Perbedaan pengaruh faktor-faktor penilaian merek terhadap brand trust dan pengaruh brand trust terhadap brand loyalty pada product public dan private

Adiputra, Fahmy Sukma , Dr. Sahid Susilo Nugroho, M.Sc

2008 | Skripsi | S1 Extention - Management

Banyak variabel-variabel lain yang dapat mempengaruhi kepercayaan terhadap sebuah merek sehingga membentuk loyalitas terhadap merek. Lebih lanjut variabel-variabel tersebut perlu dibuktikan lebih lanjut melalui alat analisis yang akan digunakan pada penelitian ini. Penelitian ini bertujuan untuk melihat perbedaan pengaruh consumers trust in brand factor's terhadap Brand trust dan pengaruh brand trust terhadap brand loyalty pada kategori product Public(Handphone) dibandingkan dengan kategori Product Private(Printer)

Hasil penelitian ini dapat memperluas kajian mengenai variabel-variabel pembentuk loyalitas dengan memberikan informasi tentang penilaian konsumen dari segi (brand predictability, brand reputation, brand competence, dan brand liking, trust in company terhadap brand trust) yang bermuara kepada brand loyalty dan juga memberikan informasi perbedaan pengaruh karakteristik penilaian konsumen sebagai bukti mempengaruhi terbentuknya brand loyalty. Penelitian ini juga dapat menjadi referensi bagi penelitian-penelitian lain yang mengkaji tentang merek (branding), kepercayaan (trust), loyalitas (loyalty).

Hasil penelitian ini diharapkan dapat memberikan informasi kepada pemasar mengenai variabel penilaian merek dari segi (brand predictability, brand reputation, brand competence, dan brand liking, trust in company terhadap brand trust) yang mempunyai pengaruh yang signifikan terhadap produknya.

There are many variables which can influence a trust of certain brand which consequently can form brand loyalty. Moreover, those variables need to be proven further through an analysis tool which is employed in this research. The objectives of this research are to figure out the different effects of consumer trust in brand factors toward brand trust as well as the effect of brand trust toward brand loyalty in Product Public (hand phone) category compared with Product Private (printer) one.

The findings of this research definitely can enhance the insight with respect to the variables as loyalty former by giving information about the consumer measurement from certain perspectives (i.e. brand predictability, brand reputation, brand competence, and brand liking, trust in company toward brand trust) which end in brand loyalty. Furthermore, this research also gives information about different effects of the consumer measurement characteristics as the evidence of their influences to the forming of the brand loyalty. In addition, this research can also become additional reference to other researchers who want to study about brand, trust, and loyalty.

The findings of this research are expected to give information to the marketer of brand measurement variable from certain perspective (i.e. brand predictability, brand reputation, brand competence, and brand liking, trust in company toward brand trust) which possess significant impact toward the products resulted.

Kata Kunci : brand predictability, brand liking, brand competence, brand reputation, serta trust in company, brand trust dan brand loyalty.