BUILDING BRAND LOYALTY THROUGH E-BRAND EXPERIENCE AND PERCEIVED VALUE
Abstract
Tujuan Riset ini yakni untuk mengkaji pengaruh E-Brand Experience dan Perceived Value terhadap Brand Loyalty pelanggan Bitterweet by Najla. Peneliti melakukan pendekatan kuantitatif dengan metode survei dan metode Regresi Linier Berganda. Data penelitian dikumpulkan melalui kuesioner yang disebarkan secara online. Variabel diukur melalui angket yang memakai skoring model Liker. Sampel ditentukan melalui metode Non Probability Sampling uakni teknik sampel jenuh (Sensus) yang jumlah respondennya ada 75 orang. Hasil riset menunjukkan bahwa tidak terdapat pengaruh E-Brand Experience terhadap Brand Loyalty, sementara itu terdapat pengaruh yang signifikan Perceived Value terhadap Brand Loyalty.
References
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https://www.instagram.com/bittersweet_by_najla/?hl=id
https://www.kompas.com/food/read/2021/02/08/190700075/kisah-sukses-bittersweet-by-najla-bisnis-rumahan-jadi-punya-banyak-reseller?page=all
Aaker, A. David. 1991. Managing Brand Equity: Bapitalizing On The Value Of Brand Name, New York: The Free Press.
Anderson, R. E., dan Srinivasan, S. S. 2003. E-Satisfaction and E-Loyalty: A Contingency Framework. Psychology & Marketing, Vol. 20, No. 2, 123-137.
Andreas Agung, 2020. The Fundamental of Digital Marketing.
Ardian Bayu Gustiko & Ibnu Widiyanto. 2015. Studi tentang Loyalitas Merk. Diponegoro Journal of Management, Volume 4, Nomor 2, Tahun 2015, Hal 1-13 ISSN (Online): 2337-3792.
Atchariyachanvanich, K., Okada, H., and Sonehara, N. 2006. What Keeps Online Customers Repurchasing through the Internet? ACM SIGecom Exchanges, Vol. 6, No. 2, page 48-57.
Ballester, E.D. dan Aleman. K.L.M., 2005. Does Brand Trust Matter to Brand Equity? Journal of product & Brand Management, Vol. 14, No. 3.
Brakus, J.J., Schmitt, B.H & Zarantonello, L. 2009. Brand Experience: What is it? How is it Meassured? Does it Affect Loyalty? Journal of Marketing, 73(2).
Engel, J.F, Blackwell, Rd, and Miniard, DW. 1990. Perilaku Konsumen Jilid 1 (Boediono. Terjemahan). Jakarta: Bina Rupa Aksara.
Flávio Adriano Pires Fernandes. 2017. Perceived value of buying tourism services through an Online Travel Agency. Thesis Faculdade De Engenharia, Universidade Do Porto, Portugal.
Hatane Semuel & Reynaldi Susanto Putra. 2018. Brand Experience, Brand Commitment, dan Brand Loyalty Pengguna Apple Iphone di Surabaya. Jurnal Manajemen Pemasaran, Vol. 12, No. 2, Oktober 2018, 69─76. ISSN 1907-235X / e-ISSN 2597-615X.
Nguyen Hong Quana, et all. 2020. The influence of website brand equity, e-brand experience on e-loyalty: The mediating role of e-satisfaction. Management Science Letters 10 (2020) 63–76.
Kotler P. & Keller, K.L. 2009. Manajemen Pemasaran 13 (1) Erlangga, Jakarta.
Kotler P & Amstrong G. 2014. Principles of Marketing 14, New Jersey: Pearson Prentice Hall.
Philip Kotler. 2002. Manajemen Pemasaran, Edisi Millenium, Jilid 2, PT Prenhallindo, Jakarta.
Philip Kotler dan Kevin L. Keller. 2006. Manajemen Pemasaran edisi ke 12 Jilid ke 1. New Jersey, Indeks.
Philip Kotler, et all, 2020. MARKETING 4.0 Moving from Tradisional to Digital. John Wiley & Sons, Inc.
Ratih Anggoro Wilis, et all, 2020. The effect of E-Service Quality, E-Trust, Price and Brand Image Towards E-Satisfaction and Its Impact on E-Loyalty of Traveloka's Customer. Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Vol. 4 No. 3, 2020. P-ISSN; 2541-5255 E-ISSN: 2621-5306.
Sarippudin, A., Fitriani, I. D., & Zulkarnaen, W. (2019). Pengaruh Citra Merek (Brand Image) Terhadap Proses Keputusan Pembelian Handphone Samsung Di Itc Kebon Kalapa Bandung. Jurnal SEMAR: Sain Ekonomi Manajemen & Akuntansi Riviu, 1(3), 42-51.
Seonjeong (Ally) Lee, et all. 2014. Enhancing online brand experiences: An application of congruity theory. International Journal of Hospitality Management Volume 40, July 2014, Pages 49-58.
SeyedReza AghaSeyedHosseini, et all. 2021. The role of brand experience in customer satisfaction and customer loyalty in Ayandeh Bank branches in Tehran. African Journal of Marketing Management. Vol. 13(1), pp. 1-11, January-June 2021 DOI: 10.5897/AJMM2020.0666.
Simon Kingsnorth. 2016. Digital Marketing Strategy: An Integrated Approach to Online Marketing 2nd Edition, Kogan Page Limited.
Sugiono. 2017. Metodologi Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta.
Terence A. Shrimp. Integrated Marketing Communication in Advertising and Promotion.
Yen, Y.S. 2010. Can perceived risks affect the relationship of switching costs and customer loyalty in e-commerce? Internet Research. Vol. 20 No. 2, pp. 210-224, 2010.
Yirui Shen. 2018. How to Improve Customer Loyalty to Online Travel Agencies - A Research on Expedia, An Online Travel Booking Platform. Thesis Department of Business Studies Uppsala University, 2018.
Zalfa Laili Hamzah et all. 2014. Designing corporate brand experience in an online context: A qualitative insightI. Journal of Business Research 67 (2014) 2299-2310.
Zeithaml, V. A., Bitner, M. J., & Gremier, D. D. 2009. Services Marketing. New York: Mc Graw Hill.
Zeithaml, V. A., Parasuraman, A., and Malhotra, A. 2012. Service Quality Delivery Through Web Sites: A Critical Review of Extant Knowledge. Journal of the academy of marketing science.
https://www.instagram.com/bittersweet_by_najla/?hl=id
https://www.kompas.com/food/read/2021/02/08/190700075/kisah-sukses-bittersweet-by-najla-bisnis-rumahan-jadi-punya-banyak-reseller?page=all
Published
2021-09-25
How to Cite
Wilis, R., Puri, P. A., Nurhasanah, S., & David, M. (2021). BUILDING BRAND LOYALTY THROUGH E-BRAND EXPERIENCE AND PERCEIVED VALUE. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 5(3), 773-790. https://doi.org/10.31955/mea.v5i3.1502
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Articles
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