PENGARUH CUSTOMER PERCEIVED VALUE TERHADAP BRAND LOYALTY MELALUI CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING PADA PRODUK MS GLOW DI KOTA MALANG

Elizabeth Nataline

Abstract


Penelitian ini bertujuan untuk menganalisa pengaruh Customer Perceived Value terhadap Brand Loyalty melalui customer satisfaction sebagai Variabel Intervening pada produk MS Glow di Kota Malang. Data pada penelitian ini dikumpulkan melalui online survey dengan menyebarkan kuesioner kepada 156 responden. Metode penelitian yang digunakan merupakan pendekatan kuantitatif dengan menggunakan Partial Least Square dan SPSS. Hasil penelitian membuktikan bahwa Customer Pecreivd Value berhubungan positif terhadap Customer satisfaction, Customer Pecreivd Value tidak berhubungan positif terhadap Brand Loyalty, Customer Satisfaction berpengaruh terhadap Brand Loyalty dan Customer Perceived Value berpengaruh terhadap Brand Loyalty secara signifikan melalui Customer satisfaction sebagai mediasi.


Full Text:

PDF

References


Allender, W. J., & Richards, T. J. (2012). Brand loyalty and price promotion strategies: an empirical analysis. Journal of Retailing, 88(3), 323–342. doi:10.1016/j.jretai.2012.01.001

Ampong, O. K., Addae, J. A., Coffie, S., & Appiagyei. (2019, February). Factors influencing consumer loyalty: Evidence from the Ghanaian retail banking industry. International Journal of Bank Marketing. doi:10.1108/IJBM-04-2018-0099

Anderson, E. W., & Mittal, V. (2000). Strengthening the satisfaction-profit chain. Journal of Service Research, 3(2), 107–120.

Bech-Larsen, T., Grunert, K. G., Esbjerg, L., Jensen, B. B., de Barcellos, M. D., & Boztug, Y. (2012). An integrative conceptual framework for analyzing customer satisfaction with shopping trip experiences in grocery retailing. Journal of Retailing and Consumer Services, 19(4), 445–456. https://doi.org/https://doi.org/10.1016/j.jretconser.2012.04.006

Bolton, R. N., & Drew, J. H. (1991). A multistage model of customers’ assessments of service quality and value. Journal of Consumer Research, 17(4), 375–384.

Bontis, N., Booker, L. D., & Serenko, A. (2007). The mediating effect of organizational reputation on customer loyalty and service recommendation in the banking industry. Management Decision.

Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V. A. (1993). A dynamic process model of service quality: from expectations to behavioral intentions. Journal of Marketing Research, 30(1), 7–27.

Briesch, R. A., Chintagunta, P. K., & Fox, E. J. (2009). How does assortment affect grocery store choice? Journal of Marketing Research, 46(2), 176–189. https: // doi.org/ https: // doi.org/10.1509/jmkr.46.2.176

Cant, M. C., Brink, A., & Brijball, S. (2006). Consumer behaviour: A Southern African perspective. Cape Town: Juta Academic.

Chaudhuri, A. (1995). Brand equity or double jeopardy? Journal of Product & Brand Management, 4(1), 26–32. https://doi.org/10.1108/10610429510083730

Chinomona, R., & Dubihlela, D. (2014). Does customer satisfaction lead to customer trust, loyalty and repurchase intention of local store brands? The case of Gauteng Province of South Africa. Mediterranean Journal of Social Sciences, 5(9), 23.

Day, E., & Crask, M. (2000). Value assessment: the antecedent of customer satisfaction. The Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 13.

De Ruyter, K., Wetzels, M., & Bloemer, J. (1998). On the relationship between perceived service quality, service loyalty and switching costs. International Journal of Service Industry Management.

Dhurup, M., Mafini, C., & Dumasi, T. (2014). The impact of packaging, price and brand awareness on brand loyalty: Evidence from the paint retailing industry. Acta Commercii, 14(1), 1–9. Retrieved from https://journals.co.za/doi/epdf/10.4102/ac.v14i1.194

Edward, M., & Sahadev, S. (2011). Role of switching costs in the service quality, perceived value, customer satisfaction and customer retention linkage. Asia Pacific Journal of Marketing and Logistics, 23(3), 327–345. https://doi.org/10.1108/13555851111143240

Foedjiawati, F., & Samuel, H. (2005). Pengaruh Kepuasan Konsumen Terhadap Kesetian Merek (Studi Kasus Restoran The Prime Steak & Ribs Surabaya). Jurnal Manajemen Dan Kewirausahaan (Journal of Management and Entrepreneurship), 7(1), 74–82. https://doi.org/https://doi.org/10.9744/jmk.7.1.pp.%2074-82

Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Los Angeles, CA: Sage Publications Sage CA: https://doi.org/https://doi.org/10.1177/002224378101800313

Gloor, P., Colladon, A. F., Giacomelli, G., Saran, T., & Grippa, F. (2017). The impact of virtual mirroring on customer satisfaction. Journal of Business Research, 75, 67–76.

Hair, J., Hollingsworth, C. L., Randolph, A. B., & Chong, A. Y. L. (2017). An updated and expanded assessment of PLS-SEM in information systems research. Industrial Management & Data Systems.

Hawkins, G. L., Hill, G. E., & Mercadante, A. (2012). Delayed plumage maturation and delayed reproductive investment in birds. Biological Reviews, 87(2), 257–274.

Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention. European Journal of Marketing, 37(11/12), 1762–1800. https: // doi.org/10.1108/03090560310495456

Henseler, J. (2017). Partial least squares path modeling. In Advanced methods for modeling markets (pp. 361–381). Springer. https://doi.org/10.1007/978-3-319-53469-5_12

Hsin Chang, H., & Wang, H. (2011). The moderating effect of customer perceived value on online shopping behaviour. Online Information Review, 35(3), 333–359. https://doi.org/10.1108/14684521111151414

Hu, H.-H., Kandampully, J., & Juwaheer, T. D. (2009). Relationships and impacts of service quality, perceived value, customer satisfaction, and image: an empirical study. The Service Industries Journal, 29(2), 111–125.

Jogiyanto, H. (2018). Metoda Pengumpulan dan Teknik Analisis Data. Penerbit Andi.

Karyose, H., Astuti, W., & Ferdiansjah, A. (2017). Customer loyalty: the effect of service quality, corporate image, customer relationship marketing and customer satisfaction as intervening variable-an empirical analysis of bank customers in Malang City. Marketing and Branding Research, 4, 336–347. Retrieved from https: // papers.ssrn.com / sol3 / papers.cfm?abstract_id=3345454

Kaura, V., Prasad, C. S. D., & Sharma, S. (2015). Service quality, service convenience, price and fairness, customer loyalty, and the mediating role of customer satisfaction. International Journal of Bank Marketing, 33(4), 404–422. https: // doi.org / https:// doi.org / 10.1108 / IJBM-04-2014-0048

Kotler, P. (2007). Principle of Marketing. New Jersey: Prentice Hall International Inc.

Kotler, Philip, Keller, & Lane, K. (2008). Marketing Management (13th ed.). Jakarta: Erlangga.

Kuncoro, M. (2003). Metode Riset untuk ekonomi dan bisnis. Jakarta: Erlangga.

Kusuma, Y. S. (2014). Pengaruh brand experience terhadap brand loyalty melalui brand satisfaction dan brand trust Harley Davidson di Surabaya. Jurnal Strategi Pemasaran, 2(1), 1–11.

Lai, F., Griffin, M., & Babin, B. J. (2009). How quality, value, image, and satisfaction create loyalty at a Chinese telecom. Journal of Business Research, 62(10), 980–986.

Lin, H.-H., & Wang, Y.-S. (2006). An examination of the determinants of customer loyalty in mobile commerce contexts. Information & Management, 43(3), 271–282. https://doi.org/https://doi.org/10.1016/j.im.2005.08.001

Lovelock, D., Mendel, M., & Larry Wright, A. (2007). An introduction to the mathematics of money: saving and investing. Springer.

Mafini, C., Dhurup, M., & Mandhlazi, L. (2014). Shopper typologies amongst a Generation Y consumer cohort and variations in terms of age in the fashion apparel market. Acta Commercii, 14(1), 1–11.


Refbacks

  • There are currently no refbacks.