Pengaruh Brand Awareness dan Brand Image terhadap Brand Loyalty: Kasus Pengguna Somethinc di Kota Bandung
Abstract
The rising awareness of self-care and beauty has driven the growth of local beauty companies in Indonesia. The increasingly competitive market presents a challenge for Somethinc as a local beauty company. Loyalty becomes a crucial aspect in facing this competition, which can be formed through brand awareness and brand image. This study aims to examine the influence of brand awareness and brand image on brand loyalty among Somethinc users in Bandung City. The research method used is descriptive quantitative with a sample of 220 respondents selected using non-probability and purposive sampling techniques. Data were collected through a Likert-scale questionnaire. Data analysis includes validity and reliability tests, classical assumption tests (normality, heteroscedasticity, multicollinearity), descriptive statistics, correlation analysis, multiple linear regression, coefficient of determination, as well as t-test and F-test. The results indicate that the data is normal and there is a strong correlation between the variables of brand awareness and brand image with the variable of brand loyalty, with an influence of 52.3%. These findings show that brand awareness and brand image have a positive and significant impact on the brand loyalty of Somethinc users in Bandung City.
Keywords: Brand Awareness, Brand Image, Brand Loyalty
References
Aaker, D. (1991). Managing Brand Equity, Capitalizing on the Value of a Brand Name. Free Press.
Aaker, D. (2013). Driving brand value: How to create, measure, and manage brand equity (3rd ed.). CA: Jossey-Bass.
Aaker, D. (2015). Aaker on Branding: 20 Prinsip Esensial Mengelola dan Mengembangkan Brand. PT. Gramedia Pustaka Umum.
Aaker, D. (2020). Managing brand equity: Capitalizing on the value of your brand (6th ed.). CA: Jossey-Bass.
Abdillah, W., & Hartono, J. (2015). Partial Least Square (PLS) Alternatif Structural Equation Modeling (SEM) Dalam Penelitian Bisnis.
Albari, & Wika Alya Fauzia, N. (2024). Indonesian Journal of Economics, Business, Accounting, and Management The Influence of Brand Image, Brand Loyalty and Word of Mouth (WOM) on Purchase Intention for Brand Somethinc.
Alma, R. (2007). Merek: Membangun Nilai dan Meningkatkan Daya Saing. PT Gramedia Pustaka Utama.
Bernarto, I., Yohana F. C. P. Meilani, Margaretha P. Berlianto, Ian N. Suryawan, & Ronnie R. Masman. (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
Bilgin, Y. (2018). The Effect of Social Media Marketing Activities On Brand Awareness, Brand Image, and Brand Loyalty. Business & Management Studies: An International Journal, 6(1).
BPS Kota Bandung. (2020). Jumlah Penduduk Kota Bandung. https://bandungkota.bps.go.id/indicator/12/32/1/jumlah-penduduk.html
Chaniago, H., Muharam, H., & Efawati, Y. (2023). Metode Riset Bisnis Dan Permodelan.
Cho, E., Fiore, A. M., & Russell, D. W. (2015). Validation of a Fashion Brand Image Scale Capturing Cognitive, Sensory, and Affective Associations: Testing Its Role in an Extended Brand Equity Model. Psychology and Marketing, 32(1), 28–48. https://doi.org/10.1002/mar.20762
Compas. (2023, December). Compas Market Insight. Compas. https://compas.co.id/market-insight-report/
Databoks. (2022). Survei : 54% Konsumen Kosmetik Lebih Pilih Brand Lokal. From Databoks: https://databoks.katadata.co.id/datapublish/2022/09/04/survei-54-konsumen-kosmetik-lebih-pilih-brand-lokal
Foroudi, P., Jin, Z., Gupta, S., Foroudi, M. M., & Kitchen, P. J. (2018). Perceptional components of brand equity: Configuring the Symmetrical and Asymmetrical Paths to brand loyalty and brand purchase intention. Journal of Business Research, 89, 462–474. https://doi.org/10.1016/j.jbusres.2018.01.031
Ghozali, I. (2013). Aplikasi Analisis Multivariate dengan Program IBM SPSS 21 Update PLS Regresi. Badan Penerbit Universitas Diponegoro.
Hair, J. F., G. Tomas M. Hult, Christian M. Ringle, Marko Sarstedt, Nicholas P. Danks, & Soumya Ray. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. http://www.
Holly, H., Kim, S. S., Elliot, S., & Han, H. (2012). Conceptualizing Destination Brand Equity Dimensions From a Consumer Based Brand Equity Perspective. Journal of the Academy of Marketing Science, 32(3).
Indah Nurcahyani, D., & Budi Prabowo. (2024). Pengaruh Brand Awareness, Brand Image, dan Brand Trust tehadap Brand Loyalty Pengguna Skincare Skintific: Studi Pada Pelanggan Moisturizer Skintific Melalui E-Commerce Shopee di Wilayah Surabaya. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(5), 3753–3766. https://doi.org/10.47467/alkharaj.v6i5.1223
Indonesia Go Id. (2023, December). Fenomena Cantik Industri Kosmetik. https://indonesia.go.id/kategori/editorial/7804/fenomena-cantik-industri-kosmetik?lang=1
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer Based Brand Equity. Journal of Marketing, 57.
Keller, K. L. (2001). Customer Bases Brand Equity: A Blueprint for Creating Strong Brands.
Keller, K. L. (2008). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Upper Saddle River.
Keller, K. L., & Lehman, D. R. (2013). How Do Brand Create Value, Marketing Management (Vol. 12).
Keller, K., & Swaminathan, V. (2019). Building, Measuring, and Managing Brand Equity Strategic Brand Management (fifth). Pearson Education Limited.
Khoiri, A. (2018). Pengaruh brand awareness dan brand image terhadap brand loyalty pada pengguna smartphone di Kota Bandung. Jurnal Manajemen Dan Kewirausahaan, 17(2).
Kilei, P., Mike, I., & Omwenga, J. (2016). The Impact Of Brand Awareness On Market Brand Performance Of Service Brands: Contextual Consideration of Kenya’s Banking Industry. In European Journal of Business and Management www.iiste.org ISSN (Vol. 8, Issue 18). Online. www.iiste.org
Knox, S., & Walker, D. (2003). Empirical Developments in The Measurement of Involvement, Brand Loyalty and Their Relationship in Grocery Markets. Journal of Strategic Marketing, 11.
Kotler, P. (1998). A Generic Concept of Marketing. Marketing Management (3rd ed., Vol. 7).
Kotler, P., & Keller, K. L. (2008). Marketing management (14th ed.). NJ: Pearson Prentice Hall.
Kurnia Illahi, S., Andarini, S., Pembangunan, U., Veteran, N. ", & Timur, J. (2022). Reslaj: Religion Education Social Laa Roiba Journal Pengaruh Brand Image dan Brand Awareness terhadap Brand Loyalty pada Pengguna Provider Telkomsel di Surabaya. https://doi.org/10.47476/reslaj.v4i6.1205
Mabkhot, H., Shaari, H., & Salleh, S. (2017). The Influence of Brand Image and Brand Personality on Brand Loyalty, Mediating by Brand Trust: An Empirical Study. Jurnal Pengurusan, 51(1), 1–8. https://doi.org/10.17576/pengurusan-2017-50-07
Mardianto, A. (2011). Akibat hukum pembatalan pendaftaran merek terhadap hak penerima lisensi merek menurut UU No. 15 Tahun 2001. Jurnal Dinamika Hukum, 11(3).
Marketeers. (2022, September). Populix : Produk Perawatan dan Kecantikan Makin Diminati. Marketeers. https://www.marketeers.com/populix-produk-perawatan-dan-kecantikan-makin-diminati
Mathew, V., Ali, R. T. M., & Thomas, S. (2014). Loyalty Intentions Does The Effect Of Commitment, Credibelity, and Awareness Vary Across Consumers With Low and High Involvement. Journal of Indian Business Research, 6(3), 213–230.
Morelba, L. P., & Lesmana, A. C. (2023). The beautiful discourse of Sundanese women in Bandung City. Jurnal Sosiologi Dialektika, 18(1), 1–11. https://doi.org/10.20473/jsd.v18i1.2023.1-11
Mowen, J. C., & Minor, M. S. (2011). Customer Behaviour: A Framework, Prentice Hall, Upper Saddle River, NJ.
Nengsih, W., Limakrisna, N., & Moens, A. (2023). The Influence Of Brand Awareness And Brand Image On Brand Loyalty (Study of Lion Air airline customers who have a Lion Air Passport Club in the Jakarta City area). https://doi.org/10.38035/gijtm.v1i3
Nunnally, J. C. (1978). Psychometric Theory. Mc-Graw Hill.
Oliver, R. L. ,. (1999). Whence Consumer Loyalty. J Mark, 63.
Paramita, D., Wijayanti, R., Rizal, M. M. N., Riza, C., & Sulistyan, B. (2021). Metode Penelitian Kuantitatif.
Putra, M. P., & Purwanto, S. (2023). The Influence of Brand Image and Brand Awareness on Brand Loyalty in Packaged Drinking Water Ades in Surabaya City. Jurnal Ekonomi Dan Bisnis Digital, 2(4), 1137–1146. https://doi.org/10.55927/ministal.v2i4.5899
Radon, A. (2012). Unintended Brand Endorsers Impact on International Journal of Marketing Studies. 4(1).
Safitri, E. A., & Albari. (2024). Indonesian Journal of Economics, Business, Accounting, and Management The Influence of Brand Awareness, Brand Image Recognition on Brand Loyalty with the Intervening Mediation of Brand Trust and Brand Love on Samsung Smartphone Products in Indonesia.
Sarigollu, E., & Huang, R. (2012). How brand awareness relates to market outcome, brand equity, and marketing mix. Journal of Business Research, 65, 92–99.
Sekaran, U., & Bougier, R. (2017). Metode Penelitian untuk Bisnis: Pendekatan Pengembangan Keahlian (6th ed.). Salemba Empat.
Somethinc. (2024). Somethinc Official Website Make Up & Skincare Products. https://somethinc.com/en
Sondoh, O., M. W, W., N.A, I., & Harun, A. (2007). The Effect of Brand Image on Overall Satisfaction and Loyalty Intention in the context of Color Cosmetic. Asian Academy of Management Journal, 12(1).
Steven, S., & Ruslim, T. S. (2023). Brand Awareness, Brand Image, Perceived Value, and Perceived Quality Towards Brand Loyalty. International Journal of Application on Economics and Business (IJAEB), 1(1), 2987–1972. https://doi.org/10.24912/ijaeb.v1i1.635-642
Sugiyono. (2013). METODE PENELITIAN KUANTITATIF.
Taufiqah, R., & Yogi Sari, O. (2023). Pengaruh Inovasi Produk dan Citra Merek Terhadap Keputusan Pembelian Skincare Lokal Produk Serum Scarlett Whitening. 6(1), 2023.
Widana, W. I., & Muliani, P. L. Mp. (2020). Uji Persyaratan Analisis.
Aaker, D. (2013). Driving brand value: How to create, measure, and manage brand equity (3rd ed.). CA: Jossey-Bass.
Aaker, D. (2015). Aaker on Branding: 20 Prinsip Esensial Mengelola dan Mengembangkan Brand. PT. Gramedia Pustaka Umum.
Aaker, D. (2020). Managing brand equity: Capitalizing on the value of your brand (6th ed.). CA: Jossey-Bass.
Abdillah, W., & Hartono, J. (2015). Partial Least Square (PLS) Alternatif Structural Equation Modeling (SEM) Dalam Penelitian Bisnis.
Albari, & Wika Alya Fauzia, N. (2024). Indonesian Journal of Economics, Business, Accounting, and Management The Influence of Brand Image, Brand Loyalty and Word of Mouth (WOM) on Purchase Intention for Brand Somethinc.
Alma, R. (2007). Merek: Membangun Nilai dan Meningkatkan Daya Saing. PT Gramedia Pustaka Utama.
Bernarto, I., Yohana F. C. P. Meilani, Margaretha P. Berlianto, Ian N. Suryawan, & Ronnie R. Masman. (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
Bilgin, Y. (2018). The Effect of Social Media Marketing Activities On Brand Awareness, Brand Image, and Brand Loyalty. Business & Management Studies: An International Journal, 6(1).
BPS Kota Bandung. (2020). Jumlah Penduduk Kota Bandung. https://bandungkota.bps.go.id/indicator/12/32/1/jumlah-penduduk.html
Chaniago, H., Muharam, H., & Efawati, Y. (2023). Metode Riset Bisnis Dan Permodelan.
Cho, E., Fiore, A. M., & Russell, D. W. (2015). Validation of a Fashion Brand Image Scale Capturing Cognitive, Sensory, and Affective Associations: Testing Its Role in an Extended Brand Equity Model. Psychology and Marketing, 32(1), 28–48. https://doi.org/10.1002/mar.20762
Compas. (2023, December). Compas Market Insight. Compas. https://compas.co.id/market-insight-report/
Databoks. (2022). Survei : 54% Konsumen Kosmetik Lebih Pilih Brand Lokal. From Databoks: https://databoks.katadata.co.id/datapublish/2022/09/04/survei-54-konsumen-kosmetik-lebih-pilih-brand-lokal
Foroudi, P., Jin, Z., Gupta, S., Foroudi, M. M., & Kitchen, P. J. (2018). Perceptional components of brand equity: Configuring the Symmetrical and Asymmetrical Paths to brand loyalty and brand purchase intention. Journal of Business Research, 89, 462–474. https://doi.org/10.1016/j.jbusres.2018.01.031
Ghozali, I. (2013). Aplikasi Analisis Multivariate dengan Program IBM SPSS 21 Update PLS Regresi. Badan Penerbit Universitas Diponegoro.
Hair, J. F., G. Tomas M. Hult, Christian M. Ringle, Marko Sarstedt, Nicholas P. Danks, & Soumya Ray. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. http://www.
Holly, H., Kim, S. S., Elliot, S., & Han, H. (2012). Conceptualizing Destination Brand Equity Dimensions From a Consumer Based Brand Equity Perspective. Journal of the Academy of Marketing Science, 32(3).
Indah Nurcahyani, D., & Budi Prabowo. (2024). Pengaruh Brand Awareness, Brand Image, dan Brand Trust tehadap Brand Loyalty Pengguna Skincare Skintific: Studi Pada Pelanggan Moisturizer Skintific Melalui E-Commerce Shopee di Wilayah Surabaya. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(5), 3753–3766. https://doi.org/10.47467/alkharaj.v6i5.1223
Indonesia Go Id. (2023, December). Fenomena Cantik Industri Kosmetik. https://indonesia.go.id/kategori/editorial/7804/fenomena-cantik-industri-kosmetik?lang=1
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer Based Brand Equity. Journal of Marketing, 57.
Keller, K. L. (2001). Customer Bases Brand Equity: A Blueprint for Creating Strong Brands.
Keller, K. L. (2008). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Upper Saddle River.
Keller, K. L., & Lehman, D. R. (2013). How Do Brand Create Value, Marketing Management (Vol. 12).
Keller, K., & Swaminathan, V. (2019). Building, Measuring, and Managing Brand Equity Strategic Brand Management (fifth). Pearson Education Limited.
Khoiri, A. (2018). Pengaruh brand awareness dan brand image terhadap brand loyalty pada pengguna smartphone di Kota Bandung. Jurnal Manajemen Dan Kewirausahaan, 17(2).
Kilei, P., Mike, I., & Omwenga, J. (2016). The Impact Of Brand Awareness On Market Brand Performance Of Service Brands: Contextual Consideration of Kenya’s Banking Industry. In European Journal of Business and Management www.iiste.org ISSN (Vol. 8, Issue 18). Online. www.iiste.org
Knox, S., & Walker, D. (2003). Empirical Developments in The Measurement of Involvement, Brand Loyalty and Their Relationship in Grocery Markets. Journal of Strategic Marketing, 11.
Kotler, P. (1998). A Generic Concept of Marketing. Marketing Management (3rd ed., Vol. 7).
Kotler, P., & Keller, K. L. (2008). Marketing management (14th ed.). NJ: Pearson Prentice Hall.
Kurnia Illahi, S., Andarini, S., Pembangunan, U., Veteran, N. ", & Timur, J. (2022). Reslaj: Religion Education Social Laa Roiba Journal Pengaruh Brand Image dan Brand Awareness terhadap Brand Loyalty pada Pengguna Provider Telkomsel di Surabaya. https://doi.org/10.47476/reslaj.v4i6.1205
Mabkhot, H., Shaari, H., & Salleh, S. (2017). The Influence of Brand Image and Brand Personality on Brand Loyalty, Mediating by Brand Trust: An Empirical Study. Jurnal Pengurusan, 51(1), 1–8. https://doi.org/10.17576/pengurusan-2017-50-07
Mardianto, A. (2011). Akibat hukum pembatalan pendaftaran merek terhadap hak penerima lisensi merek menurut UU No. 15 Tahun 2001. Jurnal Dinamika Hukum, 11(3).
Marketeers. (2022, September). Populix : Produk Perawatan dan Kecantikan Makin Diminati. Marketeers. https://www.marketeers.com/populix-produk-perawatan-dan-kecantikan-makin-diminati
Mathew, V., Ali, R. T. M., & Thomas, S. (2014). Loyalty Intentions Does The Effect Of Commitment, Credibelity, and Awareness Vary Across Consumers With Low and High Involvement. Journal of Indian Business Research, 6(3), 213–230.
Morelba, L. P., & Lesmana, A. C. (2023). The beautiful discourse of Sundanese women in Bandung City. Jurnal Sosiologi Dialektika, 18(1), 1–11. https://doi.org/10.20473/jsd.v18i1.2023.1-11
Mowen, J. C., & Minor, M. S. (2011). Customer Behaviour: A Framework, Prentice Hall, Upper Saddle River, NJ.
Nengsih, W., Limakrisna, N., & Moens, A. (2023). The Influence Of Brand Awareness And Brand Image On Brand Loyalty (Study of Lion Air airline customers who have a Lion Air Passport Club in the Jakarta City area). https://doi.org/10.38035/gijtm.v1i3
Nunnally, J. C. (1978). Psychometric Theory. Mc-Graw Hill.
Oliver, R. L. ,. (1999). Whence Consumer Loyalty. J Mark, 63.
Paramita, D., Wijayanti, R., Rizal, M. M. N., Riza, C., & Sulistyan, B. (2021). Metode Penelitian Kuantitatif.
Putra, M. P., & Purwanto, S. (2023). The Influence of Brand Image and Brand Awareness on Brand Loyalty in Packaged Drinking Water Ades in Surabaya City. Jurnal Ekonomi Dan Bisnis Digital, 2(4), 1137–1146. https://doi.org/10.55927/ministal.v2i4.5899
Radon, A. (2012). Unintended Brand Endorsers Impact on International Journal of Marketing Studies. 4(1).
Safitri, E. A., & Albari. (2024). Indonesian Journal of Economics, Business, Accounting, and Management The Influence of Brand Awareness, Brand Image Recognition on Brand Loyalty with the Intervening Mediation of Brand Trust and Brand Love on Samsung Smartphone Products in Indonesia.
Sarigollu, E., & Huang, R. (2012). How brand awareness relates to market outcome, brand equity, and marketing mix. Journal of Business Research, 65, 92–99.
Sekaran, U., & Bougier, R. (2017). Metode Penelitian untuk Bisnis: Pendekatan Pengembangan Keahlian (6th ed.). Salemba Empat.
Somethinc. (2024). Somethinc Official Website Make Up & Skincare Products. https://somethinc.com/en
Sondoh, O., M. W, W., N.A, I., & Harun, A. (2007). The Effect of Brand Image on Overall Satisfaction and Loyalty Intention in the context of Color Cosmetic. Asian Academy of Management Journal, 12(1).
Steven, S., & Ruslim, T. S. (2023). Brand Awareness, Brand Image, Perceived Value, and Perceived Quality Towards Brand Loyalty. International Journal of Application on Economics and Business (IJAEB), 1(1), 2987–1972. https://doi.org/10.24912/ijaeb.v1i1.635-642
Sugiyono. (2013). METODE PENELITIAN KUANTITATIF.
Taufiqah, R., & Yogi Sari, O. (2023). Pengaruh Inovasi Produk dan Citra Merek Terhadap Keputusan Pembelian Skincare Lokal Produk Serum Scarlett Whitening. 6(1), 2023.
Widana, W. I., & Muliani, P. L. Mp. (2020). Uji Persyaratan Analisis.
Published
2024-08-27
Section
Articles
Copyright (c) 2024 Salsa Putri Ramadhan, Sri Raharso, Sri Surjani Tjahjawati
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
