BRAND LOYALTY MODEL BASED ON BRAND LOVE AND BRAND TRUST
DOI:
https://doi.org/10.32815/jibeka.v18i2.2168Keywords:
Brand love, Brand trust, Brand Loyalty, merek sarung BHSAbstract
This research aims to examine the relationship between brand love and brand loyalty through brand trust in BHS brand sarongs. The sample in this study was 100 respondents, with a sampling technique using a non-probability sampling technique, with a purposive sampling technique, namely a technique for determining samples with certain considerations. The analysis method used is the SEM method with SmartPLS. The findings of this research are that brand love has a direct effect on brand loyalty and brand trust, while brand trust has no direct effect on brand loyalty. And brand trust is unable to mediate the relationship between brand love and brand loyalty. The conclusion in this research is that brand trust has no effect on brand loyalty, indicating that even though a brand has high trust, if it is not accompanied by the ability to buy, it is impossible to give birth to brand loyalty. The next finding is that high brand love will give birth to brand loyalty to a brand.
References
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Albert, N., Merunka, D. and Valette-Florence, P. (2008), “When consumers love their brands:exploring the concept and its dimensions”, Journal of Business Research, Vol. 61 No. 10, pp. 1062-1075.
Albert, N., Merunka, D. and Valette-Florence, P. (2009), “The feeling of love toward a brand: concept and measurement”, Advances in Consumer Research, Vol. 36, pp. 300-307.
Al-Haddad, A. 2015. Perceived quality, brand image and brand trust as determinants of brand loyalty. Journal of Research in Business and Management 3(4): 01-08.
Al-Haddad, A. 2019. Social Identification, Brand Image and Customer Satisfaction as Determinants of Brand Love. In Creative Business and Social Innovations for a Sustainable Future; Proceeding of the 1st American University in the Emirates International Research Conference. Dubai 15-16th November 2017. Berlin: Springer
Aro, K., Suomi, K., & Saraniemi, S. (2018). Antecedents and consequences of destination brand love—A case study from Finnish Lapland. Tourism Management, 67, 71–81. https://doi.org/10.1016/j.tourman.2018.01.003
Asuncion Hernandez-Fernandez, Mathieu Collin Lewis,2019, Brand authenticity leads to perceived value and brand trust Asuncion Hernandez-Fernandez, Mathieu Collin Lewis European Journal of Management and Business Economics ISSN: 2444-8494 Open Access. Article publication date: 25 June 2019 Issue publication date: 3 October 2019
Alexander Rossmann, Alfred Zimmermann (eds.): Digital Enterprise Computing 2017, Lecture Notes in Informatics (LNI), Gesellschaft für Informatik, Bonn 2017 135; Building Brand Love: A Dynamic Capabilities Approach Alexander Rossmann1 and Tim Wilke2
Azize Sahin et al (2011). The effect of Brand Experiences,Trust and Satisfaction on building Brand Loyalty; An Empirical Research On Global Brands; Procedia Social and Behavioral Sciences 24 (2011) 1288–1301
Bagozzi, R. P., Batra, R., & Ahuvia, A. (2017). Brand love: development and validation of a practical scale. Marketing Letters, 28(1), 1-14
Batra, R., Ahuvia, A. and Bagozzi, R.P. (2012), “Brand love”, Journal of Marketing, Vol. 76 No. 2, pp. 1-16.
Bergkvist, L., & Bech-Larsen, T. (2010). Two studies of consequences and actionable antecedents of brand love. Journal of brand management, 17(7), 504-518.
Can, Y., Erdil, O., & Kitapçı, H. (2017). Brand Loyalty And Re-Purchase Intention In Smartphone Marketing: The Perspective Of Habit. January, 39–48. https://doi.org/10.15405/epsbs.2017.12.02.4
Carroll, B.A., & Ahuvia, A. (2006). Some Antecedents and Outcomes of Brand Love. Marketing Letters.
Chaudhuri Arjun,Holbrook B.Moris, (2001), "The Chain of Effects From Brand Trust and Brand Affects to Brand Performance: The Role of Brand Loyalty", Journal of Marketing Vol.65, p.81-93
Chinomona, R. (2016). Komunikasi Merek, Citra Merek dan Kepercayaan Merek sebagai Anteseden Loyalitas Merek di Provinsi Gauteng Afrika Selatan. Jurnal Studi Ekonomi dan Manajemen Afrika, 7(1).
Devi, Farah Margaretha, Willy Arafah. 2023. “Pengaruh Brand Love Pada Brand Loyalty Melalui Self - Esteem dan Brand Trust”. SEIKO : Journal of Management & Business. Vol.6
Dwiputranto, M., A. Alwie, and M. Marhadi. 2017. “Pengaruh Brand Image Dan Product Quality Terhadap Brand Love Dan Brand Loyalty Pada Pengguna Mobil Honda Jazz Di Kota Pekanbaru.” Jurnal Online Mahasiswa Fakultas Ekonomi Universitas Riau 4 (1): 297–310.
E. Granot, L. Russell, T. Brashear-Alejandro, 2013, Populence: Exploring luxury for the masses Journal of Marketing Theory and Practice, 21 (1) (2013), pp. 31-44, 10.2753/MTP1069-6679210102
Fournier, S.: Consumers and Their Brands: Developing Relationship Theory in Consumer Research. In: The Journal of Consumer Research vol. 24, no. 4, pp. 343373, 1998.
Giovanis A dan Athanasopoulou P, (2018) "Understanding lovemark brands: Dimensions and effect on Brand loyalty in high-technology products", Spanish Journal of Marketing - ESIC, Vol. 22 Issue: 3, pp. 272-294
Hair, J.F., Ringle, C.M. and Sarstedt, M. (2013) Partial Least Squares Structural Equation Modeling: Rigorous Applications, Better Results and Higher Acceptance. Long Range Planning, 46, 1-12. https://doi.org/10.1016/j.lrp.2013.01.001
Hasugian, J. T. M. (2015). Pengaruh Brand Identity Terhadap Brand Loyalty melalui Brand Im age dan Brand Trust. Jurnal Administrasi Bisnis, 3(4), 923-937.
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
John Pawle and Peter Cooper, 2006, Measuring Emotion—Lovemarks, The Future Beyond Brands, Journal of Advertising Research 46(1) DOI:10.2501/S0021849906060053
J Robertson, E Botha, C Ferreira, L Pitt (2022). How deep is your love? The brand love-loyalty matrix in consumer-brand relationships Journal of Business Research Volume 149, October 2022, Pages 651-662
Le, M. T. H. (2021). The impact of brand love on brand loyalty: the moderating role of self-esteem, and social influences. Spanish Journal of Marketing-ESIC, 25(1), 156– 180. https://www.emerald.com/insight/content/doi/10.1108/SJME-05-2020- 0086/full/html
Liu, Zhiyong and Liu, Yang, 2018, "Investigating on Determinants of Cross-Border E-Commerce Purchase Intention" (2018).ICEB 2018 Proceedings. 7. https://aisel.aisnet.org/iceb2018/
Marliawatiy dan Cahyaningdyah (2020) (Mempengaruhi Brand of Experience dan Brand Image pada Brand Loyalty: Mediator kepercaan merek (Annisa Marliawatiÿ, Dwi Cahyaningdyah))
Minh TH Le (2020) melakukan penelitian pengaruh brand love terhadap brand loyalty, yang dimediasi oleh harga diri (SE) dan pengaruh sosial (SNI).
Oliver, R.L. (1999) Whence Consumer Loyalty. Journal of Marketing, 63, 33-34. https://doi.org/10.2307/1252099
Pandir, B., & Yasin, B. (2017). Brand love and customer engagement’s role over brand loyalty. Journal of Management Marketing and Logistics, 4(4), 359-365.
Richa Joshi, Prerna Garg, 2020, Role of brand experience in shaping brand love International IJC Ahead of print (ahead of print):https://doi.org/10.1111/ijcs.12618
Riorini, S. V. (2017). Peran brand loyalty sebagai mediator antara brand love dan brand trust konsumen usaha jasa perjalanan wisata. Jurnal Manajemen, 21(1), 55–70. https://doi.org/10.24912/jm.v21i1.147
Santosa, P.I., 2018. Metode Penelitian Kuantitatif: Pengembangan Hipotesis dan Pengujiannya menggunakan SmartPLS. ANDI, Yogyakarta
Sharma, V. M., & Klein, A. (2020). Consumer perceived value, involvement, trust, susceptibility to interpersonal influence, and intention to participate in online group buying. Journal of Retailing and Consumer Services, 52, 101946. https://doi.org/10.1016/j.jretconser.2019.101946 Song, X.,
Song, H. J., Wang, J. H., & Han, H. (2019). Effect of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops. International Journal of Hospitality Management, 79 (June 2018), 50–59.https://doi.org/10.1016/j.ijhm.2018.12.011
Sugiyono. (2018). Metode Penelitian Kuantitatif. Bandung: Alfabeta.
Tjahyadi, R. A. (2006). Brand Trust dalam Konteks Loyalitas Merek : Peran Karakateristik Merek Karakteristik Perusahaan, dan Karakteristik Hubungan. Manajemen, 6(1), 65-78
Tussyadiah, S. P., Kausar, D. R., & Soesilo, P. K. M. (2018). The effect of engagement in online social network on susceptibility to influence. Journal of Hospitality & Tourism Research, 42(2), 201–223. https://doi.org/10.1177/1096348015584441
Unal, S., & Aydın, H. (2013). An investigation on the evaluation of the factors affecting brand love. Procedia-Social and Behavioral Sciences, 92, 76-85.
Wardhana, A. 2020. Pengaruh Brand Respect Terhadap Lovemark Pada Produk Smartphone Asal China. CAPITAL: Jurnal Ekonomi dan Manajemen, 4(1): 43-53
Wardhana dan Yulia, 2021, Pengaruh Citra Merek, Kecintaan Merek, dan Kepercayaan Merek terhadap Loyalitas Merek: Studi Kasus Minuman Kopi
Albert, N., Merunka, D. and Valette-Florence, P. (2008), “When consumers love their brands:exploring the concept and its dimensions”, Journal of Business Research, Vol. 61 No. 10, pp. 1062-1075.
Albert, N., Merunka, D. and Valette-Florence, P. (2009), “The feeling of love toward a brand: concept and measurement”, Advances in Consumer Research, Vol. 36, pp. 300-307.
Al-Haddad, A. 2015. Perceived quality, brand image and brand trust as determinants of brand loyalty. Journal of Research in Business and Management 3(4): 01-08.
Al-Haddad, A. 2019. Social Identification, Brand Image and Customer Satisfaction as Determinants of Brand Love. In Creative Business and Social Innovations for a Sustainable Future; Proceeding of the 1st American University in the Emirates International Research Conference. Dubai 15-16th November 2017. Berlin: Springer
Aro, K., Suomi, K., & Saraniemi, S. (2018). Antecedents and consequences of destination brand love—A case study from Finnish Lapland. Tourism Management, 67, 71–81. https://doi.org/10.1016/j.tourman.2018.01.003
Asuncion Hernandez-Fernandez, Mathieu Collin Lewis,2019, Brand authenticity leads to perceived value and brand trust Asuncion Hernandez-Fernandez, Mathieu Collin Lewis European Journal of Management and Business Economics ISSN: 2444-8494 Open Access. Article publication date: 25 June 2019 Issue publication date: 3 October 2019
Alexander Rossmann, Alfred Zimmermann (eds.): Digital Enterprise Computing 2017, Lecture Notes in Informatics (LNI), Gesellschaft für Informatik, Bonn 2017 135; Building Brand Love: A Dynamic Capabilities Approach Alexander Rossmann1 and Tim Wilke2
Azize Sahin et al (2011). The effect of Brand Experiences,Trust and Satisfaction on building Brand Loyalty; An Empirical Research On Global Brands; Procedia Social and Behavioral Sciences 24 (2011) 1288–1301
Bagozzi, R. P., Batra, R., & Ahuvia, A. (2017). Brand love: development and validation of a practical scale. Marketing Letters, 28(1), 1-14
Batra, R., Ahuvia, A. and Bagozzi, R.P. (2012), “Brand love”, Journal of Marketing, Vol. 76 No. 2, pp. 1-16.
Bergkvist, L., & Bech-Larsen, T. (2010). Two studies of consequences and actionable antecedents of brand love. Journal of brand management, 17(7), 504-518.
Can, Y., Erdil, O., & Kitapçı, H. (2017). Brand Loyalty And Re-Purchase Intention In Smartphone Marketing: The Perspective Of Habit. January, 39–48. https://doi.org/10.15405/epsbs.2017.12.02.4
Carroll, B.A., & Ahuvia, A. (2006). Some Antecedents and Outcomes of Brand Love. Marketing Letters.
Chaudhuri Arjun,Holbrook B.Moris, (2001), "The Chain of Effects From Brand Trust and Brand Affects to Brand Performance: The Role of Brand Loyalty", Journal of Marketing Vol.65, p.81-93
Chinomona, R. (2016). Komunikasi Merek, Citra Merek dan Kepercayaan Merek sebagai Anteseden Loyalitas Merek di Provinsi Gauteng Afrika Selatan. Jurnal Studi Ekonomi dan Manajemen Afrika, 7(1).
Devi, Farah Margaretha, Willy Arafah. 2023. “Pengaruh Brand Love Pada Brand Loyalty Melalui Self - Esteem dan Brand Trust”. SEIKO : Journal of Management & Business. Vol.6
Dwiputranto, M., A. Alwie, and M. Marhadi. 2017. “Pengaruh Brand Image Dan Product Quality Terhadap Brand Love Dan Brand Loyalty Pada Pengguna Mobil Honda Jazz Di Kota Pekanbaru.” Jurnal Online Mahasiswa Fakultas Ekonomi Universitas Riau 4 (1): 297–310.
E. Granot, L. Russell, T. Brashear-Alejandro, 2013, Populence: Exploring luxury for the masses Journal of Marketing Theory and Practice, 21 (1) (2013), pp. 31-44, 10.2753/MTP1069-6679210102
Fournier, S.: Consumers and Their Brands: Developing Relationship Theory in Consumer Research. In: The Journal of Consumer Research vol. 24, no. 4, pp. 343373, 1998.
Giovanis A dan Athanasopoulou P, (2018) "Understanding lovemark brands: Dimensions and effect on Brand loyalty in high-technology products", Spanish Journal of Marketing - ESIC, Vol. 22 Issue: 3, pp. 272-294
Hair, J.F., Ringle, C.M. and Sarstedt, M. (2013) Partial Least Squares Structural Equation Modeling: Rigorous Applications, Better Results and Higher Acceptance. Long Range Planning, 46, 1-12. https://doi.org/10.1016/j.lrp.2013.01.001
Hasugian, J. T. M. (2015). Pengaruh Brand Identity Terhadap Brand Loyalty melalui Brand Im age dan Brand Trust. Jurnal Administrasi Bisnis, 3(4), 923-937.
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
John Pawle and Peter Cooper, 2006, Measuring Emotion—Lovemarks, The Future Beyond Brands, Journal of Advertising Research 46(1) DOI:10.2501/S0021849906060053
J Robertson, E Botha, C Ferreira, L Pitt (2022). How deep is your love? The brand love-loyalty matrix in consumer-brand relationships Journal of Business Research Volume 149, October 2022, Pages 651-662
Le, M. T. H. (2021). The impact of brand love on brand loyalty: the moderating role of self-esteem, and social influences. Spanish Journal of Marketing-ESIC, 25(1), 156– 180. https://www.emerald.com/insight/content/doi/10.1108/SJME-05-2020- 0086/full/html
Liu, Zhiyong and Liu, Yang, 2018, "Investigating on Determinants of Cross-Border E-Commerce Purchase Intention" (2018).ICEB 2018 Proceedings. 7. https://aisel.aisnet.org/iceb2018/
Marliawatiy dan Cahyaningdyah (2020) (Mempengaruhi Brand of Experience dan Brand Image pada Brand Loyalty: Mediator kepercaan merek (Annisa Marliawatiÿ, Dwi Cahyaningdyah))
Minh TH Le (2020) melakukan penelitian pengaruh brand love terhadap brand loyalty, yang dimediasi oleh harga diri (SE) dan pengaruh sosial (SNI).
Oliver, R.L. (1999) Whence Consumer Loyalty. Journal of Marketing, 63, 33-34. https://doi.org/10.2307/1252099
Pandir, B., & Yasin, B. (2017). Brand love and customer engagement’s role over brand loyalty. Journal of Management Marketing and Logistics, 4(4), 359-365.
Richa Joshi, Prerna Garg, 2020, Role of brand experience in shaping brand love International IJC Ahead of print (ahead of print):https://doi.org/10.1111/ijcs.12618
Riorini, S. V. (2017). Peran brand loyalty sebagai mediator antara brand love dan brand trust konsumen usaha jasa perjalanan wisata. Jurnal Manajemen, 21(1), 55–70. https://doi.org/10.24912/jm.v21i1.147
Santosa, P.I., 2018. Metode Penelitian Kuantitatif: Pengembangan Hipotesis dan Pengujiannya menggunakan SmartPLS. ANDI, Yogyakarta
Sharma, V. M., & Klein, A. (2020). Consumer perceived value, involvement, trust, susceptibility to interpersonal influence, and intention to participate in online group buying. Journal of Retailing and Consumer Services, 52, 101946. https://doi.org/10.1016/j.jretconser.2019.101946 Song, X.,
Song, H. J., Wang, J. H., & Han, H. (2019). Effect of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops. International Journal of Hospitality Management, 79 (June 2018), 50–59.https://doi.org/10.1016/j.ijhm.2018.12.011
Sugiyono. (2018). Metode Penelitian Kuantitatif. Bandung: Alfabeta.
Tjahyadi, R. A. (2006). Brand Trust dalam Konteks Loyalitas Merek : Peran Karakateristik Merek Karakteristik Perusahaan, dan Karakteristik Hubungan. Manajemen, 6(1), 65-78
Tussyadiah, S. P., Kausar, D. R., & Soesilo, P. K. M. (2018). The effect of engagement in online social network on susceptibility to influence. Journal of Hospitality & Tourism Research, 42(2), 201–223. https://doi.org/10.1177/1096348015584441
Unal, S., & Aydın, H. (2013). An investigation on the evaluation of the factors affecting brand love. Procedia-Social and Behavioral Sciences, 92, 76-85.
Wardhana, A. 2020. Pengaruh Brand Respect Terhadap Lovemark Pada Produk Smartphone Asal China. CAPITAL: Jurnal Ekonomi dan Manajemen, 4(1): 43-53
Wardhana dan Yulia, 2021, Pengaruh Citra Merek, Kecintaan Merek, dan Kepercayaan Merek terhadap Loyalitas Merek: Studi Kasus Minuman Kopi
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25-06-2024
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Asiyah, S., & Irfayanti, D. (2024). BRAND LOYALTY MODEL BASED ON BRAND LOVE AND BRAND TRUST. Jurnal Ilmiah Bisnis Dan Ekonomi Asia, 18(2), 213–224. https://doi.org/10.32815/jibeka.v18i2.2168
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