Pengaruh Brand Awareness dan Brand Image serta Word Of Mouth terhadap Brand Trust dan Pembentukan Brand Loyalty pada Pelanggan Cbezt Friedchiken Kecamatan Genteng Banyuwangi
Abstract
Cbezt friedchiken implements marketing strategies that match the products produced with the goal of growing brand loyalty so that longterm is expected to add loyal customers as well as revenue. This study aims to determine the effect of brand awareness, brand image and world of mouth to brand trust and brand loyalty to Cbezt fried Chiken customers. sub district Genteng Banyuwangi. The research method used is explanatory research, analysis tool used path analysis with sample 50 respondents. The results of the analysis obtained the answer that the independent variables that have the strongest influence on brand loyalty variables through variable intervening brand trust is variable word of mouth.
Keywords: brand awareness, brand image, word of mounth, brand trust, brand loyalty
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Aktualita, Vol. 3 No. 1, Juni 2014. Program Studi Manajemen Universitas Pelita Harapan Surabaya.
Aaker, D. A. 2000. Managing Brand Equity: Capitalizing On The Value Of A Brand Name. New York: Free Press
B, Alfian. 2012. Pengaruh Citra Merek (Brand Image) Terhadap Pengambilan Keputusan Pembelian Mobil Toyota Kijang Innova pada PT. Hadji Kalla cabang Polman. Fakultas Ekonomi dan Bisnis Universitas Hasanuddin. Makasar.
Bastian, Danny Alexander. 2014. Analisa Pengaruh Citra Merek (Brand Image) dan Kepercayaan Merek (Brand Trust) Terhadap Loyalitas Merek (Brand Loyalty) ADES PT. Ades Alfindo Putra Setia. Jurnal Manajemen Pemasaran Petra Vol. 2, No. 1, p.1 – 9. Universitas Kristen Petra. Surabaya.
Cone, J. D., & Foster, S.L. 1993. Dissertations and theses from start to finish: Psychology and related fields. Washington, DC: American Psychological Association.
Durianto, Darmadi, Sugiarto, dan Toni Sitinjak. 2001. Strategi Menaklukan Pasar melalui Riset Ekuitas dan Perilaku Merek. Jakarta: PT. Gramedia Pustaka Utama.
Hardjanti, Adiati. 2011. Peran Brand Image, Trust, dan Awareness Terhadap Behavioral Intention Melalui Brand Preference, Customer Perceived Value dan Satisfaction. Jurnal Bisnis dan Akuntansi Vol. 13, No.2, Agustus 2011 p.81 – 92. Fakultas Ekonomi Universitas Trisakti. Jakarta
Herdana, Auditya. 2015. Analisis Pengaruh Kesadaran Merek (Brand Awareness) Pada Produk Asuransi Jiwa Prudential Life Assurance (Studi Pada Pru Passion Agency Jakarta). Jurnal Riset Bisnis dan Manajemen Vol.3 ,No.1, 2015:1-18.
Jansen, Bernard J., Mimi Zhang, Kate Sobel, dan Abdur Chowdury, 2009, Twitter Power:Tweets as ElectronicWord of Mouth, JOURNAL OF THE AMERICAN SOCIETY FOR INFORMATION SCIENCE AND TECHNOLOGY, 60(11):2169–2188, 2009
Keller. 2003. How To Manage Brand Equty. Jakarta: gramedia pustaka.
Lau, Geok Theng dan Sook Han Lee. 1999. Consumer Trust in a Brand and the Link to Brand Loyalty. Journal of Market Focused Management, Vol. 4.
O'guinn, C et al. 2009. Advertising. Ohio: South-Western College Publisher.
Rangkuti, Freddy. 2002. The power of brands: Teknik mengelola Brand equity dan Strategy pengembangan merk plus analis Kasus dengan SPSS. Jakarta, Gramedia Pustaka Utama.
Rizan, Mohammad, dkk. 2012. Pengaruh Brand Image dan Brand Trust Terhadap Brand Loyalty Teh Botol Sosro (Survei Konsumen Teh Botol Sosro di Food Court ITC Cempaka Mas, Jakarta timur). Jurnal Riset Manajemen Sains Indonesia (JRMSI) |Vol. 3, No. 1, 2012
Samuel, Hatane. Lianto, Adi Suryanata. 2014. Analisis eWOM, Brand Image, Brand Trust Dan Minat Beli Produk Smartphone Di Surabaya. Jurnal Manajemen Pemasaran, Vol. 8, No. 2, Oktober 2014 p.47 – 54. Fakultas Ekonomi Universitas Kristen Petra. Surabaya
Setiadi, N. J. 2003. Perilaku Konsumen : Konsep dan Implikasi untuk Strategi dan Penelitian Pemasaran. Jakarta: Prenada Media
Sugiyono. 2008. Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Penerbit Alfabeta.
Tingkir, F.C. 2014,â€Pengaruh identitas merek terhadap loyalitas merek melalui citra merek dan kepercayaan merek Toyotaâ€, Jurnal manajemen pemasaran, Vol. 8, No. 2,pp.62-69.
Tjiptono, Fandy. 2000. Strategi Pemasaran. Yogyakarta: Penerbit Andi.
Published
2018-05-29
Section
Articles
