Pengaruh Faktor-Faktor kepercayaan Merek terhadap Loyalitas Merek Procold Studi Kasus di lagos Nigeria

Lia Sugiarti Anwar, Dr. Slamet Santoso Sarwono, MBA.

2012 | Tesis | S2 Magister Manajemen

Penelitian ini bertujuan untuk mengetahui pengaruh faktor-faktor kepercayaan merek yaitu brand predictability, brand liking, brand competence, brand reputation dan trust in brand terhadap brand loyalty dengan menggunakan merek obat flu Procold di Lagos, Nigeria. Metoda sampling yang digunakan yaitu dengan convenience sampling yang mana kuesioner disebarkan kepada responden yang ditemui di beberapa wilayah di Lagos. Penelitian ini menggunakan kuesioner Lau & Lee (1999) dalam bahasa Inggris kepada 200 responden. Hasil penelitian menunjukkan bahwa brand predictability, brand liking, brand competence, brand reputation dan trust in the company berpengaruh sebesar 0,657 atau 65,7% terhadap brand loyalty. Secara parsial brand predictability berpengaruh sangat signifikan terhadap brand loyalty, brand liking memiliki pengaruh sangat signifikan terhadap brand loyalty, brand competence tidak berpengaruh signifikan terhadap brand loyalty, brand reputation memiliki pengaruh sangat signifikan terhadap brand loyalty dan trust in the company memiliki pengaruh sangat signifikan terhadap brand loyalty. Brand competence tidak berpengaruh secara signifikan pada brand loyalty dikarenakan adanya peredaran merek palsu yang berkualitas rendah sehingga merusak citra dari merek asli. Hal ini perlu mendapatkan perhatian khusus bagi perusahaan untuk memberantas peredaran merek palsu sehingga loyalitas merek akan tercapai.

This research aims to seek the effect of brand trust factors which are brand predictability, brand liking, brand competence, brand reputation and trust in brand towards brand loyalty on the flu medicine brand Procold in Lagos, Nigeria. The sampling method applied is convenience sampling in which questionnaires are administered to the target respondents in some areas in Lagos. This research adapted the questionnaires from Lau & Lee (1999) in English to 200 respondents. The result of the research shows that brand predictability, brand liking, brand competence, brand reputation, and trust in the company has the effect of 0.657 or 65.7% towards brand loyalty. Partially, brand predictability has a very significant effect towards brand loyalty, brand liking has significant effect towards brand loyalty, brand competence has no significant effect towards brand loyalty, brand reputation has a very significant effect towards brand loyalty, and trust in the company has a very significant effect towards brand loyalty. The brand competence does not significantly affect brand loyalty as there is an existence of low quality counterfeited brand which ruins the brand image of the legit one. This situation should be addressed carefully by the company to create a better image of its brand.

Kata Kunci : brand predictability, brand liking, brand competence, brand reputation, trust in the company dan brand loyalty