Karakteristik Merek, Karakteristik Perusahaan dan Karakteristik Hubungan Merek dan Konsumen Sebagai Pembentuk Kepercayaan dan Loyalitas Konsumen
Hidayat, Ibnu (Adv.: Prof. Dr. Basu Swasta Dh., MBA), Prof. Dr. Basu Swasta Dh., MBA
Merek mempunyai peranan yang besar dalam kegiatan pemasaran. Bagi pemasar, merek dapat digunakan sebagai media untuk menjalin ikatan emosional dengan konsumen karena mereklah yang menjadi obyek kepercayaan dan loyalitas konsumen.
Penelitian ini menguji pengaruh variabel Brand Characteristic (Brand Reputation, Brand Predictability, Brand Competence), Company Characteristic (I'rust in Company, Company Reputation, Company Perceived Motives, Company Integrity), dan Brand-Consumer Characteistic (Similarity Between Consumer Selfconcept and Brand Personality, Brand Liking, Brand Experience, Brand Satisfaction, Peer Support) terhadap Trust in a Brand, serta pengaruh Trust in a Brand terhadap Brand Loyalty.
Research dilakukan terhadap konsumen durable prduct category, yaitu sebuah merek sepeda motor. Responden yang diteliti adalah responden yang berada di wilayah DI Yogyakarta. Dari 150 kuesioner yang disebarkan, 147 (98%) kembali dan dapat diolah peneliti.
Dengan menggunakan metode Multiple Regression, peneliti memperoleh hasil yang menunjukkan adanya pengaruh positif yang signifikan variabel Brand Reputation, Trust in Company, Brand Liking, Brand Satisfaction, Peer Support terhadap Trust in a Brand. Selain itu, hasil penelitian juga menunjukkan pengaruh positif yang signifikan Trust in a Brand terhadap Brand Loyalty. Sedangkan hasil pengujian dengan Hierarchical Regression menunjukkan bahwa Trust in a Brand merupakan mediating variable bagi variabel Brand Reputaion dalam pengaruhnya terhadap Brand Loyalty.
Brand has a considerable part in distribution activity. Brand can be used as a medium to attach emotional ties with the consumer, since brand is the object of trust and loyalty of the consumer.
This research examined the effect of the variables of Brand Characteristic (Brand Reputation, Brand Predictability, Brand Competence), Company Characteristic (Trust in Company, Company Reputation, Company Perceived Motives, Company Integrity), and Brand-Consumer Characteristic (Similarity Between Consumer Self-concept and Brand Personality, Brand Liking, Brand Experience, Brand Satisfaction, Peer Support) toward Trust in a Brand, and also the effect of Trust in a Brand toward Brand Loyalty.
The research was carried out regarding the consumer in durable product category, which is a brand of motorcycle. The respondents being examined were the respondents existed in the area of The Special Province of Yogyakarta. From 150 questioners distributed, 147 (98%) questioners were returned and could be analyzed by the researcher.
Using Multiple Regression method, researcher found that the results show the significant positive effects of the variables of Brand Reputation, Trust in Company, Brand Liking, Brand Satisfaction, Peer Support toward Trust in a Brand. In addition, the results of this research also show a significant positive effect of Trust in a Brand toward Brand Loyalty. Whereas the testing result using Hierarchical Regression shows that Trust in a Brand is a mediating variable for Brand Reputation variable in its effect toward Brand Loyalty.
Kata Kunci : Brand, Trost, Loyalty, Brand Characteristic, Company Characteristic, Brand-Consumer Characteistic, Multiple Regression, Hierarchical Regression.
