PENGARUH BRAND TRUST TERHADAP CUSTOMER LOYALTY DIMEDIASI OLEH CUSTOMER SATISFACTION PADA PENGGUNA SHOPEE DI SURABAYA

Fenicia Agatha

Abstract


Saat ini masyarakat sudah menyukai gaya hidup kepraktisan, dengan perubahan gaya hidup ini membuka peluang bagi bisnis-bisnis baru seperti E-Commerce. Shopee merupakan salah satu E-Commerce yang sedang banyak digunakan oleh masyakat. Dalam melakukan perbelanjaan secara online kepercayaan, kepuasan pelanggan dan juga pelanggan yang setia merupakan salah satu faktor yang penting dari sisi pengguna dan pengelola. Penulis ingin mengetahui hubungan dari kepercayaan terhadap kesetiaan yang dimediasi oleh kepuasan. Teknik analisa yang digunakan dalam penelitian ini adalah kuantitatif kausal dengan cara menyebarkan kuesioner kepada masyarakat Surabaya yang menggunakan Shopee. Hasil ahkir dalam penelitian ini adalah Brand Trust berpengaruh positif terhadap Customer loyalty, kemudian Brand Trust berpengaruh terhadap customer satisfaction dan Customer Satisfaction mempengaruhi Customer loyalty


Nowadays people already like the practical lifestyle, with this lifestyle change opening up opportunities for new businesses such as E-Commerce. Shopee is an e-commerce that is being used by many people. In doing online shopping trust, customer satisfaction and also loyal customers is one important factor in terms of users and managers. The author wants to know the relationship of trust to loyalty that is mediated by satisfaction. The analysis technique used in this research is causal quantitative by distributing questionnaires to the people of Surabaya who use Shopee. The final result in this study is that Brand Trust has a positive effect on Customer loyalty, then Brand Trust influences Customer Satisfaction and Customer Satisfaction affects Customer loyalty


Keywords


Shopee; kepercayaan; kepuasan pelanggan; kesetiaan;trust;customer satisfaction;loyalty

Full Text:

PDF

References


Boulding, William, Ajay Kalra, Richard Staelin, and Valarie A.Zeithaml(1993), "A Dynamic process model of service quality: From expectations to behavioral intentions," Journal of Marketing Research, 30 (February)

Chaudhuri, A., & Holbrook, M. B. (2001).The Chain of effects from brand trust and brand affect to brand performance:The Role of customer loyalty. Journal of Marketing, 65(2), 81-93.

Chi, H. K, Yeh, H. K, & Chiou C. Y.2009. The Effects of brand affect on female cosmetic users customer loyalty in Taiwan. The Journal of American Academy of Bussiness, 14(2), 230-236.

Ha, H.Y. 2004. Factors influencing consumer perceptions of brand trust online. Journal of Product & Brand Management , 13(5): 329-342.

Huang, C. C., Yen, S. W., Liu, C. Y., & Chang, .P. (2014). The Relationship among brand equity, customer satisfaction, and brand resonance to repurchase intention of cultural and creative industries in Taiwan. The International Journal of Organizational Innovation.

Kiswara, A. eka putra. (2017). Analisis kualitas layanan, kepuasan pelanggan, kepercayaan,komitmen dan loyalitas pelanggan pada layanan E-Commerce (Studi pada pelanggan layanan Traveloka) . Fakultas Ekonomi Dan Bisnis Universitas Muhammadiyah Yogyakarta , 8(2): 3–25

Kotler, Philip and Kevin Lane Keller, 2016. Marketing managemen, 15th Edition, pearson education,Inc.

Lin, L., Osman, Z., & Wang, S. (2018). Indirect effect on trust on customer satisfaction and customer loyalty relationship in Malaysian airline Industry. The Asian Institute of Research Journal of Economics and Business, 1, 134–142.

Parasuraman. A.. Leonard L. Berry, and Valarie A. ZeithamI (1991a), "Retmemetit and reassessment of the servqual scale." Journal of Retailing, 67 (4), 420-50,

Pratiwi, H., Rosmawati, P., & Usman, O.(2019). Effect of price, promotion, brand trust, and customer satisfaction on customer loyalty in packaging products mineral water aqua. SSRN Electronic Journal.

Putri, Y. A., Wahab, Z., Shihab, M. S., & Hanafi, A. (2018). The Effect of service quality and brand trust on loyalty through customer satisfaction in transportation service Go-jek (go-ride) in Palembang City. Jurnal Manajemen Motivasi, 14(1), 24.

Saputra, R., & Dewi, C. K. (2015). The Impact of brand trust on customer loyalty mediated by customer satisfaction:Case of tokobagus.com (now OLX.Co.Id). Journal of Administrative and Business Studies, 1(1), 8–13.

Sekaran, U., & Bougie, R. (2014).Research methods for business (6th Edition).John Wiley & Sons Ltd.

Setiawan, H., & Sayuti, A. J. (2017). Effects of service quality, customer trust and corporate image on customer satisfaction and loyalty: an assessment of travel agencies customer in south sumatra indonesia. IOSR Journal of Business and Management (IOSR JBM) , 19(5), 31–40.

Sumarwan, U. 2011. Perilaku konsumen:teori dan penerapannya dalam pemasaran(2nd ed.). Bogor,ID: IPB Press.

Tjoanoto, M. T dan Kunto, Y. S. (2013). Pengaruh service quality terhadap customer satisfaction di restoran Jade Imperial. Jurnal Manajemen Pemasaran Petra Vol.1, No. 1, 1-9.

Venkateswaran, D. P. S., & Ambrin, M. (2019).A Study on service quality, customer satisfaction and customer loyalty towards non vegetarian hotels. International Journal of Research in Arts and Science, 5(Special Issue),219 227.

Zeithaml, V.A., Berry, L.L., &Parasuraman, A.1996. The Behavioral consequences of service quality. Journal of Marketing , 60(2):31-46

Zeithaml. Valarie, Bitner & Gremler.2006.Service marketing – integrating customer focus accross the firm forth edition. New York:McGraw Hill


Refbacks

  • There are currently no refbacks.