Kualitas, dan
Loyalitas Merek terhadap Keputusan Pembelian Sepatu Adidas (Survei pada Mahasiswa Universitas Slamet Riyadi
Surakarta). Jurnal Ekonomi dan Kewirausahaan, 16(2).
Aaker, D. (2015). Aaker on branding: 20 Prinsip esensial mengelola dan mengembangkan brand. Jakarta: PT. Gramedia
Pustaka Utama.
Aaker, J. (1991). The negative attraction effect? A study of the attraction effect under judgment and choice. ACR North
American Advances.
Amalina, A. (2016). Pengaruh Social Media Marketing Terhadap Brand Loyalty Dengan Brand Image Sebagai Variabel
Intervening (Studi pada Follower Twitter Mizone @MizoneID). 4, 1–12.
Ambler, T., Bhattacharya, C. B., Edell, J., Keller, K. L., Lemon, K. N., & Mittal, V. (2002). Relating brandand customer
perspectives on marketing management. Journal of Service Research, 5(1), 13-25.
Bambang, Lubis, A. R., & Darsono, N. (2017). Brand Image, Brand Personality, Brand Experience terhadap Brand Love
dampaknya pada Brand Loyalty Gayo Aceh Coffe. Perspektif Manajemen Dan Perbankan, 8(3), 158-184.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect
loyalty?. Journal of marketing, 73(3), 52-68.
Brakus, J.J., Schmitt, B.H. And Zarantonello, L. (2009), “Brand Experience: What Is It? How Is It Measured? Does It Affect
Loyalty?”, Journal Of Marketing, Vol. 73, No. 3, Pp. 52-68.
Campbell, K. (1993) Researching brands. In D. A. Aaker and A. L. Biel (Ed.), Brand Equity and Advertising. Lawrence
Erlbaum Associates, New Jersey, pp. 56-62.
Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the academy of
marketing science, 22(2), 99-113.
Grisaffe, D. B., & Nguyen, H. P. (2011). Antecedents of emotional attachment to brands. Journal of Business Research,
64(10), 1052–1059.
He, H., Li, Y., & Harris, L. (2012). Social identity perspective on brand loyalty. Journal of Business Research, 65(5), 648–
657.
Keller KL. (1998). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. New Jersey: Prentice
Hall.
Khasanah, S.H., Ariani, N., Argo, J. G. (2021). Analisis Citra Merek, Kepercayaan Merek dan Kepuasan Merek terhadap
Loyalitas Merek. Korelasi : Konferensi Riset Nasional Ekonomi, Manajemen, dan Akuntansi. Vol 2, 394-411.
Kotler, dan Armstrong. (1996). Principles of Marketing. Seventh ed., Prentice Hall, New Jersey.
Kotler, P., and Keller, K.L. (2016).Marketing management, 15th Edition. New Jersey: Pearson Pretice Hall, Inc.
Kuenzel, S., & Vaux Halliday, S. (2008). Investigating antecedents and consequences of brand identification. Journal of
Product & Brand Management, 17(5), 293–304.
Kusuma, Y. S. (2014). Pengaruh brand experience terhadap brand loyalty melalui brand satisfaction dan brand trust Harley
Davidson di Surabaya. Jurnal Strategi Pemasaran, 2(1), 1-11.
Laksono, A. W. (2020). Pengaruh Citra Merek, Kepercayaan Merek dan Kualitas Produk terhadap Loyalitas Merek pada
Pelanggan Geprek Bensu di Kota Malang. Skripsi. Universitas Brawijaya, Malang.
Mao J. (2010). Customer brand loyalty. International journal of business and management. 5(7):213-217.
Mathew, V., Ali, R.T.M., and Thomas, S. (2014). Loyalty intentions does the effect of commitment, credibility and awareness
vary across consumers with low and high involvement?. Journal of Indian Business Research, 6(3), 2014 pp. 213-230.
Nurfadila, Sutomo, M., dan Asriadi. (2015). Pengaruh Citra Merek dan Kepercayaan Merek terhadap Kepuasan Pelanggan
serta Dampaknya terhadap Loyalitas Merek Sepeda Motor Merek Honda. Vol. 1 no. 3. September 2015. 319-322.
Oliver RL. (1997). Satisfaction: A behavioral perspective on the consumer. New York, NY: Irwin McGraw-Hill.
Panjaitan, A. O. Y., Rofiaty, R., & Sudjatno, S. (2016). Pengaruh Pengalaman Merek Terhadap Loyalitas Merek Melalui
Mediasi Kepuasan Merek Dan Kepercayaan Merek (Studi Pada Kuliner Khas Kota Malang). Jurnal Bisnis dan Manajemen,
3(2).
Ratri, Lutiary Eka. 2007. Hubungan Antara Citra Merek Operator Seluler dengan Loyalitas Merek pada Mahasiswa
Pengguna Telepon Seluler di Fakultas Ekonomi Reguler Universitas Semarang : Universitas Diponegoro.
Rido, E., & Wibowo, S. (2016). Pengaruh Experiental Marketing, Emotional Branding dan Citra Merek terhadap Loyalitas
Merek (Survei Konsumen Operator Simpati di Yogyakarta), 7(2), 158-169.
Sahin, A., Zehir, C., & Kitapçı, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty;
an empirical research on global brands. Procedia-Social and Behavioral Sciences, 24, 1288-1301.
Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: PT Alfabet.
Variano, V. (2017). Pengaruh Citra Merek, Harga, dan Kualitas Layanan terhadap Loyalitas Merek Konsumen Kereta Api.
Vol 5 No 3.
Wardani, D., & Gustia, R. R. (2016). Analysis of Brand Experience, Brand Satisfaction and Brand Trust Relationship to Brand
Attachment. Jurnal Ilmu Manajemen & Ekonomika, 9(1), 59–72.
Wijayanto, I. dan Iriani, S.S. (2015). Pengaruh Citra Merek terhadap Loyalitas Konsumen. Jurnal Ilmu Manajemen. Vol 1 No
3. Mei 2013. 910-918.
Utomo, I. W. (2017). Pengaruh Brand Image, Brand Awareness, dan Brand Trust Terhadap Brand Loyalty Pelanggan Online
Shopping (Studi Kasus Karyawan Di BSI Pemuda). Jurnal Komunikasi, 8(1).
Pramono, R. A. (2014). Pengaruh Brand Awareness, Perceived Quality Dan Brand Image Terhadap Brand Satisfaction Dan
Brand Loyalty Pada Jasa Biro Perjalanan Antar Kota Di Kota Malang. Jurnal Aplikasi Manajemen, 11(3), 354-364.
Putri, M. W. P., & Wardiningsih, S. S. (2016). Analisis Pengaruh Citra Merek, Kesadaran Merek, Persepsi Kualitas, dan
Loyalitas Merek terhadap Keputusan Pembelian Sepatu Adidas (Survei pada Mahasiswa Universitas Slamet Riyadi
Surakarta). Jurnal Ekonomi dan Kewirausahaan, 16(2).