PENGARUH CITRA MEREK, KOMUNIKASI MEREK, KEPUASAN DAN PENGALAMAN MEREK TERHADAP LOYALITAS MEREK YANG DIMEDIASI OLEH KEPERCAYAAN MEREK
Abstract
This research is based on the influence of brand image, brand communication, satisfaction, and brand experience on brand loyalty mediated by brand trust in Innisfree cosmetic products from South Korea in Indonesia which is a cosmetic market with a valuation of USD 737 million in 2019. Through non-technical techniques probability sampling - judgmental sampling, the research sample is a woman with a minimum age of 18 years and using Innisfree brand of cosmetics. The sample size is based on Bahri & Zamzam (2014) which produces 120 samples. The results show that brand image, brand communication, satisfaction, brand experience have a significant effect on Innisfree brand trust. Furthermore, brand trust has a significant influence on Innisfree brand loyalty, when the mediating effect is given in the form of brand trust between brand image and brand loyalty, brand communication with brand loyalty, satisfaction with brand loyalty, and brand experience with brand loyalty provides support so that brand communication can be qualified mediator. This study has limitations, namely the characteristics of the respondents are only women who use Innisfree cosmetics. While it is possible that there are male consumers because Innisfree itself has products that are intended for men. Further research can use male respondents.
References
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Kruger, L. (2018). Brand loyalty: Exploring self-brand connection and brand experience. Journal of Product & Brand Management, 27(2), 172-184.
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Moradi, K., Bahreinizad, M., & Esmaeilpour, M. (2020). Brand communications and customer equity: The mediating role of brand knowledge and word of mouth ads. The Romanian Economic Journal. 22(78), 117-133.
Murtiningsih, D., Moeljadi., Noermijati., & Rofiaty. (2016). The Effect of Brand Trust and Brand Loyalty (Studies in The University of Budi Luhur Jakarta). International Journal of Business, Economics and Law, 11(2), 57-61.
Ngatno. (2017). Effect of brand communication and experience on loyalty: mediating effect of brand satisfaction and trust (Case study of customers of Inul Vista Karaoke, Semarang, Central Java, Indonesia). Archives of Business Research, 5(4), 55-67.
Nguyen, T.D., Barrett, N.J., & Miller, K.E. (2011). Brand loyalty in emerging markets, Marketing Intelligence and Planning, 29(3), 222-232.
Park, H., & Kim, Y.K. (2016). Proactive versus reactive apparel brands in sustainability: influences on brand loyalty, Journal of Retailing and Consumer Services, 29(2), 114-122.
Parmar, S.M. (2014). A study of brand loyalty for cosmetic products among youth, Management and Pharmacy. 3(6), 9-21.
Pizam, A., & Ellis, V. (2016). Customer satisfaction and its measurement in hospitality enterprises: A revisit and update. International Journal of Contemporary Hospitality Management, 28(1), 1-44.
Pratiwi, R.S., Salim, U., & Sunaryo. (2021). The effect of brand experience and perceived value on brand loyalty mediated by brand trust. Journal of Applied Management. 19(2), 310-318.
Ramirez, R.H., & Merunka, D. (2018). Brand experience effects on brand attachment: the role of brand trust, age, and income. European Business Review, 31(5), 610-645.
Rodiques, Y., & Rahanatha, G.B. (2018). Peran brand trust memediasi relasi brand image dengan brand loyalty (Studi pada konsumen Iphone di Kota Denpasar). E-Jurnal Manajemen Unud, 7(3), 1310-1338.
Sahin, A., Zehir, C., & Kitapci, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty: An empirical research on global brands. Procedia Social and Behavioral Science, 24, 1288-1301.
Saragih, M.G., Surya, E.D., Rahayu, S., Harianto., Harahap, R., & Widodo, S. (2019). Analysis of brand experience and brand satisfaction with brand loyalty through brand trust as a variable mediation. Journal of International Conference Proceedings. 2(3), 139-148.
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.
Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill-Building Approach. United Kingdom: John Wiley & Sons Ltd.
Syed Alwi, S.F., Nguyen, B., Melewar, T., Loh, Y.H., & Liu, M. (2016). Explicating industrial brand equity: Integrating brand trust, brand performance and industrial brand image. Industrial Management & Data Systems, 31(3), 1469-1487.
Zehir, C., Sahin, A., Kitapci, H., & Ozsahin, M. (2011). The effects of brand communication and service quality in building brand loyalty through brand trust: The empirical research on global brands. Procedia Social and Behavioral.
Agung, L., Rahmat, S.T, & Angga, N.D. (2019). The relationship of brand communication, brand image, and brand trust to brand loyalty of Samsung cellular phone product. Russian Journal of Agricultural and Socio-Economic Sciences, 4(88), 138-143.
Amberg, N., & Fogarassy, C. (2019). Green consumer behavior in the cosmetics market, Resources, 8(137), 1-19.
Amin, M., Isa, Z., & Fontaine, R. (2013). Contrasting the drivers of customer satisfaction on image, trust, and loyalty of Muslim and non-Muslim customers in Malaysia. International Journal of Bank Marketing, 31(2), 79-97.
Atulkar, S. (2020). Brand trust and brand loyalty in mall shoppers, Marketing Intelligence & Planning, 38(5), 559-572.
Azize, S., Cemal, Z., & Hakan, K. (2012). Does brand communication increase brand trust? the empirical research on global mobile phone brands, Social and Behavioral Science, 58, 1361-1369.
Bahri, S., & Zamzam, F. (2014). Model riset kuantitatif berbasis SEM AMOS. Yogyakarta: Deepublish.
Bisnis. (2019). Pertumbuhan Innisfree capai 70% di Indonesia. Diakses dari https://lifestyle.bisnis.com/read/20190719/220/1126271/pertumbuhan-innisfree-capai-70-di-indonesia-
Bisnis. (2021). Impor kosmetik aspal, GINSI usulkan 3 instrumen Lartas. Diakses dari https://ekonomi.bisnis.com/read/20210404/98/1376258/ impor-kosmetik-aspal-ginsi-usulkan-3-instrumen-lartas
Boonlertvanich, K. (2019). Service quality, satisfaction, trust, and loyalty: the moderating role of main-bank and wealth status. International Journal of Bank Marketing, 37(1), 278-302.
Bozbay, Z., & Baslar, E.K. (2020). Impact of brand trust on brand loyalty: mediating role of brand affect. Journal of Academic Reseacrh in Economics. 12(2), 247-259.
Chen-Yu, J., Cho, S., & Kincade, D. (2016). Brand perception and brand repurchase intent in online apparel shopping: An examination of brand experience, image congruence, brand affect, and brand trust, Journal of Global Marketing, 7(1), 30-44.
Chin-Huang, C. (2017). The impacts of brand experiences on brand loyalty: mediators of brand love and trust. Management Decision, 55(5), 610-645.
Chinomona, R. (2016). Brand communication, brand image and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa, African Journal of Economic and Management Studies, 7(1), 124-139.
Ghozali, I. (2017). Model persamaan struktural konsep dan aplikasi program AMOS 24. Semarang: Badan Penerbit Universitas Diponegoro.
Handriana, T., Yulianti, P., Kurniawati, M., Arina, N., Aisyah, R., Aryani, M., & Wandira, R. (2020). Purchase behavior of millennial female generation on halal cosmetic products, Journal of Islamic Marketing, 1-21.
Haron, R., Subar, N.A., Ibrahim, K. (2020). Service quality of Islamic banks: satisfaction, loyalty and the mediating role of trust. Islamic Economic Studies. 28(1), 3-23.
He, H., Li, Y., & Harris, L. (2012). Social identity perspective on brand loyalty, Journal of Business Research, 65(5), 648-657.
Hokky, L. A., & Bernarto, I. (2021). The role of brand trust and brand image on brand loyalty on Apple iPhone smartphone users in DKI Jakarta. Enrichment: Journal of Management, 12(1), 474-482.
Inews. (2019). Mengintip tren make-up Korea di Indonesia. Diakses dari https://www.inews.id/lifestyle/health/mengintip-tren-make-up-korea-di-indonesia
Innisfree (2020). https://www.innisfree.com/id/id/product/productList.do
Joshi, A., Kale, S., Chandel, S., & Pal, D.K. (2015). Likert Scale: Explored and Explained. British Journal of Applied Science & Technology, 7(4): 396-403.
Kala, D., & Chaubey, D.S. (2018). The effect of eWOM communication on brand image and purchase intention towards lifestyle products in India International Journal Services, Economics, and Management, 9(2), 143-157.
Kementerian Perindustrian. (2019). Perubahan gaya hidup dorong industri kosmetik. Diakses dari https://kemenperin.go.id/artikel/21460/Perubahan-Gaya-Hidup-Dorong-Industri-Kosmetik.
Khu, S., & Sukesi. (2020). Analysis of the effect of brand experience on brand loyalty through brand satisfaction and brand trust in Wakoel Rempah Restaurant Surabaya. Ekspektra: Jurnal Bisnis dan Manajemen. 4(1), 65-83.
Kim, R.B., & Chao, Y. (2019). Effects of brand experience, brand image and brand trust on brand building process: The case of Chinese millennial generation consumers. Journal of International Studies, 12(3), 9-21.
Kruger, L. (2018). Brand loyalty: Exploring self-brand connection and brand experience. Journal of Product & Brand Management, 27(2), 172-184.
Mabkhot, H.A., Shaari, H., & Salleh, Md. (2017). The influence of brand image and brand personality on brand loyalty, mediating by brand trust: An empirical study. Jurnal Pengurusan (UKM Journal of Management), 50, 71-82.
Marketeers. (2018). Cara Innisfree Pasarkan Kecantikan Korea. Diakses dari https://marketeers.com/cara-innisfree-pasarkan-kecantikan-korea/
Marketeers. (2020). Penjualan offline sempat terhenti amorepacifice alami penurunan profit. Diakses dari https://www.marketeers.com/penjualan-offline-sempat-terhenti-amorepacifice-alami-penurunan-profit/
Moradi, K., Bahreinizad, M., & Esmaeilpour, M. (2020). Brand communications and customer equity: The mediating role of brand knowledge and word of mouth ads. The Romanian Economic Journal. 22(78), 117-133.
Murtiningsih, D., Moeljadi., Noermijati., & Rofiaty. (2016). The Effect of Brand Trust and Brand Loyalty (Studies in The University of Budi Luhur Jakarta). International Journal of Business, Economics and Law, 11(2), 57-61.
Ngatno. (2017). Effect of brand communication and experience on loyalty: mediating effect of brand satisfaction and trust (Case study of customers of Inul Vista Karaoke, Semarang, Central Java, Indonesia). Archives of Business Research, 5(4), 55-67.
Nguyen, T.D., Barrett, N.J., & Miller, K.E. (2011). Brand loyalty in emerging markets, Marketing Intelligence and Planning, 29(3), 222-232.
Park, H., & Kim, Y.K. (2016). Proactive versus reactive apparel brands in sustainability: influences on brand loyalty, Journal of Retailing and Consumer Services, 29(2), 114-122.
Parmar, S.M. (2014). A study of brand loyalty for cosmetic products among youth, Management and Pharmacy. 3(6), 9-21.
Pizam, A., & Ellis, V. (2016). Customer satisfaction and its measurement in hospitality enterprises: A revisit and update. International Journal of Contemporary Hospitality Management, 28(1), 1-44.
Pratiwi, R.S., Salim, U., & Sunaryo. (2021). The effect of brand experience and perceived value on brand loyalty mediated by brand trust. Journal of Applied Management. 19(2), 310-318.
Ramirez, R.H., & Merunka, D. (2018). Brand experience effects on brand attachment: the role of brand trust, age, and income. European Business Review, 31(5), 610-645.
Rodiques, Y., & Rahanatha, G.B. (2018). Peran brand trust memediasi relasi brand image dengan brand loyalty (Studi pada konsumen Iphone di Kota Denpasar). E-Jurnal Manajemen Unud, 7(3), 1310-1338.
Sahin, A., Zehir, C., & Kitapci, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty: An empirical research on global brands. Procedia Social and Behavioral Science, 24, 1288-1301.
Saragih, M.G., Surya, E.D., Rahayu, S., Harianto., Harahap, R., & Widodo, S. (2019). Analysis of brand experience and brand satisfaction with brand loyalty through brand trust as a variable mediation. Journal of International Conference Proceedings. 2(3), 139-148.
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.
Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill-Building Approach. United Kingdom: John Wiley & Sons Ltd.
Syed Alwi, S.F., Nguyen, B., Melewar, T., Loh, Y.H., & Liu, M. (2016). Explicating industrial brand equity: Integrating brand trust, brand performance and industrial brand image. Industrial Management & Data Systems, 31(3), 1469-1487.
Zehir, C., Sahin, A., Kitapci, H., & Ozsahin, M. (2011). The effects of brand communication and service quality in building brand loyalty through brand trust: The empirical research on global brands. Procedia Social and Behavioral.
Published
2022-04-15
How to Cite
Widianti, W. (2022). PENGARUH CITRA MEREK, KOMUNIKASI MEREK, KEPUASAN DAN PENGALAMAN MEREK TERHADAP LOYALITAS MEREK YANG DIMEDIASI OLEH KEPERCAYAAN MEREK. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 6(1), 803-828. https://doi.org/10.31955/mea.v6i1.1954
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Articles
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