Faktor Anteseden yang Mempengaruhi Brand Trust dan Brand Loyalty pada Restoran Fastfood di Indonesia
Abstract
The research findings and discussions indicate that advertising and social network service content have a positive impact on customer engagement and brand trust. Additionally, customer engagement also positively influences brand trust and brand loyalty. Thus, advertising, social network service content, and customer engagement are important precursor factors in building brand trust, which in turn affects brand loyalty. This highlights the importance of addressing and managing these aspects in marketing strategies to achieve long-term goals in building and maintaining customer loyalty.
Keywords: Antecedent Factors, Brand Trust and Brand Loyalty of Fast Food Restaurants.
References
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Bapat, D., & Thanigan, J. (2016). Exploring Relationship among Brand Experience Dimensions, Brand Evaluation and Brand Loyalty. Http://Dx.Doi.Org/10.1177/0972150916660401, 17(6), 1357–1372. https://doi.org/10.1177/0972150916660401
Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79–89. https://doi.org/10.1007/S11002-006-4219-2
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
Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: A social media perspective. Journal of Product and Brand Management, 24(1), 28–42. https://doi.org/10.1108/JPBM-06-2014-0635
Dube, K., Nhamo, G., & Chikodzi, D. (2020). COVID-19 cripples global restaurant and hospitality industry. Current Issues in Tourism, 1–4. https://doi.org/10.1080/13683500.2020.1773416
Espinosa, J. A., Ortinau, D. J., Krey, N., & Monahan, L. (2018). I’ll have the usual: how restaurant brand image, loyalty, and satisfaction keep customers coming back. Journal of Product and Brand Management, 27(6), 599–614. https://doi.org/10.1108/JPBM-10-2017-1610
Ghorbanzadeh, D., & Rahehagh, A. (2021). Emotional brand attachment and brand love: the emotional bridges in the process of transition from satisfaction to loyalty. Rajagiri Management Journal, 15(1), 16–38. https://doi.org/10.1108/ramj-05-2020-0024
Gössling, S. (2020). Risks, resilience, and pathways to sustainable aviation: A COVID-19 perspective. Journal of Air Transport Management, 89. https://doi.org/10.1016/j.jairtraman.2020.101933
Ho, C. W. (2014). Consumer behavior on facebook does consumer participation bring positive consumer evaluation of the brand? EuroMed Journal of Business, 9(3), 252–267. https://doi.org/10.1108/EMJB-12-2013-0057
Hollebeek, L. D., Juric, B., & Ilic, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. In Article in Journal of Service Research (Vol. 24). https://www.researchgate.net/publication/285726483
Junaidi, F., Suwandi, S., Saddhono, K., & Wardani, N. E. (2022). Improving Students’ Social Intelligence Using Folktales during the Covid-19 Pandemic. International Journal of Instruction, 15(3), 209–228. https://doi.org/10.29333/iji.2022.15312a
Krystallis, A., & Chrysochou, P. (2014). The effects of service brand dimensions on brand loyalty. Journal of Retailing and Consumer Services, 21(2), 139–147. https://doi.org/10.1016/J.JRETCONSER.2013.07.009
Makri, K., Papadas, K. K., & Schlegelmilch, B. B. (2019). Global-local consumer identities as drivers of global digital brand usage. International Marketing Review, 36(5), 702–725. https://doi.org/10.1108/IMR-03-2018-0104
Nyamekye, M. B., Adam, D. R., Boateng, H., & Kosiba, J. P. (2023). Place attachment and brand loyalty: the moderating role of customer experience in the restaurant setting. International Hospitality Review, 37(1), 48–70. https://doi.org/10.1108/ihr-02-2021-0013
Ong, K. S., Nguyen, B., & Syed Alwi, S. F. (2017). Consumer-based virtual brand personality (CBVBP), customer satisfaction and brand loyalty in the online banking industry. International Journal of Bank Marketing, 35(3), 370–390. https://doi.org/10.1108/IJBM-04-2016-0054
Pandiangan, K., Dwi Atmogo, Y., & Author, C. (2021). FAKTOR-FAKTOR YANG MEMPENGARUHI BRAND EQUITY: BRAND TRUST, BRAND IMAGE, PERCEIVED QUALITY, & BRAND LOYALTY. 2(4). https://doi.org/10.31933/jimt.v2i4
Rose, S., Clark, M., Samouel, P., & Hair, N. (2012). Online Customer Experience in e-Retailing: An empirical model of Antecedents and Outcomes. Journal of Retailing, 88(2), 308–322. https://doi.org/10.1016/J.JRETAI.2012.03.001
Sashi, C. M. (2012). Customer engagement, buyer-seller relationships, and social media. Management Decision, 50(2), 253–272. https://doi.org/10.1108/00251741211203551
Sasmita, J., & Mohd Suki, N. (2015). Young consumers’ insights on brand equity: Effects of brand association, brand loyalty, brand awareness, and brand image. International Journal of Retail and Distribution Management, 43(3), 276–292. https://doi.org/10.1108/IJRDM-02-2014-0024
Vivek, S. D., Beatty, S. E., Dalela, V., & Morgan, R. M. (2014). A Generalized Multidimensional Scale for Measuring Customer Engagement. Journal of Marketing Theory and Practice, 22(4), 401–420. https://doi.org/10.2753/MTP1069-6679220404
Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer Engagement: Exploring Customer Relationships Beyond Purchase. Journal of Marketing Theory and Practice, 20(2), 122–146. https://doi.org/10.2753/MTP1069-6679200201
Wati, R., Andriyani, N., & Susilowati, T. (2022). Delivery Order Information System in Raya Family Restaurant Based on Android Application. International Journal of Information Technology & Computer Engineering (IJITC) ISSN : 2455-5290, 2(03), 25–35. https://doi.org/10.55529/IJITC23.25.35
Published
2024-06-30
Section
Articles
Copyright (c) 2024 Anggito Hartono, Roby Cahyono, Willy Arafah
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
