Peran ketertarikan konsumen, citra merek, dan kepuasan konsumen terhadap loyalitas merek

RAHMAH, Laily, Prof.Dr. Asip F. Hadipranata

2006 | Tesis | S2 Psikologi (Psikologi Terapan)

Merebaknya tren bergonta-ganti ponsel yang sering disertai dengan bergonta-ganti merek ponsel di kalangan masyarakat melatarbelakangi dilakukannya penelitian ini. Tren ini mencerminkan rendahnya tingkat loyalitas merek para pengguna ponsel. Upaya untuk mengikat dan mempertahankan loyalitas merek para pengguna ponselpun menjadi perihal yang sulit untuk dilakukan. Para praktisi pemasaran selalu berupaya menyelidiki faktor -faktor yang dapat mendongkrak loyalitas merek karena loyalitas merek diyakini sebagai kunci menuju profitabilitas yang tinggi. Penelitian ini bertujuan untuk menguji peran keterta rikan konsumen, citra merek, dan kepuasan konsumen terhadap loyalitas merek. Subjek penelitian terdiri dari 212 responden pengguna ponsel Nokia. Instrumen yang digunakan dalam penelitian ini terdiri dari skala ketertarikan konsumen, skala citra merek, dan skala kepuasan konsumen. Penelitian dilakukan dengan pendekatan kuantitatif dan menggunakan teknik analisis regresi. Hasil yang diperoleh menunjukkan bahwa: (1) ketertarikan konsumen, citra merek, dan kepuasan konsumen secara signifikan berkorelasi dengan loyalitas merek, ditunjukkan dengan y R = 00,,666622 ddaa nn p = 00,,0000..;(2) terdapat korelasi positif antara ketertarikan konsumen dan loyalitas merek, ditunjukkan dengan r -- parsial = 00,,662288 ddaann p = 00,,000000;(3) terdapat korelasi positif antara citra merek dan loyalitas merek, ditunjukkan dengan r -- parsial =00,,117733 ddaa nn p = 00,,000066;(4) terdapat korelasi positif antara kepuasan konsumen dengan loyalitas merek, ditunjukkan denganr -- parsial= 00,,220033 ddaann p =00,,000022. Sumbangan efektif variabel ketertarikan konsumen, citra merek, dan kepuasan konsumen adalah 43,869%, dengan demikian kontribusi ketertarikan konsumen, citra merek, dan kepuasan konsumen terhadap loyalitas merek sebesar 43,869%

The blooming trend of a phone cell changing as well as brand changing in our people are the reason why this research are conducted. This reflects how low the brand loyalty of the phone cell users is. The effort of increasing and maintaining the loyalty of the consumer to ane brand yet become difficult to do. Many marketing agents always make a serious effort to find out the factors which may increase a loyalty to a brand, because this brand loyalty is being persuaded as major key to a high profitability. This research aimed to exam the role of consumer interest, brand image, and consumer satisfaction due to a brand loyalty. The subject of this research consist of 212 respondents, they are the user of Nokia phone cell brand. The instruments used in this research were consisting of a consumer interest scale, brand image scale, consumer satisfaction scale, and brand loyalty scale. This research conducted within quantitative approach, and uses the regression analysis method. The results which are obtained show that: (1) consumer interest, brand image, and consumer satisfaction significantly correlated with a brand loyalty, it showed from Ry = 0,622 and p = 0,000 ; (2) there are positive correlation between consumer interst and a brand loyalty, it showed from r-partial = 0,628 and p= 0,000 ; (3)there are positive correlation between brand image and a brand loyalty, it showed from r-partial =0,173 and p = 0,006; (4) there are positive correlation between consumer satisfaction and a brand loyalty, it showed from r-partial=0,203 and p= 0,002. The effective involvement of the consumer interest, brand image, and consumer satisfaction are 43,869%, subsequently, the contribution of the consumer interest, brand image, and consumer satisfaction headed for the brand loyalty is 43,869%.

Kata Kunci : Loyalitas Merek,Kepuasan Konsumen,Citra Merek,consumer interest, brand image, consumer satisfaction, and brand loyalty