Analisis Faktor – Faktor yang Mempengaruhi Bauran Pemasaran pada Keputusan Pembelian Handphond Android
(1) Universitas Indraprasta PGRI
(*) Corresponding Author
Abstract
ABSTRACT
The objective of this research is to investigate the effect of brand experience on Brand Relationship Quality on Brand Loyalty, and the influence of Brand Loyalty to Word of Mouth. 169 samples were collected from the respondents. After excluding samples containing missing data, we used 110 samples. In the final sample of 110 respondents, 65.5% were male, and 52.7% were between 21 and 23 years old. Data analysis in this study using Structural Equation Model (SEM) to test independent variables that affect the dependent variable. And to measure the validity of research variables using SPSS software version 17.0 The results of this study conclude that the influence of Brand Experience positively and significantly to Word of Mouth mediated by Brand Relationship Quality and Brand Loyalty.
Keywords: Brand Experience, Word of Mouth, Brand Relationship Quality, Brand Loyalty
ABSTRAK
Tujuan dari penelitian ini adalah untuk mengetahui pengaruh pengalaman merek terhadap Brand Relationship Quality terhadap Brand Loyalty, dan pengaruh Brand Loyalty terhadap Word of Mouth.169 sampel dikumpulkan dari responden. Setelah mengecualikan sampel yang berisi data yang hilang, kami menggunakan 110 sampel. Pada sampel akhir dari 110 responden, 65,5% adalah laki-laki, dan 52,7% berusia antara 21 dan 23 tahun. Analisis data dalam penelitian ini menggunakan Structural Equation Model (SEM) untuk menguji variabel bebas yang mempengaruhi variabel dependen. Dan untuk mengukur validitas variabel penelitian menggunakan software SPSS versi 17.0 Hasil penelitian ini menyimpulkan bahwa pengaruh Brand Experience secara positif dan signifikan terhadap Word of Mouth dimediasi oleh Brand Relationship Quality dan Brand Loyalty.
Kata kunci: Brand Experience, Word of Mouth, Brand Relationship Quality, Brand Loyalty
Full Text:
PDF (Indonesian)References
Delgado-Ballester, E. (2004) “Applicability of a brand trust scale across product categories: A multigroup invariance analysis”, European Journal of Marketing, Vol. 38 Iss: 5/6, pp.573-592.
Fullerton, G. (2005), “The Impact of Brand Commitment on Loyalty to Retail Service Brands”, Canadian Journal of Administrative Sciences; Jun 2005; 22, 2; ABI/INFORM Complete, pp. 97.
Gounaris, Spiros and Stathakopoulos, Vlasis (2004), Antecedents And Consequences of Brand Loyalty: An Empirical Study, Journal of Brand Management, 11, 4; 283-306.
Hermawan, A. (2006), Penelitian Bisnis Paradigma Kuantitatif, Jakarta : Grasindo.
Joy, A. and Jr.J.F. Sherry (2003), “Speaking of art as embodied imagination: A multisensory approach to understanding aesthetic experience”, Journal of Consumer Research, 20 (September), pp.259–82.
Lee, H.J. and Soo, K.M. (2012), “The Effect Of Brand Experience On Brand Relationship Quality”, Academy of Marketing Studies Journal, 16. 1 (2012): 87-98.
Lee, H.J. and Kang, M.S. (2012), “The Effect of Brand Experience on Brand Relationship Quality”, Academy of Marketing Studies Journal, Volume 16, Number 1, pp. 1-13.
Louis, D. and Lombart, C. (2010), “Impact of brand personality on three major relational consequences (trust, attachment, and commitment to the brand)”, Journal of Product & Brand Management, Vol.19/ No.2, pp. 114–130.
Moisescu, Ovidiu. I. and Allen, Brad. (2010), “The Relationship between the dimensions of brand loyalty. an empirical investigation among romanian urban consumers”, Management & Marketing, 5, 4, pp. 83-98.
Mukherjee, A. and Nath, P. (2007), “Role of electronic trust in online retailing: A re-examination of the commitment-trust theory”, European Journal of Marketing, 41 (9/10), pp. 1173-1202.
Xie, D.D.H. and V.C.S. Heung (2009), “The effects of brand relationship quality on hotel consumers’ responses to service failure”, International Journal of Business Research, 10(4), pp. 120-125.
Youl-Ha, H., John, J., Janda, S., and Muthaly, S. (2011), “The effects of advertising spending on brand loyalty in services”, European Journal of Marketing, Vol. 45 No. 4, pp. 673-691.
Zarantonello, L. and Schmitt, B.H. (2010), “Using the brand experience scale to profile consumers and predict consumer behaviour”, Brand Management, Vol. 17, 7, 532–540.
DOI: http://dx.doi.org/10.30998/sosioekons.v9i2.1939
Refbacks
- There are currently no refbacks.
Copyright (c) 2017 Sosio ekons
Editorial Office:
Institute for Research and Community services (LPPM)
Universitas Indraprasta PGRI
Address: Campus A Building 3, 2nd Floor
Jl. Nangka No. 58 C (TB. Simatupang), Kel. Tanjung Barat, Kec. Jagakarsa, Jakarta Selatan 12530 Phone: (021) 7818718 – 78835283 ext. 123
Close in sunday and public holidays in Indonesia
Work Hour: 09.00 AM – 08.00 PM
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.