PENGARUH PENGALAMAN MEREK, KEPERCAYAAN, DAN KEPUASAN TERHADAP LOYALITAS PELANGGAN TELEKOMUNIKASI GSM DI BATAM
Abstract
Today's competition in the telecommunications industry demands service providers not only offer quality products but also memorable experiences for customers. The concept of brand experience is starting to become the focus of marketing practitioners in increasing customer loyalty. This study was conducted on 300 respondents who were registered as subscribers of GSM telecommunications services to explore the relationship between brand experience, trust, satisfaction, and loyalty. This study produces interesting findings that apart from emphasizing the significant relationship between the variables of brand experience, trust, customer satisfaction and loyalty, it also proves that the relationship between trust and loyalty, as well as brand experience on loyalty through trust as mediation, has no significant effect either directly or indirectly. live. In an effort to build customer loyalty, THE GSM company must be able to improve brand experience, trust and customer satisfaction. This brand experience can be understood as a way of sorting out services, to change customer perceptions of a brand, and ultimately be able to retain customers in the long term.
References
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Saputra, S. (2019). The Effect of Customer Relationship Management (CRM) on Bank Customer Loyalty through Satisfaction as Mediating Variable: Evidence in Batam, Indonesia. Atlantis Press- Advance in Social Science, Education, and Humanities Research, 306(January 2019). https://doi.org/10.2991/isseh-18.2019.34
Saputra, S. (2020). A conceptual framework to examines brand equity in bank and financial firms. Journal of Business Studies and Management Review, 3(2), 62–67.
Saputra, S., & Barus, F. M. (2020). Pengaruh Electronic Word of Mouth Terhadap Citra Merek Dan Minat Belanja Konsumen di Batam. Jurnal Ilmiah Manajemen Dan Bisnis, 5(1), 1–11.
Schmitt, B. (2010). Experience Marketing: Concepts, frameworks and consumer insights. Foundations and Trends in Marketing, 5(2), 55–112. https://doi.org/10.1561/1700000027
Tabaa, I. S. H. (2015). Factors affectiong customer loyalty for mobile telecommunication industry. Euromed Journal of Business, 34(1), 1–5.
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Ahsan, S. H., Azam, K. G., Raihan, Z., Imam, I. Bin, & Islam, N. (2020). Impact of Brand Equity on Consumer ’ s Purchase Decision of Smart Phone-A Study on University Students in Chittagong, Bangladesh. Global Journal of Management and Business Research: A Administration and Management, 20(April). https://doi.org/10.34257/GJMBRAVOL20IS6PG37
Akin, M. (2016). Impact of Brand Experience Built by GSM Operators in Turkey on Young Consumers’ Brand Loyalty. International Review of Management and Business Research, 51(1), 438–450.
Başer, İ. U., Cintamür, İ. G., & Arslan, F. M. (2016). Examining the Effect of Brand Experience on Consumer Satisfaction, Brand Trust and Brand Loyalty. İktisadi ve İdari Bilimler Dergisi, 37(2), 101. https://doi.org/10.14780/iibd.51125
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73(3), 52–68. https://doi.org/10.1509/jmkg.73.3.52
Chao, R.-F. (2015). The Impact of Experimental Marketing on Customer Loyalty for Fitness Clubs: Using Brand Image and Satisfaction as the Mediating Variables. The Journal of International Management Studies, 10(2), 52–60.
Darmawan, D. (2018). the Effect of Brand Experience on Brand Trust and Brand Loyalty. Translitera : Jurnal Kajian Komunikasi Dan Studi Media, 7(2), 13–24. https://doi.org/10.35457/translitera.v7i02.590
Hafez, M., & Akther, N. (2017). Determinants of Customer Loyalty in Mobile Telecommunication Industry in Bangladesh. Global Journal of Management and Business Research: A and Management, 17(1), 141–148.
Huang, C. C. (2017). The impacts of brand experiences on brand loyalty: mediators of brand love and trust. Management Decision, 55(5), 915–934. https://doi.org/10.1108/MD-10-2015-0465
Hur, W. M., Park, J., & Kim, M. (2010). The role of commitment on the customer benefits-loyalty relationship in mobile service industry. Service Industries Journal, 30(14), 2293–2309. https://doi.org/10.1080/02642060802629877
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.
Kotler, & Keller. (2014). Marketing Management Edisi 14, Global Edition. Pearson Prentice Hall.
Law, E. L. C., Roto, V., Hassenzahl, M., Vermeeren, A. P. O. S., & Kort, J. (2009). Understanding, scoping and defining user experience: A survey approach. Conference on Human Factors in Computing Systems - Proceedings, June 2014, 719–728. https://doi.org/10.1145/1518701.1518813
Moreira, A. C., Da Silva, P. M. F., & Ferreira Moutinho, V. M. (2017). The Effects of Brand Experiences on Quality, Satisfaction and Loyalty: An Empirical Study in the Telecommunications Multiple-play Service Market. Innovar, 27(64), 23–38. https://doi.org/10.15446/innovar.v27n64.62366
Owren, K. (2003). Brand experience - A study on how to design for targeted service brand experiences. Brands and Branding, 97–112. https://www.ntnu.no/documents/10401/1264433962/KatrineArtikkel.pdf/963893af-2047-4e52-9f5b-028ef4799cb7
Pine, B. J., & Gilmore, J. H. (1998). Welcome to the Experience Economy. Harvard Business Review, 76(4), 97–105.
Qader, I. K. A., & Omar, A. B. (2013). The Evolution of Experiential Marketing: Effects of Brand Experience among the Millennial Generation. International Journal of Academic Research in Business and Social Sciences, 3(7), 331–340. https://doi.org/10.6007/ijarbss/v3-i7/57
Ramli, I., Suryadilaga, M. A., Sofyan, H., & Faisal, F. (2018). Determination of Brand Loyalty in Telecommunication Industry: a Literatur Review. International Journal of Engineering & Technology, 7(3.30), 59. https://doi.org/10.14419/ijet.v7i3.30.18155
Rehman, A., Ahmed, M. A., Mahmood, F., & Shahid, M. (2014). The Effects of Brand Experience, Satisfaction and Trust on Brand Loyalty: an Empirical Research on the Internet Services of Cellular Companies in Pakistan. International Journal of Management Sciences and Business Research, 3(9), 90–100. http://www.ijmsbr.com/Volume 3 Issue 9 Paper 12.pdf
Şahin, A., Zehir, C., & Kitapçi, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty; an empirical research on global brands. Procedia - Social and Behavioral Sciences, 24, 1288–1301. https://doi.org/10.1016/j.sbspro.2011.09.143
Saputra, S. (2019). The Effect of Customer Relationship Management (CRM) on Bank Customer Loyalty through Satisfaction as Mediating Variable: Evidence in Batam, Indonesia. Atlantis Press- Advance in Social Science, Education, and Humanities Research, 306(January 2019). https://doi.org/10.2991/isseh-18.2019.34
Saputra, S. (2020). A conceptual framework to examines brand equity in bank and financial firms. Journal of Business Studies and Management Review, 3(2), 62–67.
Saputra, S., & Barus, F. M. (2020). Pengaruh Electronic Word of Mouth Terhadap Citra Merek Dan Minat Belanja Konsumen di Batam. Jurnal Ilmiah Manajemen Dan Bisnis, 5(1), 1–11.
Schmitt, B. (2010). Experience Marketing: Concepts, frameworks and consumer insights. Foundations and Trends in Marketing, 5(2), 55–112. https://doi.org/10.1561/1700000027
Tabaa, I. S. H. (2015). Factors affectiong customer loyalty for mobile telecommunication industry. Euromed Journal of Business, 34(1), 1–5.
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Published
2021-04-07
How to Cite
Saputra, S., & Natalia, V. (2021). PENGARUH PENGALAMAN MEREK, KEPERCAYAAN, DAN KEPUASAN TERHADAP LOYALITAS PELANGGAN TELEKOMUNIKASI GSM DI BATAM. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 5(1), 1250-1261. https://doi.org/10.31955/mea.v5i1.917
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Articles
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