PENGARUH BRAND TRUST DAN BRAND AFFECT PADA BRAND LOYALTY PRODUK SABUN MANDI LUX DI JAKARTA

Bagus Rachmat Rievan, Prof. Dr. Basu Swasta Dharmmesta, SE, MBA.

2012 | Tesis | S2 Magister Manajemen

Dalam kondisi persaingan yang semakin ketat ini, setiap perusahaan harus mampu bertahan hidup, bahkan harus dapat terus berkembang. Salah satu hal penting yang perlu dilakukan dan diperhatikan oleh setiap perusahaan adalah mempertahankan pelanggan yang telah ada, dengan kata lain perusahaan harus mampu mempertahankan loyalitas merek. Penelitian ini bertujuan untuk menganalisis pengaruh positif Brand Trust dan Brand Affect pada Brand Loyalty Produk Sabun Mandi Lux di Jakarta, menggunakan analisis regresi berganda. Penarikan sampel dilakukan pada responden berjenis kelamin wanita dengan usia 16 tahun ke atas dan membeli sabun mandi Lux paling sedikit 3 kali, sehingga diperoleh jumlah sampel sebanyak 150 responden. Berdasarkan hasil penelitian ini diperoleh bahwa customer perceived value berpengaruh signifikan dan positif pada brand trust, brand effect, dan brand loyalty. Namun, tingkat loyalitas konsumen dalam penelitian ini tidak dipengaruhi oleh brand trust, dan brand effect.

Under conditions of increasingly fierce competition, every company should be able to survive and even be able to continue to grow. One important thing that needs to be done and considered by every company is to maintain existing customers, in other words the company must be able to maintain brand loyalty. This study aims to analyze the positive influence of Brand Trust and Brand Affect on Brand Loyalty Product Lux Soap in Jakarta, using multiple regression analysis. Sampling performed on the female sex of respondents aged 16 years and over and buy Lux soap for at least 3 times, in order to obtain the sample of 150 respondents. Based on the results of this study found that customer perceived value and a positive significant effect on brand trust, brand effects, and brand loyalty. However, the level of consumer loyalty in this study are not influenced by the brand trust and brand effect.

Kata Kunci : customer perceived value, brand trust, brand affect, brand loyalty