PENGARUH KESADARAN MEREK DAN KUALITAS YANG DIRASAKAN TERHADAP KEPUASAN DAN LOYALITAS MEREK
Abstract
hubungan antara kesadaran merek dan kualitas yang dirasakan terhadap kepuasan merek dan loyalitas merek pada Restoran Solaria. Populasi dalam penelitian ini adalah seluruh pelanggan Restoran Solaria. Penelitian ini melibatkan 250 responden yang dikumpulkan menggunakan penyebaran kuesioner dengan teknik purposive sampling. Syarat purposive sampling adalah pelanggan pernah mengunjungi Restoran Solaria minimal dua kali. Analisis data dilakukan dengan menggunakan Structural Equation Modeling (SEM) dengan bantuan software Smart-PLS. Hasil penelitian ini menunjukkan tidak ada pengaruh antara kesadaran merek terhadap kepuasan merek dan loyalitas merek. Selanjutnya, kualitas yang dirasakan berpengaruh dan memiliki dampak yang signifikan terhadap kepuasan merek dan loyalitas merek. Oleh karena itu, menjaga dan meningkatkan kualitas yang dirasakan adalah penting dalam usaha menciptakan kepuasan merek dan loyalitas merek. Dalam hal ini, peningkatan kepuasan merek juga menjadi penting dalam upaya meningkatkan loyalitas merek. Karena semakin tinggi tingkat kualitas yang dirasakan dan kepuasan merek yang dirasakan oleh konsumen, maka semakin tinggi pula minat konsumen untuk loyal terhadap suatu merek.
Kata kunci: kesadaran merek;kualitas yang dirasakan;kepuasan merek;loyalitas merek
Abstract
This research aims to determine the relationship between brand awareness and perceived quality on brand satisfaction and brand loyalty at Solaria Restaurant. The population in this study were all Solaria Restaurant customers. This research involved 250 respondents who were collected using questionnaires using purposive sampling techniques. The condition for purposive sampling is that customers have visited Solaria Restaurant at least twice. Data analysis was carried out using Structural Equation Modeling (SEM) with the help of Smart-PLS software. The results of this research show that there is no influence between brand awareness on brand satisfaction and brand loyalty. Furthermore, perceived quality is influential and has a significant impact on brand satisfaction and brand loyalty. Therefore, maintaining and improving perceived quality is important in creating brand satisfaction and brand loyalty. In this case, increasing brand satisfaction is also important in efforts to increase brand loyalty. Because the higher the level of perceived quality and brand satisfaction felt by consumers, the higher the consumer's interest in being loyal to a brand.
Keywords: brand awareness;perceived quality;brands satisfaction;brand loyalty
References
Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. simon and schuster. https://books.google.co.id/books?id=FkO5AAAAIAAJ
Aaker, D. A. (1994). Building a Brand:The Saturn Story. https://doi.org/https://doi.org/10.2307/41165748
Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38, 102–120. https://api.semanticscholar.org/CorpusID:153890145
Aaker, D. A., & McLoughlin, D. (2010). Strategic Market Management: Global Perspectives. https://api.semanticscholar.org/CorpusID:167168487
Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of Marketing, 69(3), 19–34. https://doi.org/10.1509/jmkg.69.3.19.66363
Baldinger, A. L., & Rubinson, J. (1996). Brand loyalty: The link between attitude and behavior. Journal of Advertising Research, 36(6), 22–34.
Boonghee, Y., Naveen, D., & Sungho, L. (2000). An Examination of Selected Marketing Mix Elements and Brand Equity. Journal of the Academy of Marketing Science, 28(2), 195–211. https://link.springer.com/content/pdf/10.1177/0092070300282002.pdf
Butar, I. D. B., Pratama, M. H., & Pangaribuan, C. H. (2021). Driving brand loyalty in creative culinary industry. Milestone: Journal of Strategic Management. https://api.semanticscholar.org/CorpusID:233419097
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255
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. https://doi.org/10.31838/srp.2020.11.15
Darsono, L. I., & Junaedi, C. M. (2006). An Examination of Perceived Quality, Satisfaction, and Loyalty Relationship: Applicability of Comparative and Noncomparative Evaluation. Gadjah Mada International Journal of Business, 8(3), 323. https://doi.org/10.22146/gamaijb.5612
Erciş, A., Ünal, S., Candan, F. B., & Yıldırım, H. (2012). The Effect of Brand Satisfaction, Trust and Brand Commitment on Loyalty and Repurchase Intentions. Procedia - Social and Behavioral Sciences, 58, 1395–1404. https://doi.org/10.1016/j.sbspro.2012.09.1124
Fornell, & Lacker. (1981). Discriminant Validity Assessment : Use of Fornell & Larcker criterion versus HTMT Criterion Discriminant Validity Assessment : Use of Fornell & Larcker criterion versus HTMT Criterion. Journal of Physics: Conference Series PAPER, 890(1), 1–6.
Furadantin, N. R. (2018). Analisis Data Menggunakan Aplikasi SmartPLS v.3.2.7 2018. Academia (Accelerating the World’s Research), 2. https://scholar.google.com/scholar?q=related:2uQwPffimx4J:scholar.google.com/&scioq=analisis+data+menggunakan+smartPLS&hl=id&as_sdt=0,5
Grisaffe, D., & Nguyen, H. (2011). Antecedents of emotional attachment to brands. Journal of Business Research, 64, 1052–1059. https://doi.org/10.1016/j.jbusres.2010.11.002
Han, H., Nguyen, H. N., Song, H., Chua, B. L., Lee, S., & Kim, W. (2018). Drivers of brand loyalty in the chain coffee shop industry. International Journal of Hospitality Management, 72(December 2017), 86–97. https://doi.org/10.1016/j.ijhm.2017.12.011
Haumann, T., Quaiser, B., Wieseke, J., & Rese, M. (2014). Footprints in the sands of time: A comparative analysis of the effectiveness of customer satisfaction and customer-company identification over time. Journal of Marketing, 78(6), 78–102. https://doi.org/10.1509/jm.13.0509
Karunia. (2023). Brand awareness dan brand experience terhadap brand satisfaction, brand trust dan brand loyalty. FORUM EKONOMI: Jurnal Ekonomi, Manajemen Dan Akuntansi, 23(3), 606–624. https://journal.feb.unmul.ac.id/index.php/FORUMEKONOMI/article/view/13112
Konuk, F. A. (2018). The role of store image, perceived quality, trust and perceived value in predicting consumers’ purchase intentions towards organic private label food. Journal of Retailing and Consumer Services, 43(March), 304–310. https://doi.org/10.1016/j.jretconser.2018.04.011
Kuikka, A., & Laukkanen, T. (2012). Brand loyalty and the role of hedonic value. Journal of Product and Brand Management, 21(7), 529–537. https://doi.org/10.1108/10610421211276277
L. Oliver, R. (1999). Whence Consumer Loyalty. Journal of Marketing, Volume 63, 33–44. https://doi.org/https://doi.org/10.1177/00222429990634s105
Latan, H., & Ghozali, I. (2015). Partial Least Squares: Concepts, Techniques and Applications using SmartPLS 3.
Mensah, J., Oppong, P. K., & Addae, M. (2022). Effect of Packaging on Perceived Quality and Brand Loyalty: The Mediating Role of Brand Association in Over-the-Counter Market. Open Journal of Business and Management, 10(01), 297–313. https://doi.org/10.4236/ojbm.2022.101018
Moisescu, O. I. (2009). The Importance of Brand Awareness in Consumers’ Buying Decision and Perceived Risk Assessment. Management & Marketing, 7(1), 103–110.
Nuzula Agustin, I., Purwianti, L., Ana, A., Danielson, D., Hernando, H., Marcella, K., & Rusiana, N. (2023). Pengaruh Perceived Quality, Brand Satisfaction, Brand Awareness, Brand Love dan Brand Trust terhadap Brand Loyalty. Jurnal Minfo Polgan, 12(1), 662–678. https://doi.org/10.33395/jmp.v12i1.12487
Olsen, S. O. (2002). Comparative evaluation and the relationship between quality, satisfaction, and repurchase loyalty. Journal of the Academy of Marketing Science, 30(3), 240–249. https://doi.org/10.1177/00970302030003005
Pang, J., Keh, H. T., & Peng, S. (2009). Effects of advertising strategy on consumer-brand relationships: A brand love perspective. Frontiers of Business Research in China, 3(4), 599–620. https://doi.org/10.1007/s11782-009-0029-8
Pride, W. M., & Ferrell, O. C. (2021). Foundations of Marketing. Cengage Learning. https://books.google.co.id/books?id=OewfEAAAQBAJ
Reichheld, F. F., & Teal, T. (1996). The Loyalty Effect: The Hidden Force Behind Growth, Profits, and Lasting Value. Harvard Business School Press. https://books.google.co.id/books?id=lN7gGELLUkMC
Rockwell, C. (2008). The Mathematics of Brand Satisfaction. Design Management Review, 19(2), 75–81. https://doi.org/10.1111/j.1948-7169.2008.tb00121.x
Shimp, T. A. (2010). Integrated Marketing Communications in Advertising and Promotion. South-Western Cengage Learning. https://books.google.co.id/books?id=__c4nQAACAAJ
Suh, B., & Han, I. (2003). The Impact of Customer Trust and Perception of Security Control on the Acceptance of Electronic Commerce - International Journal of Electronic Commerce - Volume 7, Number 3/Spring 2003 - M E Sharpe Inc. International Journal of Electronic Commerce, 7(3), 135–161.
Vacas de Carvalho, L., Azar, S. L., & Machado, J. C. (2020). Bridging the gap between brand gender and brand loyalty on social media: exploring the mediating effects. Journal of Marketing Management, 36(11–12), 1125–1152. https://doi.org/10.1080/0267257X.2020.1740293
Wiranata, S. O., & Bernarto, I. (2021). the Influence of Brand Awareness, Perceived Quality, and Brand Image on Brand Loyalty: Brand Image As a Mediating Variable. Indonesian Digital Marketing Journal, 1(1), 10–19.
Yohana F. C. P. Meilani, I. B. M. P. B., & Ian N. Suryawan, R. R. M. (2020). The Influence of Brand Awareness, Brand Image, and Brand Trust on Brand Loyalty. Jurnal Manajemen, 24(3), 412. https://doi.org/10.24912/jm.v24i3.676
Zayer, C., & Benabdelhadi, A. (2020). The consequences of the perceived organizational justice: a holistic overview. International Journal of Accounting, Finance, Auditing, Management and Economics, 1(3), 91–108. https://doi.org/10.5281/zenodo
Zeithaml, A. V. (1988). Consumer Perceptions of End-Means Value: Quality, Model Synthesis and Evidence. Jurnal Asosiasi Pemasaran Amerika, 52(3), 2–22.
EQUILIBRIUM: Jurnal penelitian Pendidikan dan Ekonomi is licensed under a Creative Commons CC-BY-SA. This is the very permissive of the Creative Commons licences and allows for maximum dissemination and use of the licenced work with appropriate credit. The licence permits others to use, reproduce, disseminate or display the article in any way, including for commercial purposes, so long as they credit the author for the original creation. In case of remix, transform, or build upon the material, distribution of your contributions under the same license as the original.
You are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material
- for any purpose, even commercially.
You can find details of the licence below.Attribution-ShareAlike 4.0 International (CC BY-SA 4.0)
