PENGARUH BRAND EQUITY TERHADAP BRAND LOYALTY YANG DIMEDIASI OLEH CUSTOMER SATISFACTION : STUDI KASUS PADA XIBOBA
Abstract
Pada era saat ini, makanan dan minuman menjadi kebutuhan pokok yang harus terpenuhi. Oleh karena itu bisnis di sektor makanan dan minuman menjadi salah satu faktor pertumbuhan pendapatan yang kuat selama beberapa tahun terakhir. BPS (Badan Pusat Statistik) menginformasikan bahwa industri makanan dan minuman mengalami peningkatan setiap tahunnya sebesar 8,56%. Dengan berkembangnya bisnis disektor makanan dan minuman menjadi salah satu tren bisnis, salah satunya adalah tren minuman boba. Indonesia telah meraih peringkat pertama pada pasar minuman boba di Asia Tenggara. Salah satu merek yang menawarkan minuman boba adalah Xiboba yang telah berdiri sejak 2019. Namun, berdasarkan data yang diperoleh, Xiboba masih berada di peringkat kedua setelah merek Chatime. Hal tersebut menunjukkan bahwa konsumen masih belum menjadikan Xiboba sebagai pilihan pertama dan belum terciptanya loyalitas merek dalam diri konsumen. Tujuan dilakukannya penelitian ini untuk mengetahui pengaruh Brand Equity terhadap Brand loyalty pada Xiboba, yang memiliki variabel intervening Customer satisfaction. Penelitian ini merupakan penelitian kuantitatif dengan mengumpulkan data melalui kuesioner dan menganalisis data dengan SEM-PLS yang diolah dengan software SmartPls 3.2.9. Pengambilan teknik sampling yang dilakukan ialah non-probability sampling dengan teknik purposive sampling. Oleh karena itu, sampel khusus yang dibutuhkan dalam penelitian ini adalah 385 responden. Hasil dari penelitian ini menjelaskan bahwa variabel Consumer Based Brand Equity (CBBE) yaitu Perceived quality, Perceived value of cost, Brand identification, Brand trust, dan Lifestyle-congruence memiliki pengaruh terhadap Customer satisfaction. Faktor yang memiliki pengaruh positif dan signifikan adalah Perceived quality dan Brand identification dengan T-Statistic sebesar 4.006 dan 3.623.
References
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Rather, R.A., Tehseen, S. and Parrey, S.H. (2018) ‘Promoting customer brand engagement and brand loyalty through customer brand identification and value congruity’, Spanish Journal of Marketing - ESIC, 22(3), pp. 321–341. Available at: https://doi.org/10.1108/SJME-06-2018-0030.
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Tzeng, J.Y. (2011) ‘Perceived values and prospective users’ acceptance of prospective technology: The case of a career eportfolio system’, Computers and Education, 56(1), pp. 157–165. Available at: https://doi.org/10.1016/j.compedu.2010.08.010.
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Widiaswara, T. and Sutopo (2017) ‘ANALISIS PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (Studi pada Pelanggan Air Minum Dalam Kemasan Club di Semarang)’, DIPONEGORO JOURNAL OF MANAGEMENT, 6(4), pp. 1–15. Available at: http://ejournal-s1.undip.ac.id/index.php/dbr.
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Aprillia, A. and Vidyanata, D. (2022) ‘Pengaruh Perceived Quality dan Perceived Value of Cost terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan pada Fresh.Co’, Jurnal Ilmiah Manajemen, 19(1). Available at: https://doi.org/10.29259/jmbt.v19i1.17758.
Bagasworo, W. (2017) ‘Pengaruh Customer Relationship Management dan Customer Experience Quality Ter-hadap Customer Loyalty Melalui Customer Satisfaction (Studi pada Konsumen di Tanamera Cafe Jakarta)’, Jurnal Ekonomi, Manajemen dan Perbankan, 3(2), pp. 89–99.
Basuki, T.I. (2017) ‘Pengaruh Brand Equity dan Brand Trust Terhadap Loyalitas Pelanggan Teh Botol Sosro di Kota Bandung’, Jurnal STEI Ekonomi, 6(2), pp. 235–265.
Bhattacharya, C.B. and Sen, S. (2003) Consumer-Company Identification: A Framework for Understanding Consumers’ Relationships with Companies, / Journal of Marketing.
Chandrawati, A.A. and Vidyanata, D. (2022) ‘Pengaruh Perceived Quality dan Perceived Value of Cost terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan pada Fresh.Co’, Jembatan : Jurnal Ilmiah Manajemen, 19(1), pp. 49–68. Available at: https://doi.org/10.29259/jmbt.v19i1.17758.
Christiawan, C. et al. (2021) ‘PENGARUH EKUITAS MEREK TERHADAP KEPUASAN KONSUMEN DAN LOYALITAS MEREK COFFEE SHOP DI SURABAYA’, Jurnal Manajemen Perhotelan, 7(2), pp. 93–103. Available at: https://doi.org/10.9744/jmhot.7.2.93-103.
Hafidz, G.P. and Muslimah, R.U. (2023) ‘PENGARUH KUALITAS LAYANAN, CITRA MEREK, KEPERCAYAAN PELANGGAN DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN PRODUK HERBALIFE’, Jurnal Ilmiah Manajemen Ekonomi dan Akuntansi, 7(1), pp. 253–274. Available at: https://doi.org/https://doi.org/10.31955/mea.v7i1.2912.
Hair, J.F. et al. (2021) Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. Cham: Springer International Publishing. Available at: https://doi.org/10.1007/978-3-030-80519-7.
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Kataria, S. and Saini, V. (2020) ‘The mediating impact of customer satisfaction in relation of brand equity and brand loyalty: An empirical synthesis and re-examination’, South Asian Journal of Business Studies, 9(1), pp. 62–87. Available at: https://doi.org/10.1108/SAJBS-03-2019-0046.
khan, M.T. (2013) ‘Customer Loyalty: Concept & Definition (A review)’, International Journal of Information, Business and Management, 5(3).
Kim, J., Lee, H. and Lee, J. (2020) ‘Smartphone preferences and brand loyalty: A discrete choice model reflecting the reference point and peer effect’, Journal of Retailing and Consumer Services, 52. Available at: https://doi.org/10.1016/j.jretconser.2019.101907.
Kock, N. (2021) WarpPLS User Manual: Version 7.0. Texas: ScriptWarp Systems.
Komunda, M. and Osarenkhoe, A. (2012) ‘Remedy or cure for service failure?: Effects of service recovery on customer satisfaction and loyalty’, Business Process Management Journal, 18(1), pp. 82–103. Available at: https://doi.org/10.1108/14637151211215028.
Lee, W.-K. and Park, J.-H. (2016) ‘The Roles of Brand Loyalty and Switching Costs in the Purchase of a New Smartphone’, The Journal of Information Systems, 25(1), pp. 183–200. Available at: https://doi.org/10.5859/kais.2016.25.1.183.
Liu, M.T. et al. (2017) ‘Applying consumer-based brand equity in luxury hotel branding’, Journal of Business Research, 81, pp. 192–202. Available at: https://doi.org/10.1016/j.jbusres.2017.06.014.
Long, M.M. and Schiffman, L.G. (2000) ‘Consumption values and relationships: Segmenting the market for frequency programs’, Journal of Consumer Marketing, 17(3), pp. 214–232. Available at: https://doi.org/10.1108/07363760010329201.
Mahmudan, A. (2022) Daftar Minuman Boba Favorit di Indonesia, Apa Saja?, DataIndonesia.id. Available at: https://dataindonesia.id/ragam/detail/daftar-minuman-boba-favorit-di-indonesia-apa-saja (Accessed: 15 December 2022).
Manthiou, A. et al. (2018) ‘The impact of brand authenticity on building brand love: An investigation of impression in memory and lifestyle-congruence’, International Journal of Hospitality Management, 75, pp. 38–47. Available at: https://doi.org/10.1016/j.ijhm.2018.03.005.
Nam, J., Ekinci, Y. and Whyatt, G. (2011) ‘Brand equity, brand loyalty and consumer satisfaction’, Annals of Tourism Research, 38(3), pp. 1009–1030. Available at: https://doi.org/10.1016/j.annals.2011.01.015.
Netemeyer, R.G. et al. (2004) ‘Developing and validating measures of facets of customer-based brand equity’, Journal of Business Research, 57(2), pp. 209–224. Available at: https://doi.org/10.1016/S0148-2963(01)00303-4.
Nugraha, A.P. and Indrawati (2017) ‘The Effect of Social Media Experiential Marketing Towards Customers’ Satisfaction (A Study in Chingu Korean Fan Cafe Bandung Indonesia)’, International Journal of Business and Administrative Studies, 3(2). Available at: https://doi.org/10.20469/ijbas.3.10002-2.
Oktiani, A. and Khadafi, R. (2018) ‘Pengaruh Brand Awareness dan Brand Image serta Word Of Mouth terhadap Brand Trust dan Pembentukan Brand Loyalty pada Pelanggan C’bezt Friedchiken Kecamatan Genteng Banyuwangi’, Journal of Economic, Bussines and Accounting (COSTING), 1(2), pp. 269–282. Available at: https://doi.org/10.31539/costing.v1i2.259.
Phau, I. et al. (2015) ‘A brief affair with underwear: Uniqueness and innovativeness in male underwear brand purchases’, Journal of Global Fashion Marketing, 6(3), pp. 222–235. Available at: https://doi.org/10.1080/20932685.2015.1032314.
Phau, I., Teah, M. and Chuah, J. (2015) ‘Consumer attitudes towards luxury fashion apparel made in sweatshops’, Journal of Fashion Marketing and Management, 19(2), pp. 169–187. Available at: https://doi.org/10.1108/JFMM-01-2014-0008.
Prasetio, A. et al. (2022) ‘The role of Instagram social media marketing activities and brand equity towards airlines customer response’, International Journal of Data and Network Science, 6(4), pp. 1195–1200. Available at: https://doi.org/10.5267/j.ijdns.2022.6.014.
Rather, R.A., Tehseen, S. and Parrey, S.H. (2018) ‘Promoting customer brand engagement and brand loyalty through customer brand identification and value congruity’, Spanish Journal of Marketing - ESIC, 22(3), pp. 321–341. Available at: https://doi.org/10.1108/SJME-06-2018-0030.
Salehzadeh, R. and Pool, J.K. (2017) ‘Brand Attitude and Perceived Value and Purchase Intention toward Global Luxury Brands’, Journal of International Consumer Marketing, 29(2), pp. 74–82. Available at: https://doi.org/10.1080/08961530.2016.1236311.
Sallam, M.A. (2014) ‘The Effects of Brand Image and Brand Identification on Brand Love and Purchase Decision Making: The Role of WOM’, International Business Research, 7(10). Available at: https://doi.org/10.5539/ibr.v7n10p187.
Samudro, A. et al. (2020) ‘Assessing the effects of perceived quality and perceived value on customer satisfaction’, Management Science Letters, pp. 1077–1084. Available at: https://doi.org/10.5267/j.msl.2019.11.001.
Shirazi, A., Lorestani, H.Z. and Mazidi, A.K. (2013) ‘Investigating the Effects of Brand Identity on Customer Loyalty from Social Identity Perspective’, Iranian Journal of Management Studies (IJMS), 6(2), pp. 153–178.
Supranto, J. and Limakrisna, N. (2011) Perilaku Konsumen & Strategi Pemasaran Untuk Memenangkan Persaingan Bisnis Edisi 2. Jakarta: Mitra Wacana Media.
Susanty, A. and Kenny, E. (2015) ‘The Relationship between Brand Equity, Customer Satisfaction, and Brand Loyalty on Coffee Shop: Study of Excelso and Starbucks’, ASEAN Marketing Journal, 7(1). Available at: https://doi.org/10.21002/amj.v7i1.4481.
Tampubolon, A.S. and Omar Sharif, O. (2022) ‘THE EFFECT OF INFORMATION QUALITY, SOCIAL PSYCHOLOGICAL DISTANCE, SENSE OF POWER & TRUST ON CUSTOMER PURCHASE INTENTION TOKOPEDIA CONSUMERS IN NUSA TENGGARA BARAT’, International Journal of Social Sciences and Management Review, 05(04), pp. 105–113. Available at: https://doi.org/10.37602/IJSSMR.2022.5409.
Tzeng, J.Y. (2011) ‘Perceived values and prospective users’ acceptance of prospective technology: The case of a career eportfolio system’, Computers and Education, 56(1), pp. 157–165. Available at: https://doi.org/10.1016/j.compedu.2010.08.010.
Walsh, G., Shiu, E. and Hassan, L.M. (2014) ‘Replicating, validating, and reducing the length of the consumer perceived value scale’, Journal of Business Research, 67(3), pp. 260–267. Available at: https://doi.org/10.1016/j.jbusres.2013.05.012.
Widiaswara, T. and Sutopo (2017) ‘ANALISIS PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (Studi pada Pelanggan Air Minum Dalam Kemasan Club di Semarang)’, DIPONEGORO JOURNAL OF MANAGEMENT, 6(4), pp. 1–15. Available at: http://ejournal-s1.undip.ac.id/index.php/dbr.
Zeithmal, V.A., Bitner, M.J. and Gremler, D.D. (2013) Services Marketing: Sixth Edition. New York: McGraw Hill.
Published
2023-06-13
How to Cite
Sucma, F., & Sugiat, M. (2023). PENGARUH BRAND EQUITY TERHADAP BRAND LOYALTY YANG DIMEDIASI OLEH CUSTOMER SATISFACTION : STUDI KASUS PADA XIBOBA. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(2), 406-427. https://doi.org/10.31955/mea.v7i2.3021
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