Analisis terhadap faktor-faktor yang mempengaruhi loyalitas merek :: Kasus pada sabun deterjen Rinso di kota Yogyakarta

PUTRI, Yantina, Drs. Gunawan Adisaputro, MBA

2002 | Tesis | Magister Manajemen

This research is aimed to study empirically the influence of brand predictability, brand liking, brand competence, brand reputation, and trust in the company, which are significantly influencing brand loyalty. The brand object has been research is the brand of Rinso detergent. Here, the respondents are the customers of its product at Yogyakarta. The result of this research displayed the following: 1. Brand Predictability (X₁), Brand Liking (X₂), Brand Competence (X₃), Brand Reputation (X₄), and Trust in the Company (X₅) simultaneously effect to Brand Loyalty (Y). The number of influence is displayed by the number of determination coefficient that R² = 96.41%. It is mean that 96.41% causal of Brand Loyalty's (Y) change is simultaneously change that occurs to Brand Predictability (X₁), Brand Liking (X₂), Brand Competence (X₃), Brand Reputation (X₄), and Trust in the Company (X₅). While the remaining 3.59% caused of other variables, which are not included in the model. 2. Brand Predictability (X₁) significantly influencing Brand Loyalty (Y). 3. Brand Liking (X₂) significantly influencing Brand Loyalty (Y). 4. Brand Competence (X₃) significantly influencing Brand Loyalty (Y). 5. Brand Reputation (X₄) significantly influencing Brand Loyalty (Y). 6. Trust in the Company (X₅) significantly influencing Brand Loyalty (Y). 7. Trust in the Company (X₅) is the most influencing and dominant variable to Brand Loyalty (Y). In order to increase the brand loyalty of its customers and, it is expected to support the run and profitability of the company (PT Unilever Indonesia Tbk), so that the company should keeps and increases the trust of its customers (trust in company). It is caused from these variables are the most influenced and dominant variables to brand loyalty and this variable directly driven by the company. Increase the public's trust can be executed by the company such through out the increasing of activities intention related with the public, so that the image and credibility of the company keep better and always increasing.

Penelitian ini bertujuan untuk mempelajari secara empirik pengaruh dari brand predictability, brank liking, brand competence, brand reputation, dan trust in the company berpengaruh signifikan terhadap loyalitas merek. Merek yang diteliti adalah merek sabun deterjen Rinso. Responden adalah para pemakai sabun deterjen Rinso di Yogyakarta. Hasil penelitian ini menunjukkan bahwa: 1. Brand Predictability (X₁), Brank Liking (X₂), Brand Competence (X₃), Brand Reputation (X₄), dan Trust in the Company (X₅) secara bersama-sama berpengaruh signifikan terhadap Brand Loyalty (Y). Besarnya pengaruh tersebut ditunjukkan oleh besarnya koefisien determinasi yaitu sebesar R²=96.41%, yang berarti 96.41% penyebab perubahan Brand Loyalty (Y) adalah perubahan bersama yang terjadi pada Brand Predictability (X₁), Brank Liking (X₂), Brand Competence (X₃), Brand Reputation (X₄), dan Trust in the Company (X₅). Sedangkan 3.59% sisanya disebabkan oleh variabel-variabel lain yang tidak tercakup dalam model. 2. Brand Predictability (X₁) berpengaruh signifikan terhadap Brand Loyalty (Y). 3. Brand Liking (X₂) berpengaruh signifikan terhadap Brand Loyalty (Y). 4. Brand Comptence (X₃) berpengaruh signifikan terhadap Brand Loyalty (Y). 5. Brand Reputation (X₄) berpengaruh signifikan terhadap Brand Loyalty (Y). 6. Trust in the Company (X₅) berpengaruh signifikan terhadap Brand Loyalty (Y). 7. Trust in the Company (X₅) merupakan variabel yang paling dominan pengaruhnya terhadap Loyalitas Merek (Y). Dalam upaya meningkatkan loyalitas merek para pelanggannya, yang diharapkan dapat mendukung kelangsungan hidup dan profitabilitas perusahaan (PT Univelever Indonesia Tbk), maka pihak perusahaan sebaiknya senantiasa mempertahankan dan meningkatkan kepercayaan pelanggan terhadap perusahaan (trust in the company). Hal ini disebabkan variabel-variabel ini merupakan variabel yang paling kuat atau dominan pengaruhnya terhadap loyalitas merek dan variabel ini dapat dikendalikan secara langsung oleh perusahaan. Upaya peningkatan kepercayaan masyarakat tersebut dapat dilakukan oleh perusahaan misalnya melalui peningkatan intensitas kegiatan-kegiatan yang berhubungan dengan masyarakat sehingga citra dan kredibilitas perusahaan selalu baik dan meningkat.

Kata Kunci : Kepercayaan, kesetiaan, merek , trust, loyalty, brand