Analisa Pengaruh Brand Image Dan Company Image Terhadap Loyalitas Retailer Studi Kasus PT Asia Paramita Indah

Jessica Tjokroaminoto

Abstract


Di era globalisasi ini permintaan dan kebutuhan konsumen semakin bervariasi. Melihat pertumbuhan industri kosmetik yang pesat dan persaingan yang ketat membuat para distributor berperan penting dalam melakukan usaha distribusi produk kosmetik. Dalam upaya memenuhi target yang ditentukan, setiap distributor kosmetik memerlukan bantuan retailer untuk mempermudah menyalurkan barang hingga ke konsumen akhir. Tidak hanya bantuan dari retailer, yang turut berperan yaitu brand image dari suatu kosmetik dan juga company image distributor sehingga dapat menarik loyalitas retailer.

Penelitian ini bertujuan untuk mengidentifikasi loyalitas retailer terhadap perusahaan, di mana retailer yang setia maka akan tetap bertransaksi dan tidak berpaling dari perusahaan. Penelitian ini merupakan penelitian eksplanatori kausal yang dilakukan secara kuantitatif dengan alat bantu kuesioner. Sampel penelitian ini adalah 75 responden yang merupakan retailer dari PT Asia Paramita Indah.

Hasil analisis dengan menggunakan metode Partial Least Square  (PLS) menyimpulkan bahwa brand image dari Gatsby memiliki pengaruh yang signifikan terhadap company image, sementara brand image sendiri belum memberikan pengaruh yang signifikan terhadap loyalitas retailer. Hasil lain menunjukkan bahwa company image PT Asia Paramita Indah memiliki pengaruh yang signifikan terhadap loyalitas retailer.


Keywords


PT Asia Paramita Indah, Brand Image, Company Image, Loyalitas Retailer, Intervening Variabel, Partial Least Square

Full Text:

PDF

References


Aaker, D.A. (1995). “Building Strong Brands.The Free Press.” New York

Aaker, D.A. (1996), “Measuring Brand Equity Across Product and Market”, California Management Review. Berkeley: Vol. 38 No. 3, pp. 102-121.

Andreassen, T.W dan Lindestad, B., (1998), "Customer Loyalty and complex service," International Journal of Service Industry Management, 9:7-23

Arikunto, S. (2006). Prosedur Penelitian Suatu Pendekatan Praktek, Edisi Kelima, Jakarta : Rineka Cipta

Berry, Leonard L, 1995. Relationship Marketing of Service: Growing Interest, Emerging Perspective, Journal of the Academy of Marketing Science, 23.pp.272-77

Bowen, J.T., dan S.L. dan Chen, 2001, “The Relationship Between Customer Loyalty and Customer Satisfaction“, International Journal of Contemporary Hospitality Management, May,

Brodie, J.B. Whittome, J.R.M. Brush, G.J. (2008). Investigating the service brand: A customer value perspective. Journal of Business Research, 62, 345-355.

Broyles, S Allen; David W Schumann; Thaweephan Leingpibul (2009), “Examining brand equity antecedent/consequence relationships “, Journal of Marketing Theory and Practice, Vol.17, No. 2 pg. 145-161

Chaudhuri, A. & Holbrook, M.B. (2001). “The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty.” Journal of Marketing. (65) 2:81-93

Darsono, Licen Indahwati (2005), “Loyalty & Disloyalty: Sebuah Pandangan Komprehensif Dalam Analisis Loyalitas Pelanggan,” Jurnal Administrasi dan Bisnis, Vol.4

Davidson, William R,; Sweeney, Daniel J.; and Stampfl, Ronald W., Retailing Management 6/E, Canada, John Wiley & Sons, Inc, 1998.

Dawn Dobni and George M. Zinkhan (1990), “In Search of Brand Image: a Foundation Analysis”, in NA-Advances in Consumer Research Volume 17, eds. Marvin E. Goldberg, Gerald Gorn, and Richard W. Pollay, Provo, UT: Association for Consumer Research, Pages: 110-119.

Fombrun, Charles J., and Shanley, M. 1990. What’s in a Name? Reputation Building and Corporate Strategy. Academy of Management Journal.

Grewal, Dhruv, R. Krishnan, Julie Baker, dan Norm Borin. (1998). “The Effect of Store Name, Brand Name, and Price Discount in Consumers’ Evaluations and Purchase Intentions”, Journal of Retailing, Vol. 74(3), pp. 331-352.

Griffin, Jill (1995). Customer Loyalty: How to Earn it, How to Keep it. Lexington Books; Singapore.

James J.H, Liou. & Mei Ling, C. (2009). Evaluating corporate image and reputation using fuzzy MCDM approach in airline market. Qual Quant DOI 10.1007/s11135-009-9259-2.

Keller, K. L. (1993). Conceptualizing, measuring and managing customer-based brand equity. Journal of Marketing, 57, 1–22.

Kotler, Philip. (1997). Marketing Management “Analysis, Planning, Implementation and Control” (9th ed.). New Jersey: Prentice Hall International, Inc.

Kotler, Philip. (2000). Marketing Management: Edisi Milenium, International Edition. New Jersey: Prentice Hall International, Inc.

Kressmann, Frank., M. Joseph Sirgy, Andreas Herrmann, Frank Huber, Stephanie Huber dan Dong-Jin Lee. 2006. “Direct And Indirect Effects Of Self-Image Congruence On Brand Loyalty.” Journal of Business Research ,59. pp. 955–964

Malhotra, N. K. 1996 Marketing Research : An Applied Orientation. 2nd Edition New Jersey: Prentice Hall Inc.

Marconi, J. (1994). Beyond Branding. Malaysia: S. Abdul Majeed & Co.

Mardalis, Ahmad. 2005. Meraih Loyalitas Pelanggan.Jakarta : Balai Pustaka

Martinez, Eva & Jose M. Pina, (2003), The Negative Impact of Brand Extensions on Parent Brand Image, Journal of Product & Brand Management, Vol. 12., No. 7, pp. 432-448.

Meenaghan, Tony. (1995). The Role of Advertising in Brand Image Development. Journal of Product and Brand Management. Vol. 4 No. 4

Nilson, T. H. (1998). Competitive Branding: winning in the market place with value – added brands. West Sussex: John Wiley & Sons, Ltd

Pandhega, Samuel ., Rahayu Hijrah Hati, Sri, 2012, “ Analisis Persepsi Konsumen pada Merek Jasa terhadap Nilai dan Loyalitas Konsumen. Studi Kasus: Industri Low Cost Airlines Indonesia”, Departemen Manajemen, Fakultas Ekonomi Universitas Indonesia.

Park, Chan Su and V. Srinivasan. 1994. “A Survey-Based Method for Measuring and Understanding Brand Equity and Its Extendibility.” Journal of Marketing Research 31 (May): 271-288

Ramadania. 2002. “Kepercayaan dan Komitmen Sebagai Perantara Kunci Relationship Marketing dalam Membangun Loyalitas”, Jurnal Riset Ekonomi dan Manajemen, Vol. 2 No. 1 Januari, hal 33-52.

Riordan, C. M., Robert D. Gatewood, R. D., & Bill, J. D. (Mar 1997). Corporate Image: Employee Reactions and Implications for Managing Corporate Social Performance. Journal of Business Ethics, Vol. 16, Iss. 4; pg. 401, 12 pgs

Ruslan, Rosady. 1994. Praktik dan Solusi Public Relations dalam Situasi Krisis dan Pemulihan Citra, Jakarta, Ghalia Indonesia.

Santoso, Singgih, 2007, Structural Equation Modelling : Konsep dan Aplikasi dengan AMOS, PT. Elex Media Komputindo, Jakarta

Selnes, Fred (1993), “An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty,” European Journal of Marketing, Vol.27, No 9

Semuel, Hatane & Wijaya, Ellanto. (2008). Corporate Social Responsibility, Purchase Intention dan Corporate Image pada Restoran di Surabaya dari Perspektif Pelanggan. Jurnal Manajemen Pemasaran, Vol. 3, No. 1, 35-54.

Setiadi, N. J. (2003). Perilaku Konsumen: konsep dan implikasi untuk Strategi dan Penelitian Pemasaran. Jakarta : Prenada Media

Simamora, Bilson, 2004, Aura merek. Jakarta: Gramedia.

Sofyan Assauri (2003), Manajemen Pemasaran Jasa, Jilid 1, Jakarta, PT. Gramedia Pustaka Utama

Sugiyono. (2007). Metode Penelitian Pendidikan (Pendekatan Kuantitati, kualitatif, dan R&D). Bandung: Alfabeta.

Wei wei, Tang. 2007. “Impact of corporate image and corporate reputation on customer loyalty.” Journal management science & engineering, Vol 1 No.2 December 2007.

Zeithml, V.A. & Bitner, M.J. (1996). Service Marketing, McGraw-Hill International Editions.

Zulganef (2002). “Hubungan antara Sikap terhadap Bukti Fisik, proses dan Karyawan dengan Kualitas Keterhubungan serta Perannya dalam Menimbulkan Niat Ulang Membeli dan Loyalitas”. Jurnal Riset Ekonomi dan Manajemen, Vol. 2, No. 3 September, pp. 98-111


Refbacks

  • There are currently no refbacks.