Membangun Brand Loyalty Melalui Brand Trust

Ernie Larasari, Edi Rahmat Taufik, Hayati Nupus

Abstract


This study aims to determine the effect of brand personality on brand loyalty with brand trust as an intervening variable. The type of research used is descriptive quantitative research. The population in this study were all Uwais Hijab customers in Cilegon. The sampling technique used is purposive sampling. The number of samples used as many as 125 samples. Data analysis method using Structural Equation Modeling (SEM) with SmartPLS 3.0. The results show that brand personality has a positive but not significant effect on brand loyalty, brand personality has a positive and significant effect on brand trust, brand trust has a positive and significant effect on brand loyalty, consumer brand engagement has a positive and significant effect on brand loyalty, consumer brand engagement has an effect positive and significant towards brand trust, and brand trust mediate the relationship between brand personality and brand loyalty in a positive and significant way.


Full Text:

PDF

References


Ahmed, Z., Rizwan, M., Ahmad, M., & Haq, M. (2014). Effect of brand trust and customer satisfaction on brand loyalty in Bahawalpur. Journal of Sociological Research, 5(1), 306–326. https://doi.org/10.5296/jsr.v5i1.6568

Alhaddad, A. A. (2015). Building customer loyalty model in airline industry View project Perceived Quality, Brand Image and Brand Trust as Determinants of Brand Loyalty. Quest Journals Journal of Research in Business and Management, 3(4), 1–08. www.questjournals.org

Anggraeni, A., & Rachmanita. (2015). Effects of Brand Love, Personality and Image on Word of Mouth; the Case of Local Fashion Brands Among Young Consumers. Procedia - Social and Behavioral Sciences, 211(September), 442–447. https://doi.org/10.1016/j.sbspro.2015.11.058

Bairrada, C. M., Coelho, A., & Lizanets, V. (2019). The impact of brand personality on consumer behavior: the role of brand love. Journal of Fashion Marketing and Management, 23(1), 30–47. https://doi.org/10.1108/JFMM-07-2018-0091

Bennur, S., & Jin, B. (2017). The mediating role of brand trust and affect in clothing brand loyalty formation: a cross-cultural examination of U.S. and India. Journal of the Textile Institute, 108(1), 1–9. https://doi.org/10.1080/00405000.2015.1133105

Chen, X., Wang, Y., Lyu, X., & Zhang, J. (2022). The Impact of Hotel Customer Engagement and Service Evaluation on Customer Behavior Intention: The Mediating Effect of Brand Trust. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.852336

Das, G. (2014). Impacts of retail brand personality and self-congruity on store loyalty: The moderating role of gender. Journal of Retailing and Consumer Services, 21(2), 130–138. https://doi.org/10.1016/j.jretconser.2013.07.011

Dehdashti, Z., Jafarzadeh Kenari, M., & Bakhshizadeh, A. (2012). The impact of social identity of brand on brand loyalty development. Management Science Letters, 2(4), 1425–1434. https://doi.org/10.5267/j.msl.2012.03.020

Dwivedi, A. (2015). A higher-order model of consumer brand engagement and its impact on loyalty intentions. Journal of Retailing and Consumer Services, 24(C), 100–109. https://doi.org/10.1016/j.jretconser.2015.02.007

Erdoğmuş, İ., & Ergun, S. (2016). Understanding University Brand Loyalty: The Mediating Role of Attitudes towards the Department and University. Procedia - Social and Behavioral Sciences, 229, 141–150. https://doi.org/10.1016/j.sbspro.2016.07.123

Ferdinand, A. (2013). Metode Penelitian Manajemen. Badan Penerbit Universitas Diponegoro.

Gecti, F., & Zengin, H. (2013). The Relationship between Brand Trust, Brand Affect, Attitudinal Loyalty and Behavioral Loyalty: A Field Study towards Sports Shoe Consumers in Turkey. International Journal of Marketing Studies, 5(2), 111–119. https://doi.org/10.5539/ijms.v5n2p111

Ha, H. Y. (2016). The evolution of brand personality: an application of online travel agencies. Journal of Services Marketing, 30(5), 529–540. https://doi.org/10.1108/JSM-05-2015-0188

Harrigan, P., Evers, U., Miles, M., & Daly, T. (2017). Customer engagement with tourism social media brands. Tourism Management, 59, 597–609. https://doi.org/10.1016/j.tourman.2016.09.015

He, H., Li, Y., & Harris, L. (2012). Social identity perspective on brand loyalty. Journal of Business Research, 65(5), 648–657. https://doi.org/10.1016/j.jbusres.2011.03.007

Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149–165. https://doi.org/10.1016/j.intmar.2013.12.002

Huang, C. C. (2017). The impacts of brand experiences on brand loyalty: mediators of brand love and trust. Management Decision, 55(5), 915–934. https://doi.org/10.1108/MD-10-2015-0465

Jamshidi, D., & Rousta, A. (2021). Brand Commitment Role in the Relationship between Brand Loyalty and Brand Satisfaction: Phone Industry in Malaysia. Journal of Promotion Management, 27(1), 151–176. https://doi.org/10.1080/10496491.2020.1809596

Japutra, A., & Molinillo, S. (2019). Responsible and active brand personality: On the relationships with brand experience and key relationship constructs. Journal of Business Research, 99(November 2016), 464–471. https://doi.org/10.1016/j.jbusres.2017.08.027

Keni, K., & Esmeralda, V. S. (2021). Brand Personality as a Predictor of Consumer Brand Relationship. Jurnal Manajemen, 25(2), 206. https://doi.org/10.24912/jm.v25i2.736

Khamwon, A., & Pattanajak, P. (2021). Brand Innovation , Brand Trust , and Brand Loyalty of E-Marketplace in Thailand. 3(3), 29–35.

Khamwon, A., & Sorataworn, W. (2021). Brand Leadership , Brand Trust , and Brand Loyalty of Fashion Brand in E-Marketplace. 3(3), 8–14.

Khan, I., Hollebeek, L. D., Fatma, M., Islam, J. U., & Rahman, Z. (2020). Brand engagement and experience in online services. Journal of Services Marketing, 34(2), 163–175. https://doi.org/10.1108/JSM-03-2019-0106

Khan, I., & Zillur, R. (2016). E-tail brand experience’s influence on e-brand trust and e-brand loyalty. International Journal of Retail & Distribution Management, 44(6), 588–606. http://dx.doi.org/10.1108/JOSM-12-2014-0323

Kim, R. B., Yoon, D. H., & Yan, C. (2015). Effects of brand experience on brand trust, brand satisfaction & brand loyalty: Building spa brands in South korea. Actual Problems of Economics, 168(6), 182–189.

Kwon, J. H., Jung, S. H., Choi, H. J., & Kim, J. (2020). Antecedent factors that affect restaurant brand trust and brand loyalty: focusing on US and Korean consumers. Journal of Product and Brand Management, 30(7), 990–1015. https://doi.org/10.1108/JPBM-02-2020-2763

Lee, H. J., & Jee, Y. (2016). The impacts of brand asset of domestic screen golf playing systems upon brand trust and brand loyalty. International Journal of Sports Marketing and Sponsorship, 17(4), 320–332. https://doi.org/10.1108/IJSMS-11-2016-021

Mabkhot, H. A., Hasnizam, & Salleh, S. M. (2017). The influence of brand image and brand personality on brand loyalty, mediating by brand trust: An empirical study. Jurnal Pengurusan, 50, 71–82.

Menidjel, C., Benhabib, A., & Bilgihan, A. (2017). Examining the moderating role of personality traits in the relationship between brand trust and brand loyalty. Journal of Product & Brand Management, 26(6), 631–649. https://doi.org/10.1108/JPBM-05-2016-1163

Mishra, M. K., Kesharwani, A., & Das, D. (2016). The relationship between risk aversion, brand trust, brand affect and loyalty: Evidence from the FMCG industry. Journal of Indian Business Research, 8(2), 78–97. https://doi.org/10.1108/JIBR-04-2015-0045

Mohsen, Y., Hussein, H. M., & Mahrous, A. A. (2018). Perceived service value, customer engagement and brand loyalty in health care centres in Egypt. Marketing and Management of Innovations, 3, 95–108. https://doi.org/10.21272/mmi.2018.3-08

Molinillo, S., Japutra, A., Nguyen, B., & Chen, C. H. S. (2017). Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty. Marketing Intelligence and Planning, 35(2), 166–179. https://doi.org/10.1108/MIP-04-2016-0064

Omar, A. M. (2020). Brand Experience: How Does It Affect Brand Personality and Brand Loyalty in the Egyptian Telecommunications Industry? International Journal of Marketing Studies, 12(2), 104. https://doi.org/10.5539/ijms.v12n2p104

Putra, A. P., Armanu, A., & Sudjatno, S. (2019). the Influence of Corporate Social Responsibility, Brand Personality and Corporate Reputation on Brand Loyalty of Modern Retailers. Jurnal Aplikasi Manajemen, 17(1), 66–75. https://doi.org/10.21776/ub.jam.2019.017.01.08

Rampl, L. V., & Kenning, P. (2014). Employer brand trust and affect: Linking brand personality to employer brand attractiveness. European Journal of Marketing, 48(1), 218–236. https://doi.org/10.1108/EJM-02-2012-0113

Roy, P., Khandeparkar, K., & Motiani, M. (2016). A lovable personality: The effect of brand personality on brand love. Journal of Brand Management, 23(5), 97–113. https://doi.org/10.1057/s41262-016-0005-5

So, K. K. F., King, C., Spark, B. A., & Wang, Y. (2016). “Enhancing customer relationships with retail service brands: the role of customer engagement.” Journal of Service Management, 27. http://dx.doi.org/10.1108/

So, K. K. F., King, C., Sparks, B. A., & Wang, Y. (2014). The Role of Customer Engagement in Building Consumer Loyalty to Tourism Brands. Journal of Travel Research, 55(1), 64–78. https://doi.org/10.1177/0047287514541008

Suhud, U., Puter, C. D., & Wibowo, S. F. (2017). Measuring Brand Loyalty of Coffee Shop Visitors in Jakarta. ASEAN Marketing Journal, 9(1), 28–39. http://www.redi-bw.de/db/ebsco.php/search.ebscohost.com/login.aspx%3Fdirect%3Dtrue%26db%3Dbuh%26AN%3D129839443%26site%3Dehost-live

Su, J., & Chang, A. (2017). Factors affecting college students’ brand loyalty toward fast fashion: A consumer-based brand equity approach. International Journal of Retail and Distribution Management, 46(1), 90–107. https://doi.org/10.1108/IJRDM-01-2016-0015

Susanti, E., Rafika, M., & Melinda, T. (2021). Consumer Brand Engagement on Brand Loyalty: The Role of Brand Satisfaction as a Mediating Variable. KnE Social Sciences. https://doi.org/10.18502/kss.v5i5.8818

Tong, X., Su, J., & Xu, Y. (2017). Brand personality and its impact on brand trust and brand commitment: an empirical study of luxury fashion brands. International Journal of Fashion Design, Technology and Education, 11(2), 196–209. https://doi.org/10.1080/17543266.2017.1378732

Tuti, M., & Sulistia, V. (2022). The Customer Engagement Effect on Customer Satisfaction and Brand Trust and Its Impact on Brand Loyalty. Jurnal Manajemen Bisnis, 13(1), 1–15. https://doi.org/10.18196/mb.v13i1.12518

Unurlu, C., & Uca, S. (2017). The effect of culture on brand loyalty through brand performance and brand personality. International Journal of Tourism Research, 19(6), 672–681. https://doi.org/10.1002/jtr.2139

Villagra, N., Monfort, A., & Sánchez Herrera, J. (2021). The mediating role of brand trust in the relationship between brand personality and brand loyalty. Journal of Consumer Behaviour, 20(5), 1153–1163. https://doi.org/10.1002/cb.1922




DOI: http://dx.doi.org/10.48181/jrbmt.v7i2.23216

Refbacks

  • There are currently no refbacks.


Copyright (c) 2023 Jurnal Riset Bisnis dan Manajemen Tirtayasa

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Creative Commons License

Jurnal Riset Bisnis dan Manajemen Tirtayasa is licensed under a Creative Commons Attribution 4.0 International License