Pengaruh Perceived Quality terhadap Brand Loyalty dengan Brand Image dan Brand Trust sebagai Variabel Intervening pada Merek Laptop Buatan Indonesia

Fandy Gunadi(1*), Michael Adiwijaya(2), Hartono Subagio(3),


(1) 
(2) 
(3) 
(*) Corresponding Author

Abstract


Penelitian ini bertujuan untuk mengetahui pengaruh perceived quality terhadap brand loyalty, baik secara langsung maupun melalui mediasi brand image dan brand trust. Masalah yang dibahas dalam penelitian ini adalah brand loyalty merk laptop buatan Indonesia. Objek penelitian adalah pengguna laptop buatan Indonesia di Surabaya. Sampel yang diambil sebanyak 230 orang. Metode penelitian yang digunakan adalah penelitian kuantitatif. Teknik yang digunakan dalam pengambilan sampel adalah judgment sampling.

Teknik analisa yang digunakan adalah analisa deskriptif dan structural equation modeling (SEM) dengan alat bantu program SmartPLS. Hasil yang didapatkan dari studi ini membuktikan bahwa perceived quality berpengaruh secara langsung terhadap brand loyalty merk laptop buatan Indonesia dan secara tidak langsung melalui mediasi brand image dan mediasi brand trust.

Berdasarkan hasil penelitian ini, untuk meningkatkan brand loyalty merk laptop buatan Indonesia, produsen dapat menerapkan ISO sebagai standar dalam pembuatan laptop buatan Indonesia, meningkatkan pelayanan purna jual produk dengan menambah jumlah service center, karena dengan banyaknya service center yang dapat dijangkau masyarakat, perusahaan dapat mengetahui dan melayani setiap kebutuhan pelanggan, karena semakin tinggi tingkat kepercayaan pelanggan terhadap sebuah produk atau jasa, maka semakin besar kemungkinan pelanggan untuk melakukan pembelian, bahkan pembelian berulang dan yang terakhir membangun merek yang layak dipercaya, yaitu: memiliki integritas, niat yang baik, kemampuan yang mumpuni serta rekam jejak (track record) yang baik.

Kata kunci: Perceived Quality, Brand Loyalty, Brand Image, Brand Trust, Laptop, Indonesia

 

This study aims to determine the effect of perceived quality on brand loyalty, either directly or through the mediation of brand image and brand trust. The problem discussed in this research is brand loyalty of laptop brand made in Indonesia. The object of the research is laptop made in Indonesia users in Surabaya. Samples taken as many as 230 people. The research method used is quantitative research. The technique used in sampling is judgment sampling.

Analytical techniques used are descriptive analysis and structural equation modeling (SEM) with SmartPLS program aids. The outcome of this study proves that perceived quality directly affects brand loyalty of laptop brand made in Indonesia and indirectly through mediation of brand image and mediation of brand trust.

Based on the results of this study, to increase brand loyalty of Indonesian-made laptops, producers can apply the ISO as a standard in making laptops made in Indonesia, improve after-sales service of products by increasing the number of service centers, because with the many service centers that can be reached by the consumers, and serve each customer's needs, because as higher the level of customer trust in a product or service, the more likely it is for customers to make purchases, even repeat purchases and lastly build trustworthy brands, integrity, goodwill, as well as build a good track record.

Keywords: Perceived Quality, Brand Loyalty, Brand Image, Brand Trust, Laptop, Indonesia


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