Pengaruh Faktor yang Berpengaruh terhadap Trust in a Brand dan Pengaruh Trust in a Brand terhadap Brand Loyalty Telepon Genggam Nokia di Yogyakarta
Bintoro, Satriyo Putut (Adv : Bintoro, Satriyo Putut), Sari Winahjoe Siswomihardjo, Dra.,M.B.A.
Persaingan produk telepon genggam atau handphone merupakan salah satu persaingan yang ketat dalam dunia usaha. Dalam beberapa tahun terakhir produk handphone mengalami perkembangan yang pesat, mulai dari bentuk, desain, fitur, dan teknologi. Dewasa ini, muncul merek-merek handphone baru yang semakin memperketat persaingan di pasar telepon genggam di Yogyakarta. Penelitian ini bertujuan untuk menguji pengaruh faktor yang berpengaruh terhadap trust in a brand dan pengaruh trust in a brand terhadap brand loyalty telepon genggam merek Nokia. Metode sampling yang digunakan adalah non-probability sampling dengan teknik convenience sampling. Metode pengumpulan data primer dengan kuesioner. Data primer yang digunakan dalam penelitian ini berjumlah 190 konsumen yang pernah dan masih menggunakan handphone merek Nokia. Alat analisis yang digunakan adalah metode analisis regresi berganda untuk melihat pengaruh brand predictability, brand liking, brand competence, brand reputation, dan trust in the company pada trust in a brand dan metode analisis regresi sederhana untuk melihat pengaruh trust in a brand pada brand loyalty. Hasil penelitian menunjukkan adanya pengaruh positif brand predictability, brand reputation, dan trust in the company pada trust in a brand dan pengaruh positif trust in a brand pada brand loyalty.
Competition mobile phone product is one of the intense competition in the business. In recent years mobile phone products has developed rapid, ranging from the shape, design, features, and technology. Today, the emerging new mobile phone brands are increasingly tightening competition in the mobile phone market in Yogyakarta. This study aimed to examine the effect of the determining factors of trust in a brand and the effect of trust in a brand to brand loyalty Nokia mobile phone. The sampling method used was non-probability sampling by convenience sampling technique. Methods of primary data collection by questionnaire. The primary data used in this study were 190 consumers who ever and still use mobile phones Nokia brand. The analytical tool used is multiple regression analysis to see the effect of brand predictability, brand liking, brand competence, brand reputation, and trust in the company in trust in a brand and simple regression analysis to see the effect of trust in a brand on the brand loyalty. The results show the positive influence of brand predictability, brand reputation, and trust in the company in trust in a brand and the positive influence of trust in a brand on the brand loyalty.
Kata Kunci : brand predictability, brand liking, brand competence, brand reputation, trust in the company, trust in a brand, brand loyalty, telepon genggam
