ANALISA FAKTOR-FAKTOR YANG MEMPENGARUHI KONSUMEN TERHADAP PEMBELIAN SEPATU BERMEREK DI KOTA BATAM
Abstract
Tujuan dari penelitian ini adalah untuk menguji berbagai faktor yang mempengaruhi keputusan konsumen untuk membeli sepatu bermerek. Variabel independen yang dipertimbangkan dalam penelitian ini meliputi kepuasan merek, persepsi kualitas, pengalaman merek, reputasi merek, dan citra merek, sedangkan variabel dependennya adalah loyalitas merek, dengan kepercayaan merek sebagai variabel mediasi. Untuk mengumpulkan data, pendekatan penelitian kuantitatif digunakan dengan menggunakan teknik purposive sampling. Besar sampel terdiri dari 384 atau lebih responden yang merupakan konsumen sepatu branded di Kota Batam. Sistem smart PLS digunakan sebagai metode analisis untuk penelitian ini. Temuan penelitian ini menghasilkan hasil yang beragam, menunjukkan korelasi yang kuat dan positif antara berbagai variabel. Misalnya, terdapat hubungan yang signifikan antara kepuasan merek dan kepercayaan merek, persepsi kualitas dan kepercayaan merek, pengalaman merek dan kepercayaan merek, serta reputasi merek dan kepercayaan merek. Namun tidak ditemukan hubungan signifikan antara citra merek dan kepercayaan merek. Selain itu, kepercayaan merek ditemukan memiliki dampak signifikan terhadap loyalitas merek.
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Susanti, C. E. (2020). The effect of brand reputation on brand loyalty through brand trust on yoga tourist destination in Ubud, Bali, Indonesia. Journal of Critical Reviews, 7(8), 1160–1165. https://doi.org/10.31838/jcr.07.08.242
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Yu, X., & Yuan, C. (2019). How consumers’ brand experience in social media can improve brand perception and customer equity. Asia Pacific Journal of Marketing and Logistics, 31(5), 1233–1251. https://doi.org/10.1108/APJML-01-2018-0034
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BPS. (2020). Penduduk Kota Batam Menurut Kelompok Umur dan Jenis Kelamin (Jiwa), 2018-2020. In Badan Pusat Statistik.
Esti, C., Yayasan, S., Mandala, W., Rahayu, M., Nilowardono, S., & Susanti, C. E. (2020). Effects of Perceived Quality and Social Media Marketing on Brand Loyalty through Brand Trust and Brand Love. 22(August), 20–29. https://doi.org/10.9790/487X-2208062029
Fathorrahman, Puspaningrum, A., & Suyono, J. (2020). Brand satisfaction, brand trust and brand loyalty. Proceedings of the International Conference on Industrial Engineering and Operations Management, 59(1996), 2708–2717.
Hasan, G., Manajemen, F. E., Batam, U. I., Kualitas, P., Persepsi, N., Merek, K., Merek, K., Merek, K., Quality, P., Value, P., Personality, B., Merek, K., Persepsi, K., Persepsi, N., Merek, K., & Merek, K. (2021). the Influence of Consumers in Purchasing Branded Shoes. 9, 38–46.
Huaman-Ramirez, R., & Merunka, D. (2019). Brand experience effects on brand attachment: the role of brand trust, age, and income. European Business Review, 31(5), 610–645. https://doi.org/10.1108/EBR-02-2017-0039
Jamshidi, D., & Rousta, A. (2021). Brand Commitment Role in the Relationship between Brand Loyalty and Brand Satisfaction: Phone Industry in Malaysia. Journal of Promotion Management, 27(1), 151–176. https://doi.org/10.1080/10496491.2020.1809596
Jawahir Gustav Rizal. (2021). Mengenal Apa Itu Generasi Baby Boomers, X, Y, Z, Millenials, dan Alpha. In Kompas.com.
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. https://doi.org/10.14254/2071-8330.2019/12-3/1
Kwan Soo Shin, S., Amenuvor, F. E., Basilisco, R., & Owusu-Antwi, K. (2019). Brand Trust and Brand Loyalty: A Moderation and Mediation Perspective. Current Journal of Applied Science and Technology, November, 1–17. https://doi.org/10.9734/cjast/2019/v38i430376
Kwon, J. H., Jung, S. H., Choi, H. J., & Kim, J. (2020). Antecedent factors that affect restaurant brand trust and brand loyalty: focusing on US and Korean consumers. Journal of Product and Brand Management, 30(7), 990–1015. https://doi.org/10.1108/JPBM-02-2020-2763
Lacap, J. P. G., & Tungcab, A. P. (2020). The influence of brand experience on brand loyalty among mobile phone users in pampanga, philippines: A mediation analysis. Asia-Pacific Social Science Review, 20(3), 17–31.
Ledikwe, A. (2020). Determinants of brand loyalty in the apparel industry: A developing country perspective. Cogent Business and Management, 7(1). https://doi.org/10.1080/23311975.2020.1787736
Marliawati, A., & Cahyaningdyah, D. (2020). Impacts the Brand of Experience and Brand Image on Brand Loyalty: Mediators Brand of Trust. Management Analysis Journal, 9(2), 140–151. https://doi.org/10.15294/maj.v9i2.36945
Meulati, A., Nabiliona, N., & Manaf, P. A. (2019). Factor influence brand trust: Evidence from e-commerce in Indonesia. International Journal of Recent Technology and Engineering, 8(2 Special Issue), 433–440.
Nandy. (2023). Merk Sepatu Terkenal di Indonesia dan di Dunia Terfavorit 2023.
Nasir, M., Sularso, A., Irawan, B., & Paramu, H. (2020). Brand Trust for Creating Brand Loyalty in Automotive Products. International Journal of Management, 11(06), 1237–1250. https://doi.org/10.34218/IJM.11.6.2020.113
Ngo, H. M., Liu, R., Moritaka, M., & Fukuda, S. (2020). Effects of industry-level factors, brand credibility and brand reputation on brand trust in safe food: evidence from the safe vegetable sector in Vietnam. British Food Journal, 122(9), 2993–3007. https://doi.org/10.1108/BFJ-03-2020-0167
Rahmatulloh, R., Yasri, Y., & Abror, A. (2019). The Influence of Brand Image and Perceived Quality on Brand Loyalty with Brand Trust as Mediator in PT Bank Syariah Mandiri. 64, 569–578. https://doi.org/10.2991/piceeba2-18.2019.38
Saragih, M. G., Surya, E. D., Rahayu, S., Harianto, H., 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. https://doi.org/10.32535/jicp.v2i3.655
Steven, W., Purba, J. T., Budiono, S., & Adirinekso, G. P. (2021). How product quality, brand image and price perception impact on purchase decision of running shoes? Proceedings of the International Conference on Industrial Engineering and Operations Management, 1289–1297.
Sukardi, M. (2023). makin-banyak-gen-z-pakai-barang-branded-kerjanya-apa.
Susanti, C. E. (2020). The effect of brand reputation on brand loyalty through brand trust on yoga tourist destination in Ubud, Bali, Indonesia. Journal of Critical Reviews, 7(8), 1160–1165. https://doi.org/10.31838/jcr.07.08.242
Villagra, N., Monfort, A., & Sánchez Herrera, J. (2021). The mediating role of brand trust in the relationship between brand personality and brand loyalty. Journal of Consumer Behaviour, 20(5), 1153–1163. https://doi.org/10.1002/cb.1922
Yu, X., & Yuan, C. (2019). How consumers’ brand experience in social media can improve brand perception and customer equity. Asia Pacific Journal of Marketing and Logistics, 31(5), 1233–1251. https://doi.org/10.1108/APJML-01-2018-0034
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Published
2024-01-12
How to Cite
Alex, A., & Putra, E. (2024). ANALISA FAKTOR-FAKTOR YANG MEMPENGARUHI KONSUMEN TERHADAP PEMBELIAN SEPATU BERMEREK DI KOTA BATAM. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(1), 210-231. https://doi.org/10.31955/mea.v8i1.3640
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