PENGARUH ONLINE BRAND COMMUNITY TERHADAP BRAND LOYALTY MELALUI BRAND TRUST SEBAGAI VARIABEL INTERVENING

Elvina Mutiara Damayanti

Abstract


Penelitian ini bertujuan untuk memperoleh pengaruh dari online brand community terhadap brand loyalty melalui brand trust sebagai variabel intervening pada anggota komunitas Nikon Team Indonesia. Penelitian ini menggunakan metode verifikatif dengan pendekatan kuantitatif. Sampel penelitian ini berjumlah 200 responden yang merupakan pelanggan Nikon yang tergabung sebagai anggota komunitas Nikon Team Indonesia. Data diolah secara statistic dengan metode Structural Equation Modeling (SEM). Online brand community memiliki pengaruh positif dan signifikan terhadap brand loyalty melalui brand trust secara simultan dan parsial.

Full Text:

PDF

References


Alhaddad, A. (2015). Perceived quality, brand image and brand trust as determinants of brand loyalty. Journal of Reasearch in Business and Management,3(4),01–08.

Aluri, A., Price, B. S., & McIntyre, N. H. (2019). Using machine learning to cocreate value through dynamic customer engagement in a brand loyalty program. Journal of Hospitality and Tourism Research, 43(1), 78–100. https://doi.org/10.1177/1096348017753521

Andriani, M., & Dwbunga, F. (2018). Faktor pembentuk brand loyalty : peran self concept connection, brand love, brand trust dan brand image (telaah pada merek h&m di kota dki jakarta). Benefit: Jurnal Manajemen Dan Bisnis, 2(2), 157. https://doi.org/10.23917/benefit.v2i2.4285

Awan, A., & Rehman, A. (2014). Impact of customer satisfaction on brand loylty - an empirical analysis of home appliances in pakistan. Journal of Chemical Information and Modeling, 2(8), 18–32. http://www.eajournals.org/wp- content/uploads/Impact-Of-Customer- Satisfaction-On-Brand-Loyalty-An-Empirical- Analysis-Of-Home-Appliances-In-Pakistan..pdf

Ba, S., & Pavlou, P. A. (2002). evidence of the effect of trust building technology in electronic markets: price premiums and ba & pavlou/trust building technology in electronic markets MIS Quarterly, 26(3), 243–268.

Bhayangkara, A. P. (2015). Peran perceived quality, brand experience, dan brand identification sebagai pembentuk brand loyalty. 1–19.

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(2), 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255

Chinomona, R., Mahlangu, D., & Pooe, D. (2013). Brand service quality, satisfaction, trust and preference as predictors of consumer brand loyalty in the retailing industry. Mediterranean Journal of Social Sciences, 4(14), 181–190. https://doi.org/10.5901/mjss.2013.v4n14p181

Chinomona, R., & Maziriri, E. T. (2017). The influence of brand awareness, brand association and product quality on brand loyalty and repurchase intention: A case of male consumers for cosmetic brands in South Africa. Journal of Business and Retail Management Research, 12(1), 143–154. https://doi.org/10.24052/jbrmr/v12is01/tiobabaap qoblariacomcfcbisa

CIPA.JP. (2022). Camera shipments held steady in 2021.

https://www.insideimaging.com.au/2022/camera- shipments-held-steady-in-2021/

Dadari, W. T., Paramita, N. L. P. S. P., & Suharsono, A. (2020). Pemodelan perilaku brand switching terhadap produk smartphone menggunakan binary logistic regression. Jurnal Sains dan Seni ITS, 8(2), D411-D417.

Devindiani, E., & Wibowo, L. A. (2016). Pengaruh experiential marketing terhadap customer satisfaction serta dampaknya pada customer loyalty (Survei pada Pengguna Smartphone di Komunitas Online Apple dan Samsung Regional Bandung). Journal of Business Management Education (JBME), 1(1), 149–159. https://doi.org/10.17509/jbme.v1i1.2284

Erdogmus, I. E., & Cicek, M. (2012). The impact of social media marketing on brand loyalty. procedia - Social and Behavioral Sciences, 58(October), 1353–1360. https://doi.org/10.1016/j.sbspro.2012.09.1119

Fernandez. (2010). Etnografia di una comunità di marca online. Professional Dreamers-Working Paper No.3.

Fuller, J., Jawecki, G., & Muhlbacher, H. (2007). Innovation creation by online basketball communities. Journal of Business Research, 60(1), 60–71. https://doi.org/10.1016/j.jbusres.2006.09.019

Futuwwah, A. I., & Mardhiyah, D. (2019). Pengaruh praktik social networking, kepercayaan merek dan loyalitas merek pada komunitas merek online. Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 4(3), 401– 416. https://doi.org/10.36226/jrmb.v4i3.269

Hadiwono, A. (2019). Galeri wisata-makna fotografi 1(1), 533–539. Haryoracmantyo. (2000). No Title. Brand Community.1–45.

Hurriyati, R., & Rhamdani, F. (2017, March). Online Consumer Reviews on Using E-Shopping Service of E-Commerce. In IOP Conference Series: Materials Science and Engineering (Vol. 180, No. 1, p. 012287). IOP Publishing.

Infofotografi.com. (2020). Apakah pabrikan kamera bisa bertahan di 2020?

Jang, H., Olfman, L., Ko, I., Koh, J., & Kim, K. (2008). The influence of on-line brand community characteristics on community commitment and brand loyalty. International Journal of Electronic Commerce, 12(3), 57–80. https://doi.org/10.2753/JEC1086-4415120304

Jatmiko, B. P. (2020). ergerus Ponsel, Bagaimana Produsen Kamera Digital Bertahan? - Kompas.com. https://money.kompas.com/read/2020/06/29/142 550626/tergerus-ponsel-bagaimana-produsen- kamera-digital-bertahan?page=all

Kim, C. K., Han, D., & Park, S. (2001). The effect of brand personality and brand identification on brand loyalty. Japanese Psychological Research, 43(4), 195–206.

Kocak Alan, A., & Kabadayi, E. T. (2012). Brand trust and brand affect: their strategic importance on brand loyalty. Journal of Global Strategic Management, 1(6), 80–80. https://doi.org/10.20460/jgsm.2012615788

Kurniawan, F. A., & Adiwijaya, M. (2018). The analysis of online brand community , online perceived brand reputation , brand trust , brand loyalty at cafe businesses based in Surabaya. 1(1), 11–22. https://doi.org/10.9744/ijbs.1.1.11

Lisnawati, L., Hurriyati, R., & Al Qorni, A. W. (2019). Website Quality and Risk Perception as The Influence of Purchase Intention in E-Commerce Website in Indonesia. Strategic: Jurnal Pendidikan Manajemen Bisnis, 19(2).

Lisnawati, L., Maulidyna, R., & Hurriyati, R. (2020). Virtual brand community in creating the electronic word of mouth on Car Owner Comunity ARTICLE INFO : 20(1), 40–47.

Mabkhot, H. A., Hasnizam, & Salleh, S. M. (2017). The influence of brand image and brand personality on brand loyalty, mediating by brand trust: An empirical study. Jurnal Pengurusan, 50, 71–82.

Matzler, K., Grabner-Kräuter, S., & Bidmon, S. (2008). Risk aversion and brand loyalty: The mediating role of brand trust and brand affect. Journal of Product and Brand Management, 17(3), 154–162. https://doi.org/10.1108/10610420810875070

Morgan, R. M., & Hunt, S. D. (1994). the commitment- trust theory of relationship marketing. journal of marketing, 58(3), 20. https://doi.org/10.2307/1252308

Mwai, L. K., Muchemi, D. A. W., & Ndungu, C. W. (2013). Determinants of brand loyalty in cosmetic products: a case of selected salons in nyeri town. Journal of Business Administration and Management Sciences Research, 2(1), 35–39. www.iiste.org

nikonrumors.com. (2019). Nikonrumors 2019.

nikonrumors.com. (2020). Nikonrumors 2020.

Nwokah, N. G., & Owuso, S. M. (2016). Brand trust and customer retention : a survey of branded automobile dealers in port harcourt. 23(2005), 33–46.

Oh, H. (1995). An Empirical study of the relationship between restaurant image and customer loyalty (pp. 1–204).

Paper, C., Kwik, I., & Gie, K. (2020). Transformasi fotografi dari karya seni menuju gaya hidup. November 2013, 0–17.

Rather, R. A., & Camilleri, M. A. (2019). The effects of service quality and consumer-brand value congruity on hospitality brand loyalty. Anatolia, 30(4), 547–559. https://doi.org/10.1080/13032917.2019.1650289

Renault, B. Y., & Agumba, J. N. (2016). Risk management in the construction industry: A new literature review. MATEC Web of Conferences, 66, 6–11.https://doi.org/10.1051/matecconf/20166600008

Roudbari, H., Elahi, A., & Yazdi, H. A. (2016). the relationship between brand club personalities, trust and brand loyalty in fans of persepolis fc. review of european studies, 8(3), 187. https://doi.org/10.5539/res.v8n3p187

Sahin, 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

Sinuhaji, J. V. B. (2018). Pengaruh brand image dan customer satisfaction terhadap brand loyalty melalui brand trust pada kategori smartphone (studi kasus pada youth dan netizen di medan). Jurnal pembangunan wilayah & kota, 1(3), 82–91.

Siyoto, S. (2015). Dasar Metodologi Penelitian. Literasi Media Publishing.

Statista.com. (2022). Digital still cameras CIPA company shipments 2021.

Sung, Y., Kim, J., & Jung, J. H. (2010). The predictive roles of brand personality on brand trust and brand affect: A study of Korean consumers. Journal of International Consumer Marketing, 22(1), 5–17. https://doi.org/10.1080/08961530902844907

Tan, T. M., Ismail, H. Bin, & Rasiah, D. (2011). Hierarchical chain of consumer-based brand equity: review from the fast food industry. International Business & Economics Research Journal (IBER), 10(9), 67. https://doi.org/10.19030/iber.v10i9.5628

Tjiptono, F. (2011). Manajemen dan strategi merek. Andi Offset.

topbrandaward.com. (2021). Penilaian Bagi Merek Dalam Survei Top Brand Top Brand Award. In Top Brand Index.

Utomo, I. W. (2017). Pengaruh brand image, brand awareness, dan brand trust terhadap brand loyalty pelanggan online shopping (Studi Kasus Karyawan Di BSI Pemuda). Jurnal Komunikasi, VIII(1),80. http://ejournal.bsi.ac.id/ejurnal/index.php/jkom/a rticle/view/2327/1607

Wel, C. A. B. C., Alam, S. S., & Nor, S. M. (2011). Factors affecting brand loyalty: An empirical study in Malaysia. Australian Journal of Basic and Applied Sciences, 5(12), 777–783.

Wibowo, L. A., Lisnawati, L., & Adzimaturrahmah, R. (2020). Social media customer expectations: brand engagement in maintaining customer loyalty. Jurnal Pendidikan Bisnis Dan Manajemen, 6(2), 87–98. https://doi.org/10.17977/um003v6i22020p087

Www.topbrandaward.com. (n.d.). Top Brand Index Beserta Kategori Lengkap | Top Brand Award.

Yoshida, M., Gordon, B. S., Nakazawa, M., Shibuya, S., & Fujiwara, N. (2018). Bridging the gap between social media and behavioral brand loyalty. Electronic Commerce Research and Applications, 28, 208–218.https://doi.org/10.1016/j.elerap.2018.02.005

Zheng, Xiabing, Cheung, K, C. M., K.O, L., Liang, M., & Liang. (2015). Building brand loyalty through user engagement in online brand communities in social networking Sites. Information Technology & People, 28(1), 163–194.




DOI: https://doi.org/10.17509/strategic.v23i1.49793

Refbacks

  • There are currently no refbacks.


Copyright (c) 2023 Universitas Pendidikan Indonesia

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Creative Commons License

Strategic: Jurnal Pendidikan Manajemen Bisnis is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License

View My Stats