THE INFLUENCE OF SHOPEE BRAND LEADERSHIP ON CUSTOMER LOYALTY WITH CUSTOMER SATISFACTION AS INTERVENING VARIABLE
Abstrak
Penelitian ini ditujukan untuk menjelaskan bagaimana brand leadership Shopee dan bagaimana tingkat kepuasan konsumen dan loyalitas pelanggan melalui aplikasi Shopee. Dan juga bertujuan untuk melihat bagaimana kepuasan dan loyalitas dipengaruhi oleh kepemimpinan merek dan pengaruh kepemimpinan merek terhadap loyalitas yang dimediasi oleh variabel kepuasan. Metodologi penelitian yang dipakai dalam penelitian ini adalah metode kuantitatif dengan analisis kausal dan deskriptif. Data yang didapat untuk penelitian ini dikumpulkan dengan menggunakan kuesioner yang disebarkan kepada pengguna Shopee di Indonesia. Sebanyak 275 sampel dikumpulkan dan dianalisis menggunakan SmartPLS 3.0, juga menggunakan analisis deskriptif. Berdasarkan hasil analisis deskriptif, dimensi brand leadership, satisfaction, dan loyalty berada pada kategori baik. Hasil PLS-SEM menunjukkan kepemimpinan merek berpengaruh positif dan signifikan terhadap kepuasan. Variabel kualitas, nilai, dan kepuasan berpengaruh positif dan signifikan terhadap loyalitas, sedangkan keinovatifan dan popularitas tidak. Kepuasan juga memediasi hubungan antara kepemimpinan merek dengan loyalitas.
Referensi
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Alhaddad, A. (2015). Perceived quality, brand image and brand trust as determinants of brand loyalty. Journal of Research in Business and Management. Marketing and International Trade Department, Higher Institute of Business Administration (HIBA), 3(4), 1–8.
Amoroso, D. L., & Lim, R. A. (2015). Exploring the Personal Innovativeness Construct: The Roles of Ease of Use, Satisfaction and Attitudes. Asia Pacific Journal of Information Systems, 25(4), 662–685. https://doi.org/10.14329/apjis.2015.25.4.662
Anggoro Wilis, R., Ayuning Puri, P., Nurhasanah, S., David, M., & Kunci, K. (2021). Building Brand Loyalty Through E-Brand Experience and Perceived Value. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 5(3), 2021.
Bayu, D. J. (2021, February 11). 10 E-commerce dengan Pengunjung Terbesar pada Kuartal IV 2020. Databoks.
Chang, Y., & Ko, Y. J. (2014). The brand leadership: Scale development and validation. Journal of Brand Management, 21(1), 63–80. https://doi.org/10.1057/bm.2013.23
Chang, Y., Ko, Y. J., & Leite, W. L. (2016). The effect of perceived brand leadership on luxury service WOM. Journal of Services Marketing, 30(6), 659–671. https://doi.org/10.1108/JSM-01-2015-0005
Chiu, W., & Cho, H. (2019). E-commerce brand: The effect of perceived brand leadership on consumers’ satisfaction and repurchase intention on e-commerce websites. Asia Pacific Journal of Marketing and Logistics, 33(6), 1339–1362. https://doi.org/10.1108/APJML-10-2018-0403
Dinni, S. R., Wibawa, B. M., & Apriyansyah, B. (2020). Eksplorasi Karakteristik Segmentasi Demografis dan Perilaku Berbelanja Ibu Rumah Tangga Melalui e-commerce di Indonesia. Jurnal Sains Dan Seni ITS, 9(2), 262–268.
El-Adly, M. I. (2019). Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty. Journal of Retailing and Consumer Services, 50(July 2018), 322–332. https://doi.org/10.1016/j.jretconser.2018.07.007
El-Adly, M. I., & Eid, R. (2016). An empirical study of the relationship between shopping environment, customer perceived value, satisfaction, and loyalty in the UAE malls context. Journal of Retailing and Consumer Services, 31(February 2018), 217–227. https://doi.org/10.1016/j.jretconser.2016.04.002
Filieri, R., & Lin, Z. (2017). The role of aesthetic, cultural, utilitarian and branding factors in young Chinese consumers’ repurchase intention of smartphone brands. Computers in Human Behavior, 67, 139–150. https://doi.org/10.1016/j.chb.2016.09.057
Frank, B., Torrico, B. H., Enkawa, T., & Schvaneveldt, S. J. (2014). Affect versus Cognition in the Chain from Perceived Quality to Customer Loyalty : The Roles of Product Beliefs and Experience. Journal of Retailing. https://doi.org/10.1016/j.jretai.2014.08.001
Ha, H., John, J., Janda, S., & Muthaly, S. (2011). The effects of advertising spending on brand loyalty in services. European Journal of Marketing, 45(4), 673–691. https://doi.org/10.1108/03090561111111389
Ha, H. Y., & Park, K. H. (2012). Effects of perceived quality and satisfaction on brand loyalty in China: The moderating effect of customer orientation. African Journal of Business Management, 6(22), 6745–6753. https://doi.org/10.5897/ajbm12.236
Hsu, M., Chang, C., Chu, K., & Lee, Y. (2014). Determinants of repurchase intention in online group-buying : The perspectives of DeLone & McLean IS success model and trust. COMPUTERS IN HUMAN BEHAVIOR, 36, 234–245. https://doi.org/10.1016/j.chb.2014.03.065
Indrawati. (2015). Metode Penelitian Manajemen dan Bisnis Kovergensi Teknologi Komunikasi dan Informasi. Refika Aditama.
Indrawati. (2017). Perilaku Konsumen Individu. Refika Aditama.
Irawan, A. W., Yusufianto, A., Agustina, D., & Dean, R. (2020). LAPORAN SURVEI INTERNET APJII.
Jayani, D. H. (2019). Tren Pengguna E-Commerce Terus Tumbuh. Databoks. https://databoks.katadata.co.id/datapublish/2019/10/10/tren-pengguna-e-commerce-2017-2023
Jiang, L., Jun, M., & Yang, Z. (2015). Customer-perceived value and loyalty : how do key service quality dimensions matter in the context of B2C. Service Business. https://doi.org/10.1007/s11628-015-0269-y
Joung, H. W., Choi, E. K., & Wang, E. (2016). Effects of Perceived Quality and Perceived Value of Campus Foodservice on Customer Satisfaction: Moderating Role of Gender. Journal of Quality Assurance in Hospitality and Tourism, 17(2), 101–113. https://doi.org/10.1080/1528008X.2015.1042620
Keshavarz, Y., & Jamshidi, D. (2018). Service quality evaluation and the mediating role of perceived value and customer satisfaction in customer loyalty. International Journal of Tourism Cities, 4(2), 220–244. https://doi.org/10.1108/IJTC-09-2017-0044
Kim, D. J. (2012). An investigation of the effect of online consumer trust on expectation, satisfaction, and post-expectation. Information Systems and E-Business Management, 10(2), 219–240. https://doi.org/10.1007/s10257-010-0136-2
Kim, E., Nicolau, J. L., & Tang, L. R. (2021). The Impact of Restaurant Innovativeness on Consumer Loyalty : The Mediating Role of Perceived Quality. Journal of Hospitality & Tourism Research, 1–25. https://doi.org/10.1177/1096348020985586
Kotler, P., & Armstrong, G. (2017). Principles of Marketing. Pearson.
Kotler, P., & Keller, K. L. (2016). Marketing Management (Fifteenth). Pearson.
Kuo, N. Te, Chang, K. C., Chen, Y. S., & Lai, C. H. (2012). How Service Quality Affects Customer Loyalty in the Travel Agency : The Effects of Customer Satisfaction , Service Recovery , and Perceived Value. Asia Pacific Journal of Tourism Research, September 2012, 37–41. https://doi.org/10.1080/10941665.2012.708352
Mandhachitara, R., & Poolthong, Y. (2011). A model of customer loyalty and corporate social responsibility. Journal of Services Marketing, 25(2), 122–133. https://doi.org/10.1108/08876041111119840
Marakanon, L., & Panjakajornsak, V. (2017). Kasetsart Journal of Social Sciences Perceived quality , perceived risk and customer trust affecting customer loyalty of environmentally friendly electronics products. Kasetsart Journal of Social Sciences, 38(1), 24–30. https://doi.org/10.1016/j.kjss.2016.08.012
Miller, K. W., & Mills, M. K. (2012). Contributing clarity by examining brand luxury in the fashion market. Journal of Business Research, 65(10), 1471–1479. https://doi.org/10.1016/j.jbusres.2011.10.013
Nurwulandari, A., & Maharani, S. (2021). Pengaruh Harga, Produk, Distribusi Dan Promosi Terhadap Kepuasan Konsumen Dan Dampaknya Pada Loyalitas Pelanggan Pada Kedai Kopi Coffee 19 Café (2020). Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 5(3), 465–493. http://www.journal.stiemb.ac.id/index.php/mea/article/view/1539
Pappu, R., & Quester, P. G. (2016). How does brand innovativeness affect brand loyalty ? European Journal of Marketing, 50(1/2), 2–28. https://doi.org/10.1108/EJM-01-2014-0020
Shams, R., Alpert, F., & Brown, M. (2015). Consumer perceived brand innovativeness. European Journal of Marketing, 49(9/10), 1589–1615. https://doi.org/10.1108/EJM-05-2013-0240
Shanahan, T., Tran, T. P., & Taylor, E. C. (2019). Getting to know you: Social media personalization as a means of enhancing brand loyalty and perceived quality. Journal of Retailing and Consumer Services, 47(January 2018), 57–65. https://doi.org/10.1016/j.jretconser.2018.10.007
Silva, G. M., & Gonçalves, H. M. (2016). Causal recipes for customer loyalty to travel agencies : Differences between online and of fl ine customers. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2016.04.163
Sullivan, Y. W., & Kim, D. J. (2018). Assessing the effects of consumers’ product evaluations and trust on repurchase intention in e-commerce environments. International Journal of Information Management, 39(July 2017), 199–219. https://doi.org/10.1016/j.ijinfomgt.2017.12.008
Tuu, H. H., Olsen, S. O., & Linh, P. T. T. (2011). The moderator effects of perceived risk, objective knowledge and certainty in the satisfaction-loyalty relationship. Journal of Consumer Marketing, 28(5), 363–375. https://doi.org/10.1108/07363761111150017
Wahyono, & Nurjanah, U. (2020). Building Customer Loyalty through Strategy Experiential Marketing, Service Quality, and Customer Satisfaction. Management Analysis Journal, 9(2). https://doi.org/https://doi.org/10.15294/maj.v9i2.39109
Wang, J., Du, J., Chiu, Y., & Li, J. (2018). Dynamic effects of customer experience levels on durable product satisfaction: Price and popularity moderation. Electronic Commerce Research and Applications, 28, 16–29. https://doi.org/10.1016/j.elerap.2018.01.002
Zhou, Z., & Zhang, Z. (Justin). (2019). Customer satisfaction of bicycle sharing: studying perceived service quality with SEM model. International Journal of Logistics Research and Applications, 22(5), 437–448. https://doi.org/10.1080/13675567.2018.1513468
Alhaddad, A. (2015). Perceived quality, brand image and brand trust as determinants of brand loyalty. Journal of Research in Business and Management. Marketing and International Trade Department, Higher Institute of Business Administration (HIBA), 3(4), 1–8.
Amoroso, D. L., & Lim, R. A. (2015). Exploring the Personal Innovativeness Construct: The Roles of Ease of Use, Satisfaction and Attitudes. Asia Pacific Journal of Information Systems, 25(4), 662–685. https://doi.org/10.14329/apjis.2015.25.4.662
Anggoro Wilis, R., Ayuning Puri, P., Nurhasanah, S., David, M., & Kunci, K. (2021). Building Brand Loyalty Through E-Brand Experience and Perceived Value. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 5(3), 2021.
Bayu, D. J. (2021, February 11). 10 E-commerce dengan Pengunjung Terbesar pada Kuartal IV 2020. Databoks.
Chang, Y., & Ko, Y. J. (2014). The brand leadership: Scale development and validation. Journal of Brand Management, 21(1), 63–80. https://doi.org/10.1057/bm.2013.23
Chang, Y., Ko, Y. J., & Leite, W. L. (2016). The effect of perceived brand leadership on luxury service WOM. Journal of Services Marketing, 30(6), 659–671. https://doi.org/10.1108/JSM-01-2015-0005
Chiu, W., & Cho, H. (2019). E-commerce brand: The effect of perceived brand leadership on consumers’ satisfaction and repurchase intention on e-commerce websites. Asia Pacific Journal of Marketing and Logistics, 33(6), 1339–1362. https://doi.org/10.1108/APJML-10-2018-0403
Dinni, S. R., Wibawa, B. M., & Apriyansyah, B. (2020). Eksplorasi Karakteristik Segmentasi Demografis dan Perilaku Berbelanja Ibu Rumah Tangga Melalui e-commerce di Indonesia. Jurnal Sains Dan Seni ITS, 9(2), 262–268.
El-Adly, M. I. (2019). Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty. Journal of Retailing and Consumer Services, 50(July 2018), 322–332. https://doi.org/10.1016/j.jretconser.2018.07.007
El-Adly, M. I., & Eid, R. (2016). An empirical study of the relationship between shopping environment, customer perceived value, satisfaction, and loyalty in the UAE malls context. Journal of Retailing and Consumer Services, 31(February 2018), 217–227. https://doi.org/10.1016/j.jretconser.2016.04.002
Filieri, R., & Lin, Z. (2017). The role of aesthetic, cultural, utilitarian and branding factors in young Chinese consumers’ repurchase intention of smartphone brands. Computers in Human Behavior, 67, 139–150. https://doi.org/10.1016/j.chb.2016.09.057
Frank, B., Torrico, B. H., Enkawa, T., & Schvaneveldt, S. J. (2014). Affect versus Cognition in the Chain from Perceived Quality to Customer Loyalty : The Roles of Product Beliefs and Experience. Journal of Retailing. https://doi.org/10.1016/j.jretai.2014.08.001
Ha, H., John, J., Janda, S., & Muthaly, S. (2011). The effects of advertising spending on brand loyalty in services. European Journal of Marketing, 45(4), 673–691. https://doi.org/10.1108/03090561111111389
Ha, H. Y., & Park, K. H. (2012). Effects of perceived quality and satisfaction on brand loyalty in China: The moderating effect of customer orientation. African Journal of Business Management, 6(22), 6745–6753. https://doi.org/10.5897/ajbm12.236
Hsu, M., Chang, C., Chu, K., & Lee, Y. (2014). Determinants of repurchase intention in online group-buying : The perspectives of DeLone & McLean IS success model and trust. COMPUTERS IN HUMAN BEHAVIOR, 36, 234–245. https://doi.org/10.1016/j.chb.2014.03.065
Indrawati. (2015). Metode Penelitian Manajemen dan Bisnis Kovergensi Teknologi Komunikasi dan Informasi. Refika Aditama.
Indrawati. (2017). Perilaku Konsumen Individu. Refika Aditama.
Irawan, A. W., Yusufianto, A., Agustina, D., & Dean, R. (2020). LAPORAN SURVEI INTERNET APJII.
Jayani, D. H. (2019). Tren Pengguna E-Commerce Terus Tumbuh. Databoks. https://databoks.katadata.co.id/datapublish/2019/10/10/tren-pengguna-e-commerce-2017-2023
Jiang, L., Jun, M., & Yang, Z. (2015). Customer-perceived value and loyalty : how do key service quality dimensions matter in the context of B2C. Service Business. https://doi.org/10.1007/s11628-015-0269-y
Joung, H. W., Choi, E. K., & Wang, E. (2016). Effects of Perceived Quality and Perceived Value of Campus Foodservice on Customer Satisfaction: Moderating Role of Gender. Journal of Quality Assurance in Hospitality and Tourism, 17(2), 101–113. https://doi.org/10.1080/1528008X.2015.1042620
Keshavarz, Y., & Jamshidi, D. (2018). Service quality evaluation and the mediating role of perceived value and customer satisfaction in customer loyalty. International Journal of Tourism Cities, 4(2), 220–244. https://doi.org/10.1108/IJTC-09-2017-0044
Kim, D. J. (2012). An investigation of the effect of online consumer trust on expectation, satisfaction, and post-expectation. Information Systems and E-Business Management, 10(2), 219–240. https://doi.org/10.1007/s10257-010-0136-2
Kim, E., Nicolau, J. L., & Tang, L. R. (2021). The Impact of Restaurant Innovativeness on Consumer Loyalty : The Mediating Role of Perceived Quality. Journal of Hospitality & Tourism Research, 1–25. https://doi.org/10.1177/1096348020985586
Kotler, P., & Armstrong, G. (2017). Principles of Marketing. Pearson.
Kotler, P., & Keller, K. L. (2016). Marketing Management (Fifteenth). Pearson.
Kuo, N. Te, Chang, K. C., Chen, Y. S., & Lai, C. H. (2012). How Service Quality Affects Customer Loyalty in the Travel Agency : The Effects of Customer Satisfaction , Service Recovery , and Perceived Value. Asia Pacific Journal of Tourism Research, September 2012, 37–41. https://doi.org/10.1080/10941665.2012.708352
Mandhachitara, R., & Poolthong, Y. (2011). A model of customer loyalty and corporate social responsibility. Journal of Services Marketing, 25(2), 122–133. https://doi.org/10.1108/08876041111119840
Marakanon, L., & Panjakajornsak, V. (2017). Kasetsart Journal of Social Sciences Perceived quality , perceived risk and customer trust affecting customer loyalty of environmentally friendly electronics products. Kasetsart Journal of Social Sciences, 38(1), 24–30. https://doi.org/10.1016/j.kjss.2016.08.012
Miller, K. W., & Mills, M. K. (2012). Contributing clarity by examining brand luxury in the fashion market. Journal of Business Research, 65(10), 1471–1479. https://doi.org/10.1016/j.jbusres.2011.10.013
Nurwulandari, A., & Maharani, S. (2021). Pengaruh Harga, Produk, Distribusi Dan Promosi Terhadap Kepuasan Konsumen Dan Dampaknya Pada Loyalitas Pelanggan Pada Kedai Kopi Coffee 19 Café (2020). Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 5(3), 465–493. http://www.journal.stiemb.ac.id/index.php/mea/article/view/1539
Pappu, R., & Quester, P. G. (2016). How does brand innovativeness affect brand loyalty ? European Journal of Marketing, 50(1/2), 2–28. https://doi.org/10.1108/EJM-01-2014-0020
Shams, R., Alpert, F., & Brown, M. (2015). Consumer perceived brand innovativeness. European Journal of Marketing, 49(9/10), 1589–1615. https://doi.org/10.1108/EJM-05-2013-0240
Shanahan, T., Tran, T. P., & Taylor, E. C. (2019). Getting to know you: Social media personalization as a means of enhancing brand loyalty and perceived quality. Journal of Retailing and Consumer Services, 47(January 2018), 57–65. https://doi.org/10.1016/j.jretconser.2018.10.007
Silva, G. M., & Gonçalves, H. M. (2016). Causal recipes for customer loyalty to travel agencies : Differences between online and of fl ine customers. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2016.04.163
Sullivan, Y. W., & Kim, D. J. (2018). Assessing the effects of consumers’ product evaluations and trust on repurchase intention in e-commerce environments. International Journal of Information Management, 39(July 2017), 199–219. https://doi.org/10.1016/j.ijinfomgt.2017.12.008
Tuu, H. H., Olsen, S. O., & Linh, P. T. T. (2011). The moderator effects of perceived risk, objective knowledge and certainty in the satisfaction-loyalty relationship. Journal of Consumer Marketing, 28(5), 363–375. https://doi.org/10.1108/07363761111150017
Wahyono, & Nurjanah, U. (2020). Building Customer Loyalty through Strategy Experiential Marketing, Service Quality, and Customer Satisfaction. Management Analysis Journal, 9(2). https://doi.org/https://doi.org/10.15294/maj.v9i2.39109
Wang, J., Du, J., Chiu, Y., & Li, J. (2018). Dynamic effects of customer experience levels on durable product satisfaction: Price and popularity moderation. Electronic Commerce Research and Applications, 28, 16–29. https://doi.org/10.1016/j.elerap.2018.01.002
Zhou, Z., & Zhang, Z. (Justin). (2019). Customer satisfaction of bicycle sharing: studying perceived service quality with SEM model. International Journal of Logistics Research and Applications, 22(5), 437–448. https://doi.org/10.1080/13675567.2018.1513468
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2022-09-25
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Pakutandang, F., & Indrawati, I. (2022). THE INFLUENCE OF SHOPEE BRAND LEADERSHIP ON CUSTOMER LOYALTY WITH CUSTOMER SATISFACTION AS INTERVENING VARIABLE. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 6(3), 130-150. https://doi.org/10.31955/mea.v6i3.2304
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