Pengaruh Kepercayaan Merek Dan Citra Merek Terhadap Loyalitas Merek Indomie
Abstract
popular of them is the Indomie. Indomie’s brand is very popular in Indonesia which shows that Indomie has a good brand trust and brand image in the minds of customers. Indomie also has very loyal customers who have consumed Indomie for years. This shows that Indomie's brand loyalty has also been embedded in the hearts of customers. Therefore, this study aims to determine the effect of brand trust and brand image on Indomie's brand loyalty. A total of 300 people comprised of 75 consumers that buy instant noodles from four supermarkets in Bandung were selected as participants. The T-test results proposed hypotheses 1 and 2 that brand trust and image significantly affect Indomie's loyalty. Also, the F-test proposed hypothesis 3 that brand trust and brand image simultaneously influence Indomie’s brand loyalty by 53.2%. The linear regression equation as Y = 1.577 + 0.282 X1 + 0.385 X2 showed brand image coefficient is greater than brand trust. This indicates that Indomie is the most popular of all the instant noodles in Indonesia.
Keywords: Brand Image, Brand Loyalty, Brand Trust
References
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Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28, 195–211. https://doi.org/10.1177/0092070300282002
Aaker, D. A., & Equity, M. B. (1991). Capitalizing on the Value of a Brand Name. New York, 28(1), 35–37.
Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of Marketing, 69(3), 19–34. https://doi.org/10.1509/jmkg.69.3.19.66363
Anwar, A., Gulzar, A., Sohail, F. Bin, & Akram, S. N. (2011). Impact of brand image, trust and affect on consumer brand extension attitude: the mediating role of brand loyalty. International Journal of Economics and Management Sciences, 1(5), 73–79.
Burmann, C., Schaefer, K., & Maloney, P. (2008). Industry image: Its impact on the brand image of potential employees. Journal of Brand Management, 15, 157–176. https://doi.org/10.1057/palgrave.bm.2550112
Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17, 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
Chi, H. K., Yeh, H. R., & Yang, Y. T. (2009). The impact of brand awareness on consumer purchase intention: The mediating effect of perceived quality and brand loyalty. The Journal of International Management Studies, 4(1), 135–144.
Chiou, J.-S., & Droge, C. (2006). Service quality, trust, specific asset investment, and expertise: Direct and indirect effects in a satisfaction-loyalty framework. Journal of the Academy of Marketing Science, 34(4), 613–627. https://doi.org/10.1177/0092070306286934
Delgado‐Ballester, E., & Munuera‐Alemán, J. L. (2001). Brand trust in the context of consumer loyalty. European Journal of Marketing, 35(11/12), 1238–1258. https://doi.org/10.1108 /EUM0000000006475
Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer–seller relationships. Journal of Marketing, 61(2), 35–51. https://doi.org/10.2307/1251829
Fournier, S., & Yao, J. L. (1997). Reviving brand loyalty: A reconceptualization within the framework of consumer-brand relationships. International Journal of Research in Marketing, 14(5), 451–472. https://doi.org/10.1016/S0167-8116(97)00021-9
Hsieh, A., & Li, C. (2008). The moderating effect of brand image on public relations perception and customer loyalty. Marketing Intelligence & Planning, 26(1), 26–42. https://doi.org/10.1108/02634500810847138
Iversen, N. M., & Hem, L. E. (2008). Provenance associations as core values of place umbrella brands: A framework of characteristics. European Journal of Marketing, 42(5/6), 603–626. https://doi.org/626. 10.1108/03090560810862534
Jevons, C., & Gabbott, M. (2000). Trust, brand equity and brand reality in internet business relationships: an interdisciplinary approach. Journal of Marketing Management, 16(6), 619–634. https://doi.org/10.1362/026725700785045967
Jung, L. H., & Soo, K. M. (2012). The effect of brand experience on brand relationship quality. Academy of Marketing Studies Journal, 16(1), 87.
Juntunen, M., Juntunen, J., & Juga, J. (2011). Corporate brand equity and loyalty in B2B markets: A study among logistics service purchasers. Journal of Brand Management, 18, 300–311. https://doi.org/10.1057/bm.2010.43
Kapferer, J.-N. (1997). Strategic brand management: Creating and sustaining brand equity long term. London: Kogan Page.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22. https://doi.org/10.2307/1252054
Keller, K. L. (2001). Building customer-based brand equity: A blueprint for creating strong brands.
Keller, K. L. (2003). Strategic branding management: building measuring, and managing brand equity.
Kotler, P., Keller, K. L., Manceau, D., & Dubois, B. (2016). Marketing Management, 15e édition. NewJersy. Pearson Education. Loomes, G. & Sugden.
Lin, M.-Q., & Lee, B. C. Y. (2012). The influence of website environment on brand loyalty: Brand trust and brand affect as mediators. International Journal of Electronic Business Management, 10(4), 308.
Mao, J. (2010). Customer brand loyalty. International Journal of Business and Management, 5(7), 213. https://doi.org/10.5539/ijbm.v5n7p213
Martinez, E., & Pina, J. M. (2003). The negative impact of brand extensions on parent brand image. Journal of Product & Brand Management, 12(7), 432–448. https://doi.org/10.1108/10610420310506001
McAllister, D. J. (1995). Affect-and cognition-based trust as foundations for interpersonal cooperation in organizations. Academy of Management Journal, 38(1), 24–59. https://doi.org/10.2307/256727
Michel, G., & Rieunier, S. (2012). Nonprofit brand image and typicality influences on charitable giving. Journal of Business Research, 65(5), 701–707. https://doi.org/10.1016/j.jbusres.2011.04.002
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38. https://doi.org/10.2307/1252308
Napoli, J., Dickinson, S. J., Beverland, M. B., & Farrelly, F. (2014). Measuring consumer-based brand authenticity. Journal of Business Research, 67(6), 1090–1098. https://doi.org/10.1016/j.jbusres.2013.06.001
Ogba, I., & Tan, Z. (2009). Exploring the impact of brand image on customer loyalty and commitment in China. Journal of Technology Management in China, 4(2), 132–144. https://doi.org/10.1108/17468770910964993
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(4_suppl1), 33–44. https://doi.org/10.2307/1252099
Oliver, R. L., Rust, R. T., & Varki, S. (1997). Customer delight: foundations, findings, and managerial insight. Journal of Retailing, 73(3), 311–336. https://doi.org/10.1016/S0022-4359(97)90021-X
Persson, N. (2010). An exploratory investigation of the elements of B2B brand image and its relationship to price premium. Industrial Marketing Management, 39(8), 1269–1277. https://doi.org/10.1016/j.indmarman.2010.02.024
Rauyruen, P., & Miller, K. E. (2007). Relationship quality as a predictor of B2B customer loyalty. Journal of Business Research, 60(1), 21–31. https://doi.org/10.1016/ j.jbusres.2005.11.006
Roberts, K. (2005). Lovemarks: The future beyond brands. Powerhouse books.
Rousseau, D. M., Sitkin, S. B., Burt, R. S., & Camerer, C. (1998). Not so different after all: A cross-discipline view of trust. Academy of Management Review, 23(3), 393–404. https://doi.org/10.5465/AMR.1998.926617
Salinas, E. M., & Pérez, J. M. P. (2009). Modeling the brand extensions’ influence on brand image. Journal of Business Research, 62(1), 50–60. https://doi.org/10.1016 /j.jbusres.2008.01.006
Schoorman, F. D., Mayer, R. C., & Davis, J. H. (2007). An integrative model of organizational trust: Past, present, and future. In Academy of Management review (Vol. 32, Issue 2, pp. 344–354). Academy of Management Briarcliff Manor, NY 10510. https://doi.org/10.2307/20159304
Wang, Y. D., & Emurian, H. H. (2005). An overview of online trust: Concepts, elements, and implications. Computers in Human Behavior, 21(1), 105–125. https://doi.org/10.1016/j.chb.2003.11.008
Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28, 195–211. https://doi.org/10.1177/0092070300282002
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2024-03-07
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