PENGARUH BRAND TRUST, PERCEIVED VALUE DAN CUSTOMER SATISFACTION TERHADAP BRAND LOYALTY MELALUI BRAND COMMITMENT PADA PENGGUNA PRODUK WARDAH
STUDI PADA MAHASISWA UNIVERSITAS NEGERI PADANG
Abstract
Studi ini ditujukan untuk menelaah dampak dari kepercayaan terhadap merek, persepsi nilai, dan kepuasan konsumen terhadap komitmen merek, serta meninjau peran komitmen merek sebagai variabel perantara pada konsumen produk Wardah (kasus pada mahasiswa Universitas Negeri Padang). Penelitian ini bersifat kausal, dengan populasi berupa mahasiswa Universitas Negeri Padang yang telah membeli produk Wardah sedikitnya dua kali. Responden penelitian ditentukan sebanyak 100 orang menggunakan rumus Cochran dan metode purposive sampling. Data primer dikumpulkan melalui kuesioner sebagai sumber utama. Analisis dilakukan dengan pendekatan SEM memakai software SmartPLS 4.0. Temuan mengindikasikan bahwa 1) kepercayaan merek berpengaruh signifikan pada loyalitas merek, 2) nilai persepsi berdampak signifikan pada loyalitas merek, 3) kepuasan pelanggan berkontribusi signifikan terhadap loyalitas merek, 4) kepercayaan merek memengaruhi komitmen merek secara signifikan, 5) nilai persepsi tidak berpengaruh signifikan terhadap komitmen merek, 6) kepuasan pelanggan berpengaruh signifikan terhadap loyalitas merek, 7) komitmen merek memberikan dampak positif pada loyalitas merek, 8) komitmen merek menjadi mediator antara kepercayaan merek dan loyalitas merek, 9) komitmen merek juga memediasi hubungan nilai persepsi dengan loyalitas merek, serta 10) komitmen merek memediasi kaitan antara kepuasan pelanggan dan loyalitas merek.
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Hamid, A., Natsir, M., & Darsono, J. T. (2022). Pengaruh Customer Trust dan Customer satisfaction Terhadap Brand loyalty Melalui E-WOM. Jurnal Sketsa Bisnis, 9(1), 102–113.
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Lau, G. T., & Lee, S. H. (1999). Consumers’ Trust in a Brand and the Link to Brand loyalty. Journal of Market-Focused Management, 4(4), 341–370.
Nataline, E. (2020). Pengaruh Customer Preceived Value Terhadap Brand loyalty Melalui Customer Satisfaciton Sebagai Variabel Intervening Pada Produk MS Glow di Kota Malang. Suparyanto Dan Rosad (2015, 5(3), 248–253.
Oktavia, Y., & Sudarwanto, T. (2023). Pengaruh brand image dan brand awareness terhadap loyalitas pelanggan melalui kepuasan pelanggan sebagai variabel intervening pada konsumen produk kecantikan Wardah di Kota Surabaya. Jurnal Pendidikan Tata Niaga (JPTN), 240-252.
Pramudya, R. B., & Firmialy, S. D. (2022). Pengaruh Customer satisfaction Terhadap Brand loyalty di Coffee Shop : A Comparative Study of Generation Z Individuals Exhibiting High Vs Low Financial Literacy. SEIKO: Journal of Management & Business, 4(3), 589–597. https://doi.org/10.37531/sejaman.v4i3.346
Putra, T. W., & Keni. (2020). Brand Experience, Perceived value, Brand trust untuk Memprediksi Brand loyalty: Brand Love Sebagai Variabel Medias. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 4(1), 184–193.
Qiao, Y., Yin, X., & Xing, G. (2022). Impact of Perceived Product Value on Customer-Based Brand Equity: Marx’s Theory – Value-Based Perspective. Frontiers in Psychology, 13(June), 1–15. https://doi.org/10.3389/fpsyg.2022.931064
Ramirez, S. A. O., Veloutsou, C., & Morgan-Thomas, A. (2017). A Systematic Literature Review of Brand commitment: Definitions, Perspectives and Dimensions. Athens Journal of Business & Economics, 3(3), 305–332. https://doi.org/10.30958/ajbe.3.3.5
Ruslim, T. S., Febrian, F., & Suryawan, I. N. (2024). Peran Brand Awareness, Perceived value, dan Brand Uniqueness dalam Meningkatkan Brand loyalty Pada Industri Fast Fashion. Media Bisnis, 16(1), 29–38.
Sabrina, Y. A., & Khoriyah, S. (2011). Pengaruh brand personality pada brand trust, brand attachment, brand commitment, dan brand loyalty. Jurnal Bisnis Dan Ekonomi (JBE), 18(2), 114–125.
Soka, D. C. M. (2024). Peran Brand trust Dan Brand Engagement Dalam Memediasi Perceived value Dengan Loyalitas Merek (Studi Kasus Industri Iphone Di Indonesia). 1192, 304–317.
Sweeny, J. C., & Soutar, G. N. (2019). Consumer perceived value : The development of a multiple item scale. Journal of Retailing, 77(2), 203–220. https://doi.org/10.1016/S0022-4359(01)00041-0
Wardhana, A. (2024). BUKU BRAND TRUST (Issue September).
Yang, Z., & Peterson, R. T. (2022). Customer Perceived value , Satisfaction , and Loyalty : The Role of Switching Costs. Psychology and Marketing, 12(1), 799–822. https://doi.org/10.1002/mar.20030
Yasri, Yahya, & Engriani, Y. (2019). The Impact of Perc eive d Quality and Customer Value on Brand commitment : A Mediating Role of Brand trust Cookies Product of SMEs In Pasaman West Sumatera. Advances in Social Science, Education and Humanities Research, 335(ICESSHum), 755–761.
Yingfei, Y., Mengze, Z., & Ki-hyung, B. (2022). The Nexus of Service Quality , Customer Experience , and Customer Commitment : The Neglected Mediating Role of Corporate Image. Frontiers in Psychology, 13(June), 1–13. https://doi.org/10.3389/fpsyg.2022.917284
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Amir, A., Mandey, S. L., & Tawas, H. N. (2020). Pengaruh Perceived value, Brand Image Terhadap Customer Loyalty Melalui Customer Engangement Sebagai Variabel Mediasi (Studi Pada Pelanggan Indihome PT. Telkom Manado). Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi, 7(3), 612–627.
Aprilianto, B., Welsa, H., & Udayana, I. B. N. (2022). Pengaruh Commitment , Trust terhadap Customer satisfaction dan Customer Loyalty. Widya Manajemen, 4(1), 1–11.
Asgarpour, R., Hamid, A. B. A., & Sulaiman, Z. B. (2015). A Review on Customer Perceived value and Its Main Components Global Journal of Business and Social Science Review A Review on Customer Perceived value and Its Main Components. 2(March). https://doi.org/10.35609/gjbssr.2014.2.2(1)CITATIONS
Atmaja, D. R., & Lestari, P. (2025). Pengaruh Perceived Quality, Perceived value, Brand trust dan Brand Image Terhadap Brand loyalty Yang Dimediasi oleh Customer satisfaction. Jurnal Lentera Bisnis, 14(1), 84–107. https://doi.org/10.34127/jrlab.v14i1.1295
Aziza, A. D., & Fikriah, N. L. (2024). The Role of Brand commitment in Mediating Brand Image and Brand Attacment to Repurchase Intention. Journal of Islamic Economic and Business Studies, 9(2), 97–112.
Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand trust and Brand Affect to Brand Performance : The Role of Brand loyalty. Journal of Marketing, 65(April), 81–93.
David, & Fahlevi, R. (2022). The Effect Of Brand trust, Brand Identification And Brand commitment On Brand loyalty Of Shoes Sports. Management Studies and Entrepreneurship Journal, 3(5), 3017–3026.
Delgado‐Ballester, E., & Luis Munuera‐Alemán, J. (2001). Brand trust in the context of consumer loyalty. European Journal of Marketing, 35(11–12), 1238–1258. https://doi.org/10.1108/EUM0000000006475
Djaali. (2020). Analisis data penelitian teori & aplikasi dalam bidang perikanan. IPB Press.
Fonny, A., & Tandijaya, T. N. (2022). Pengaruh Brand Attachment Terhadap Repurchase Intention dengan Brand commitment sebagai Variabel Intervening pada Customer Crunchaus Salads. Jurnal Manajemen Pemasaran, 16(1), 37–47. https://doi.org/10.9744/pemasaran.16.1.37
Ghozali, I., & Latan, H. (2020). Partial Least Square Konsep, Teknik Dan Aplikasi Menggunakan Program SmartPLS 3.0. (2nd ed.). Badan Penerbit-Undip.
Ha, H. (2004). Factors influencing consumer perceptions of brand trust online. Journal of Product & Brand Management, 13(5), 329–342. https://doi.org/10.1108/10610420410554412
Hamid, A., Natsir, M., & Darsono, J. T. (2022). Pengaruh Customer Trust dan Customer satisfaction Terhadap Brand loyalty Melalui E-WOM. Jurnal Sketsa Bisnis, 9(1), 102–113.
Hasfar, Militina, T., & Achmad, G. N. (2020). Effect of Customer Value and Customer Experience on Customer satisfaction and Loyalty Pt Meratus Samarinda. International Journal of Economics, Business and Accounting Research (IJEBAR), 4(01), 84–94. https://doi.org/10.29040/ijebar.v4i01.909
Hidayanti, I. (2018). A study on brand commitment and brand trust towards brand loyalty of branded laptop in Indonesia A study on brand commitment and brand trust towards brand loyalty of branded laptop in Indonesia. February 2021. https://doi.org/10.24052/JBRMR/V12IS03/ART-25
Hidayanti, I., Nuryakin, & Farida, N. (2021). A study on brand commitment and brand trust towards brand loyalty of branded laptop in Indonesia A study on brand commitment and brand trust towards brand loyalty of branded laptop in Indonesia. Journal of Business and Retail Management Reserach (JBRMR), 12(3), 270–278. https://doi.org/10.24052/JBRMR/V12IS03/ART-25
Hizasalasi, M. (2016). Upaya Mempertahankan Loyalitas Pelanggan Melalui NIlai Pelanggan Pada Pelanggan PT. Telkomsel di Pekanbaru. Jurnal Ilmiah Ekonomi Dan Bisnis, 13(1), 59–76.
Hur, W.-M., Kim, Y., & Park, K. (2020). Assessing the Effects of Perceived value and Satisfaction on Customer Loyalty: A ‘Green’ Perspective. Corporate Social Responsibility and Environmental Management, 20, 146–156. https://doi.org/10.1002/csr.1280
Khofifah, T., Basalamah, M. R., & Hardaningtyas, R. T. (2022). Pengaruh Brand Satisfaction, Brand trust, Dan Brand Experience Terhadap Brand loyalty Wardah Cosmetic (Studi Pada Konsumen Kosmetik Wardah di Kota Malang). E-Jurnal Riset Manajemen, 100–111.
Kotler, P., & Keller, K. L. (2016). A Framework for Marketing Management (Global Edi). Pearson Education.
Kotller, P., & Keller, K. L. (2009). Marketing Management(13th Edition). Upper SaddleRiver.
Kotller, P., & Keller, K. L. (2013). Manajemen Pemasaran Jilid Kedua. Erlangga.
Lau, G. T., & Lee, S. H. (1999). Consumers’ Trust in a Brand and the Link to Brand loyalty. Journal of Market-Focused Management, 4(4), 341–370.
Nataline, E. (2020). Pengaruh Customer Preceived Value Terhadap Brand loyalty Melalui Customer Satisfaciton Sebagai Variabel Intervening Pada Produk MS Glow di Kota Malang. Suparyanto Dan Rosad (2015, 5(3), 248–253.
Oktavia, Y., & Sudarwanto, T. (2023). Pengaruh brand image dan brand awareness terhadap loyalitas pelanggan melalui kepuasan pelanggan sebagai variabel intervening pada konsumen produk kecantikan Wardah di Kota Surabaya. Jurnal Pendidikan Tata Niaga (JPTN), 240-252.
Pramudya, R. B., & Firmialy, S. D. (2022). Pengaruh Customer satisfaction Terhadap Brand loyalty di Coffee Shop : A Comparative Study of Generation Z Individuals Exhibiting High Vs Low Financial Literacy. SEIKO: Journal of Management & Business, 4(3), 589–597. https://doi.org/10.37531/sejaman.v4i3.346
Putra, T. W., & Keni. (2020). Brand Experience, Perceived value, Brand trust untuk Memprediksi Brand loyalty: Brand Love Sebagai Variabel Medias. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 4(1), 184–193.
Qiao, Y., Yin, X., & Xing, G. (2022). Impact of Perceived Product Value on Customer-Based Brand Equity: Marx’s Theory – Value-Based Perspective. Frontiers in Psychology, 13(June), 1–15. https://doi.org/10.3389/fpsyg.2022.931064
Ramirez, S. A. O., Veloutsou, C., & Morgan-Thomas, A. (2017). A Systematic Literature Review of Brand commitment: Definitions, Perspectives and Dimensions. Athens Journal of Business & Economics, 3(3), 305–332. https://doi.org/10.30958/ajbe.3.3.5
Ruslim, T. S., Febrian, F., & Suryawan, I. N. (2024). Peran Brand Awareness, Perceived value, dan Brand Uniqueness dalam Meningkatkan Brand loyalty Pada Industri Fast Fashion. Media Bisnis, 16(1), 29–38.
Sabrina, Y. A., & Khoriyah, S. (2011). Pengaruh brand personality pada brand trust, brand attachment, brand commitment, dan brand loyalty. Jurnal Bisnis Dan Ekonomi (JBE), 18(2), 114–125.
Soka, D. C. M. (2024). Peran Brand trust Dan Brand Engagement Dalam Memediasi Perceived value Dengan Loyalitas Merek (Studi Kasus Industri Iphone Di Indonesia). 1192, 304–317.
Sweeny, J. C., & Soutar, G. N. (2019). Consumer perceived value : The development of a multiple item scale. Journal of Retailing, 77(2), 203–220. https://doi.org/10.1016/S0022-4359(01)00041-0
Wardhana, A. (2024). BUKU BRAND TRUST (Issue September).
Yang, Z., & Peterson, R. T. (2022). Customer Perceived value , Satisfaction , and Loyalty : The Role of Switching Costs. Psychology and Marketing, 12(1), 799–822. https://doi.org/10.1002/mar.20030
Yasri, Yahya, & Engriani, Y. (2019). The Impact of Perc eive d Quality and Customer Value on Brand commitment : A Mediating Role of Brand trust Cookies Product of SMEs In Pasaman West Sumatera. Advances in Social Science, Education and Humanities Research, 335(ICESSHum), 755–761.
Yingfei, Y., Mengze, Z., & Ki-hyung, B. (2022). The Nexus of Service Quality , Customer Experience , and Customer Commitment : The Neglected Mediating Role of Corporate Image. Frontiers in Psychology, 13(June), 1–13. https://doi.org/10.3389/fpsyg.2022.917284
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Published
2025-10-05
How to Cite
Kurnia, F., & Rahmidani, R. (2025). PENGARUH BRAND TRUST, PERCEIVED VALUE DAN CUSTOMER SATISFACTION TERHADAP BRAND LOYALTY MELALUI BRAND COMMITMENT PADA PENGGUNA PRODUK WARDAH. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(3), 949-972. https://doi.org/10.31955/mea.v9i3.6350
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