Dampak Perceived Quality Terhadap Brand Loyalty: Peran Mediasi Brand Trust Dan Brand Image
DOI:
https://doi.org/10.33558/optimal.v16i2.5714Keywords:
Perceived Quality, Brand Loyalty, Brand Image, Brand TrustAbstract
This study aims to determine the effect of perceived quality on brand image, brand trust and brand loyalty, the effect of brand image and brand trust on brand loyalty, and the effect of the relationship between perceived quality on brand loyalty mediated by brand image and brand trust. The method in this study is to use a type of quantitative research method. This study serves to prove the relationship between research variables. Data analysis techniques were performed using Structural Equation Modeling with AMOS version 25.0. The research sample is bakery consumers in Kudus Regency as many as 172 respondents. This study obtained the results that perceived quality has an effect on brand image, brand trust, and brand loyalty, brand image and brand trust have a significant effect on brand loyalty, and brand image and brand trust mediate perceived quality on brand loyalty. This research provides managerial implications in the form of the importance of maintaining and increasing perceived quality through brand trust and brand image to meet consumer satisfaction so as to create brand loyalty.
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References
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Apriliani, R. A. E. (2019). Pengaruh Brand Trust, Brand Equity Dan Brand Image Terhadap Loyalitas Pelanggan (Studi Pada Pelanggan Teh Botol Sosro Di Wonosobo). Jurnal Penelitian Dan Pengabdian Kepada Masyarakat UNSIQ, 6(2), 112–121. Https://Doi.Org/10.32699/Ppkm.V6i2.687
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CHA, S.-S., & SEO, B.-K. (2019). The Effect Of Brand Trust Of Home Meal Replacement On Repurchasing In Online Shopping. Journal Of Business Economics And Environmental Studies, 9(3), 21–26. Https://Doi.Org/10.13106/Jbees.2019.Vol9.No3.21
Dam, S. M., & Dam, T. C. (2021). Relationships Between Service Quality, Brand Image, Customer Satisfaction, And Customer Loyalty. Journal Of Asian Finance, Economics And Business, 8(3), 585–593. Https://Doi.Org/10.13106/Jafeb.2021.Vol8.No3.0585
Ebrahim, R. S. (2020). The Role Of Trust In Understanding The Impact Of Social Media Marketing On Brand Equity And Brand Loyalty. Journal Of Relationship Marketing, 19(4), 287–308. Https://Doi.Org/10.1080/15332667.2019.1705742
Ferdinansyah, H., Azhmy, M. F., & Nasution, A. A. (2022). Pengaruh Brand Image Dan Product Quality Terhadap Brand Loyalty Dimediasi Brand Trust. Jebidi, 1(2), 115–125. Https://Doi.Org/Doi.Org/Jebidi.V1n2.2022
Hadinata, Y. (2020). The Effect Of Perceived Quality And Brand Image On Brand Trust And Brand Loyalty Yamaha Mio In Surabaya. Journal Of Research In Economics And Management, 19(1), 1–10.
Hair, J. F., Sarstedt, M., & Ringle, C. M. (2017). Advanced Issues In Partial Least Squares Structural Equation Modeling - Joseph F. Hair, Jr., Marko Sarstedt, Christian M. Ringle, Siegfried P. Gudergan - Google Buku. Https://Books.Google.Co.Id/Books?Hl=Id&Lr=&Id=-F1rdgaaqbaj&Oi=Fnd&Pg=PP1&Dq=Hair,+Et+All.+2017.+Aprimer+On+Partial+Least+Squaares+Structural+Equation+Modeling+(PLS-SEM)+2th+Edition.+Los+Angeles,+London,+New+Delhi,+Singapore,+Washington+DC,+Melbourne:+SAGE
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Karina, M., & Sari, D. K. (2022). Pengaruh Saluran Distribusi, Orientasi Pasar Dan Orientasi Pelanggan Terhadap Kinerja Pemasaran UMKM Konveksi Desa Legok Gempol. Balance : Economic, Business, Management, And Accounting Journal, 19(1), 87–99. Https://Doi.Org/Http://Dx.Doi.Org/10.30651/Blc.V19i1.11882
Kim, R. B., & Chao, Y. (2019). Effects Of Brand Experience, Brand Image And Brand Trust On Brand Building Process: The Case Of Chinese Millennial Generation Consumers. Journal Of International Studies, 12(3), 9–21. Https://Doi.Org/10.14254/2071-8330.2019/12-3/1
Kurniawan, H. H. (2017). Pengaruh Perceived Quality Terhadap Brand Loyalty Melalui Mediasi Brand Image Dan Brand Trust. Jurnal Bisnis Dan Manajemen, 4(2), 228–239. Https://Doi.Org/10.26905/Jbm.V4i2.1703
Okkysantria, D. (2014). Analisis Pengaruh Kebudayaan, Sosial, Pribadi Dan Psikologis Konsumen Usia Muda Terhadap Keputusan Pembelian Makanan Cepat Saji Mcdonald’S. Jurnal Ilmiah Mahasiswa FEB Universitas Brawijaya, 2(2), 1–8.
Putra, R. (2021). Determinasi Kepuasan Pelanggan Dan Loyalitas Pelanggan Terhadap Kualitas Produk, Citra Merek Dan Persepsi Harga (Literature Review Manajemen Pemasaran). Jurnal Ekonomi Manajemen Sistem Informasi, 2(4), 516–524. Https://Doi.Org/10.31933/Jemsi.V2i4.461
Rahmatulloh, R., Yasri, Y., & Abror, A. (2019). The Influence Of Brand Image And Perceived Quality On Brand Loyalty With Brand Trust As Mediator In PT Bank Syariah Mandiri. 64, 569–578. Https://Doi.Org/10.2991/Piceeba2-18.2019.38
Rizqullah, M. Z., & Sulaiman. (2021). Pengaruh Brand Awareness Dan Perceived Quality Terhadap Customer Satisfaction Yang Dimediasi Oleh Brand Equity Pada Pengguna Smartphone. Jurnal Ilmiah Mahasiswa Ekonomi Manajemen, 6(2), 357–367. Https://Doi.Org/Https://Doi.Org/10.24815/Jimen.V6i2.16554
Rodiques, Y., & Rahanatha, G. B. (2018). Peran Brand Trust Memediasi Hubungan Brand Image Dengan Brand Loyalty ( Studi Pada Konsumen Iphone Di Kota Denpasar ) Fakultas Ekonomi Dan Bisnis Universitas Udayana ( Unud ), Bali Indonesia ABSTRAK Perkembangan Globalisasi Yang Kian Menyeluruh Diberbagai. 7(3), 1310–1338.
Salim, F. F., & Dharmayanti, D. (2014). Pengaruh Brand Image Dan Perceived Quality Terhadap Kepuasan Dan Loyalitas Pelanggan Mobil Toyota Di Surabaya. Jurnal Manajemen Pemasaran Petra, 2(1), 1–8.
Sanjiwani, N. M. D., & Suasana, I. G. A. K. G. (2019). Peran Brand Image Dalam Memediasi Pengaruh Kualitas Produk Terhadap Keputusan Pembelian. E-Jurnal Manajemen Universitas Udayana, 8(11), 6721. Https://Doi.Org/10.24843/Ejmunud.2019.V08.I11.P17
Sastrawan, M. D., & Pramudana, K. A. S. (2022). Peran Brand Trust Memediasi Brand Image Terhadap Brand Loyalty: Studi Pada Toko Dwipa Umalas Badung. E-Jurnal Manajemen, 11(4), 658–681. Https://Doi.Org/Https://Doi.Org/10.24843/EJMUNUD.2022.V11.I04.P02
Sekaran, U. (N.D.). Research Methods For Business (Metode Penelitian Untuk Bisnis). Jakarta. Salemba Empat.
Severt, K., Shin, Y. H., Chen, H. S., & Dipietro, R. B. (2020). Measuring The Relationships Between Corporate Social Responsibility, Perceived Quality, Price Fairness, Satisfaction, And Conative Loyalty In The Context Of Local Food Restaurants. International Journal Of Hospitality And Tourism Administration, 23(3), 623–645. Https://Doi.Org/10.1080/15256480.2020.1842836
Supriyanto, A. (2022) Peran Nilai-Nilai Islami Dalam Kewirausahaan Untuk Menunjang Sebuah Kinerja Bisnis’, Jurnal El-Heekam, pp. 9–19.
Apriliani, R. A. E. (2019). Pengaruh Brand Trust, Brand Equity Dan Brand Image Terhadap Loyalitas Pelanggan (Studi Pada Pelanggan Teh Botol Sosro Di Wonosobo). Jurnal Penelitian Dan Pengabdian Kepada Masyarakat UNSIQ, 6(2), 112–121. Https://Doi.Org/10.32699/Ppkm.V6i2.687
Astuti, H. P., Nugroho, A. A. E., & Dewi, N. A. R. (2020). Penerapan Model Pembelajaran Picture And Picture Berbasis Keanekaragaman Hayati Dalam Pembentukan Empati Anak Usia Dini. Intuisi : Jurnal Psikologi Ilmiah, 12(1), 66–74. Https://Doi.Org/10.15294/Intuisi.V12i1.23573
CHA, S.-S., & SEO, B.-K. (2019). The Effect Of Brand Trust Of Home Meal Replacement On Repurchasing In Online Shopping. Journal Of Business Economics And Environmental Studies, 9(3), 21–26. Https://Doi.Org/10.13106/Jbees.2019.Vol9.No3.21
Dam, S. M., & Dam, T. C. (2021). Relationships Between Service Quality, Brand Image, Customer Satisfaction, And Customer Loyalty. Journal Of Asian Finance, Economics And Business, 8(3), 585–593. Https://Doi.Org/10.13106/Jafeb.2021.Vol8.No3.0585
Ebrahim, R. S. (2020). The Role Of Trust In Understanding The Impact Of Social Media Marketing On Brand Equity And Brand Loyalty. Journal Of Relationship Marketing, 19(4), 287–308. Https://Doi.Org/10.1080/15332667.2019.1705742
Ferdinansyah, H., Azhmy, M. F., & Nasution, A. A. (2022). Pengaruh Brand Image Dan Product Quality Terhadap Brand Loyalty Dimediasi Brand Trust. Jebidi, 1(2), 115–125. Https://Doi.Org/Doi.Org/Jebidi.V1n2.2022
Hadinata, Y. (2020). The Effect Of Perceived Quality And Brand Image On Brand Trust And Brand Loyalty Yamaha Mio In Surabaya. Journal Of Research In Economics And Management, 19(1), 1–10.
Hair, J. F., Sarstedt, M., & Ringle, C. M. (2017). Advanced Issues In Partial Least Squares Structural Equation Modeling - Joseph F. Hair, Jr., Marko Sarstedt, Christian M. Ringle, Siegfried P. Gudergan - Google Buku. Https://Books.Google.Co.Id/Books?Hl=Id&Lr=&Id=-F1rdgaaqbaj&Oi=Fnd&Pg=PP1&Dq=Hair,+Et+All.+2017.+Aprimer+On+Partial+Least+Squaares+Structural+Equation+Modeling+(PLS-SEM)+2th+Edition.+Los+Angeles,+London,+New+Delhi,+Singapore,+Washington+DC,+Melbourne:+SAGE
Harju, C. (2022). The Perceived Quality Of Wooden Building Materials—A Systematic Literature Review And Future Research Agenda. International Journal Of Consumer Studies, 46(1), 29–55. Https://Doi.Org/10.1111/Ijcs.12764
Karina, M., & Sari, D. K. (2022). Pengaruh Saluran Distribusi, Orientasi Pasar Dan Orientasi Pelanggan Terhadap Kinerja Pemasaran UMKM Konveksi Desa Legok Gempol. Balance : Economic, Business, Management, And Accounting Journal, 19(1), 87–99. Https://Doi.Org/Http://Dx.Doi.Org/10.30651/Blc.V19i1.11882
Kim, R. B., & Chao, Y. (2019). Effects Of Brand Experience, Brand Image And Brand Trust On Brand Building Process: The Case Of Chinese Millennial Generation Consumers. Journal Of International Studies, 12(3), 9–21. Https://Doi.Org/10.14254/2071-8330.2019/12-3/1
Kurniawan, H. H. (2017). Pengaruh Perceived Quality Terhadap Brand Loyalty Melalui Mediasi Brand Image Dan Brand Trust. Jurnal Bisnis Dan Manajemen, 4(2), 228–239. Https://Doi.Org/10.26905/Jbm.V4i2.1703
Okkysantria, D. (2014). Analisis Pengaruh Kebudayaan, Sosial, Pribadi Dan Psikologis Konsumen Usia Muda Terhadap Keputusan Pembelian Makanan Cepat Saji Mcdonald’S. Jurnal Ilmiah Mahasiswa FEB Universitas Brawijaya, 2(2), 1–8.
Putra, R. (2021). Determinasi Kepuasan Pelanggan Dan Loyalitas Pelanggan Terhadap Kualitas Produk, Citra Merek Dan Persepsi Harga (Literature Review Manajemen Pemasaran). Jurnal Ekonomi Manajemen Sistem Informasi, 2(4), 516–524. Https://Doi.Org/10.31933/Jemsi.V2i4.461
Rahmatulloh, R., Yasri, Y., & Abror, A. (2019). The Influence Of Brand Image And Perceived Quality On Brand Loyalty With Brand Trust As Mediator In PT Bank Syariah Mandiri. 64, 569–578. Https://Doi.Org/10.2991/Piceeba2-18.2019.38
Rizqullah, M. Z., & Sulaiman. (2021). Pengaruh Brand Awareness Dan Perceived Quality Terhadap Customer Satisfaction Yang Dimediasi Oleh Brand Equity Pada Pengguna Smartphone. Jurnal Ilmiah Mahasiswa Ekonomi Manajemen, 6(2), 357–367. Https://Doi.Org/Https://Doi.Org/10.24815/Jimen.V6i2.16554
Rodiques, Y., & Rahanatha, G. B. (2018). Peran Brand Trust Memediasi Hubungan Brand Image Dengan Brand Loyalty ( Studi Pada Konsumen Iphone Di Kota Denpasar ) Fakultas Ekonomi Dan Bisnis Universitas Udayana ( Unud ), Bali Indonesia ABSTRAK Perkembangan Globalisasi Yang Kian Menyeluruh Diberbagai. 7(3), 1310–1338.
Salim, F. F., & Dharmayanti, D. (2014). Pengaruh Brand Image Dan Perceived Quality Terhadap Kepuasan Dan Loyalitas Pelanggan Mobil Toyota Di Surabaya. Jurnal Manajemen Pemasaran Petra, 2(1), 1–8.
Sanjiwani, N. M. D., & Suasana, I. G. A. K. G. (2019). Peran Brand Image Dalam Memediasi Pengaruh Kualitas Produk Terhadap Keputusan Pembelian. E-Jurnal Manajemen Universitas Udayana, 8(11), 6721. Https://Doi.Org/10.24843/Ejmunud.2019.V08.I11.P17
Sastrawan, M. D., & Pramudana, K. A. S. (2022). Peran Brand Trust Memediasi Brand Image Terhadap Brand Loyalty: Studi Pada Toko Dwipa Umalas Badung. E-Jurnal Manajemen, 11(4), 658–681. Https://Doi.Org/Https://Doi.Org/10.24843/EJMUNUD.2022.V11.I04.P02
Sekaran, U. (N.D.). Research Methods For Business (Metode Penelitian Untuk Bisnis). Jakarta. Salemba Empat.
Severt, K., Shin, Y. H., Chen, H. S., & Dipietro, R. B. (2020). Measuring The Relationships Between Corporate Social Responsibility, Perceived Quality, Price Fairness, Satisfaction, And Conative Loyalty In The Context Of Local Food Restaurants. International Journal Of Hospitality And Tourism Administration, 23(3), 623–645. Https://Doi.Org/10.1080/15256480.2020.1842836
Supriyanto, A. (2022) Peran Nilai-Nilai Islami Dalam Kewirausahaan Untuk Menunjang Sebuah Kinerja Bisnis’, Jurnal El-Heekam, pp. 9–19.
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2022-12-30
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