Analisis Trust INA Brand dengan Brand Loyalty pada Toyota Kijang

ANGGARINI, Rooskeni Dewi, Sari Winahjoe S., Dra.,MBA

2005 | Tesis | Magister Manajemen

Merek adalah suatu hal penting dalam pasar konsumen. Merek menghubungkan antara konsumen dan perusahaan pembuat merek, dan konsumen dapat mengembangkan kesetiannya terhadap merek tersebut. Penelitian ini mengemukakan bahwa trust in a brand adalah suatu hal yang penting dan merupakan faktor untuk membangun brand loyalty. Faktor-faktor yang mempengaruhi trust in a brand adalah brand predictability, brand liking, brand competence, brand reputation dan trust in the company. Responden mewakili konsumen pemilik mobil Kijang di Jakarta yang telah di survei. Penelitian ini mengusulkan tujuh hipotesis untuk diuji. Hipotesis pertama adalah “Brand predictability, brand liking, brand competence, brand reputation, dan trust in the company secara bersama-sama berpengaruh secara signifikan terhadap trust in a brand”. Hipotesis kedua adalah “Brand predictability berpengaruh secara signifikan terhadap trust in a brand”. Hipotesis ketiga adalah “Brand liking berpengaruh secara signifikan terhadap trust in a brand”.Hipotesis keempat adalah “Brand competence berpengaruh secara signifikan terhadap trust in a brand”. Hipotesis kelima adalah “Brand reputation berpengaruh secara signifikan terhadap trust in a brand”. Hipotesis keenam adalah “Trust in the company berpengaruh secara signifikan terhadap trust in a brand”. Hipotesis ketujuh adalah “Trust in a Brand berpengaruh secara signifikan terhadap brand loyalty”. Hasil penelitian ini menjelaskan beberapa hal yaitu pertama Brand predictability, brand liking, brand reputation, brand competence, dan trust in the company secara bersama-sama berpengaruh secara signifikan terhadap Trust in a Brand. Kedua, dari lima variabel bebas yang ada hanya dua yang berpengaruh secara signifikan. Diantara dua variabel bebas yang signifikan, brand reputation mempunyai pengaruh yang terbesar terhadap trust in a brand sebesar 30,4%. Sedangkan variabel trust in the company berpengaruh sebesar 24,9% terhadap trust in a brand. Ketiga, Trust in a Brand berpengaruh secara signifikan terhadap Brand Loyalty sebesar 29,5%.

Brands are important in the consumer market. They are the interface between consumers and the company, and consumers may develop loyalty to brands. This study proposes that trust in a brand is important and is a key factor in the development of brand loyalty. Factors to influence trust in a brand are brand pedictability, brand liking, brand competence, brand reputation, and trust in the company. Respondents representing of Jakarta consumers who owned Kijang were surveyed. There are seven hypothesis’s stated in this research. The first hypothesis states that brand predictability, brand liking, brand competence, brand reputation, and trust in the company together significantly influence trust in a brand. The second hypothesis states that brand predictability significantly influence trust in a brand. The third hypothesis states that brand liking significantly influence trust in a brand.The fourth hypothesis states that brand competence significantly influence trust in a brand. The fifth hypothesis states that brand reputation significantly influence trust in a brand. The sixth hypothesis states that trust in the company significantly influence trust in a brand. The seventh hypothesis states that trust in a brand significantly influence brand loyalty”. The result of this research explain several things. First, brand predictability, brand liking, brand competence, brand reputation, and trust in the company together significantly influence trust in a brand. Second, from five independent variables there are only two significant variables. And between two significant variables brand reputation is the most influencing variable, 30.4% and variable trust in the company influence 24.9% trust in a brand. Third, trust in a brand significantly influence 29.5% brand loyalty.

Kata Kunci : kepercayaan, loyalitas dan merek, trust, loyalty and brand