Pengaruh Dimensi Brand Equity Dan Brand Trust Terhadap Loyalitas Pelanggan Pada Produk Kosmetik Merek Make Over Di Kota Padang
DOI:
https://doi.org/10.58192/profit.v2i3.981Keywords:
Brand awareness, Brand association, Perceived quality, Brand loyalty, Brand Trust and Customer LoyaltyAbstract
The purpose of this study was to determine and analyze the effect of the dimensions of brand equity and brand trust on customer loyalty to the Make Over brand of cosmetic products in the city of Padang. The population in this study were all customers of the Make Over brand of cosmetics in the city of Padang. Determining the number of samples using the Cochran formula, the number of respondents as samples in this study were 96 respondents. The data analysis technique used is multiple linear regression analysis and for hypothesis testing using statistical t test. The results showed that: Brand awareness, brand association, perceived quality and brand trust had a significant effect on customer loyalty to the Make Over brand of cosmetic products in the city of Padang. Meanwhile, brand loyalty have no effect on customer loyalty to Make Over brand cosmetic products in Padang City. So it is suggested to the management to continue to pay attention to brand awareness, brand association, perceived quality, and brand trust. This is because brand awareness, brand association, perceived quality, and brand trust have a significant influence on customer loyalty.
References
Aaker, David. 2014. Aaker On Branding. 20 Prinsip Esensial Mengelola dan Mengembangkan Brand. Jakarta: PT. Gramedia Pustaka Utama.
Aquinia, Ajeng and Soliha, Euis. 2020. The Effect Of Brand Equity Dimensions On Repurchase Intention, Diponegoro International Journal of Business Vol. 3, No. 2, 2020, pp. 97-103.
Basuki, Teguh Iman. 2017. Pengaruh Brand Equity Dan Brand Trust Terhadap Loyalitas Pelanggan Teh Botol Sosro Di Kota Bandung. Jurnal STEI Ekonomi, Vol 26, No. 02, Desember 2017.
Brangsinga, G. B. Y dan Sukawati, T. G. R. 2019. Pengaruh Perceived Quality Dan Brand Image Terhadap Brand Loyalty Dan Brand Equity, E-Jurnal Manajemen, Vol. 8, No. 4, 2019: 2125 – 2151ISSN: 2302-8912.
Chaudhuri, Arjun dan Holbrook, Morris. 2001. The Chain Of Effects From Brand Trust And Brand Affect To Brand Performance. Journal Of Marketing; Apr 2001; 65, Pg. 8
Dantes, Nyoman. 2012. Metode Penelitian. Jakarta: Andi Offset
dashboard compas.co.id, 2021
Delgado, Elena dan Munuera, Jose Luis. 2005. Does Brand Trust Matter To Brand Equity? Journal Of Product & Brand Management, Volume 14, Number 3, 2005 187–196.
Eslami, Sara. 2020. The Effect Of Brand Experience On Brand Equity And Brand Loyalty Through The Mediating Role Of Brand Awareness,Brand Image And Perceived Quality, Archives of Pharmacy Practice, Volume 11, Issue S1, January-March 2020.
Hasan, Ali. 2013. Marketing dan Kasus-Kasus Pilihan. Jakarta: CAPS.
Kurnianingsih, S. W dan Riorini, S.V. 2021. The Influence of Consumer-Based Brands Equity on Brand Loyalty Through Customer Satisfaction, Indonesian Journal of Business Analytics (IJBA) Vol.1, No.2, 2021: 141-160.
Mulyani, Tuti, dkk. 2020. Mengukur Loyalitas Konsumen Melalui Ekuitas Merek Pada Produk Kosmetik, Jurnal Ekobis Dewantara Vol. 3 No. 2 Mei 2020.
Nabila, Nuzul Inas. 2020. Pengaruh Customer Based Brand Equity dan Kepuasan Konsumen Terhadap Loyalitas Konsumen (Studi Kasus Pada Richesee Factory), Jurnal Mandiri: Ilmu Pengetahuan, Seni, dan Teknologi, Vol. 4, No. 2, Desember 2020: 222 – 230.
Nusaresearch.com, 2020
paragoninnovasion.com, 2021
Perhimpunan Perusahaan dan Asosiasi Kosmetika Indonesia, 2021
Quantrianto, Florentinus Hendi Hera dkk. 2013. Pengaruh Brand Awareness, Brand Association Dan Perceived Quality Terhadap Loyalitas Pelanggan Kecap Manis Merek ABC (Studi Konsumen Swalayan ADA Siliwangi Semarang). Jurnal Ilmiah Dinamika Ekonomi Dan Bisnis, Vol. 1 No. 1 April 2013.
Sarwono, Jonathan. 2018. Statistik Untuk Riset Skripsi. Yogyakarta: Andi Offset
Sugiyono. (2013). Metode Penelitian Manajemen (1st ed.). Bandung: Alfabeta.
Sunyoto, Danang dan Susanti, F. E. 2015. Manajemen Pemasaran Jasa Merencanakan, Mengelola, dan Membidik Pasar Jasa. Yogyakarta: CAPS.
Sunyoto, D. (2011). Analisis Regresi dan Uji Hipotesis. Yogyakarta: Andi Offset.
topbrand-award.com, 2021
topbrand-award.com, 2022
Verdilla, Vera dan Albari. 2018. Dampak Dimensi Ekuitas Merek Dalam Membentuk Minat Beli Ulang, Jurnal Manajemen Maranatha Volume 17, Nomor 2, Mei 2018, pp 81-90.
Yola, Enrico dan Utama, Louis. 2021. Pengaruh Kesadaran Merek, Nilai Produk Dan Keunikan Merek Terhadap Loyalitas Merek Uniqlo Di Batam, Jurnal Manajerial dan Kewirausahaan, Volume III No. 2/2021 Hal: 353-359
