THE EFFECT OF SOCIAL MEDIA MARKETING, PERCEIVED QUALITY ON BRAND LOYALTY, WITH BRAND TRUST AS INTERVENING VARIABLES ( Study on Tokopedia E-commerce in Yogayakarta)

Putri Dwi Cahyani, Henny Welsa, Ganang Kristanto Aji

Abstract

Loyalty brand or faithfulness customer is draft important for many companies that can bring many benefits for companies, such as purchase repeat and recommendation brand the to others, who then could reduce cost marketing. Brand trust is important and is a factor main in the development of a loyal brand. The purpose of this study is to analyze the influence of media marketing social, perceived quality, on-brand loyalty with brand trust as an intervening variable. The research was conducted using quantitative methods with 145 respondents. The population used in this study are consumers who have accessed the Tokopedia application in the Yogyakarta area. This study uses the Non - Probability Sampling technique with a purposive sampling approach with the criteria of respondents who have used the Tokopedia application. Results of the study this showing that Social Media Marketing (SMM) own a significant influence on Brand Trust (BT). Brand Trust (BT) is influential positive and significant to Brand Loyalty (BL). Perceived Quality (PQ) is not influential and not significant to Brand Loyalty (BL). Influence Social Media Marketing (SMM) to Brand Loyalty (BL) through Brand Trust (BT) as an intervening variable accepted.

Keywords: Social Media Marketing, Perceived Quality, Brand Trust, Brand Loyalty

Full Text:

PDF

References

Aaker, D. A. (2001). Managing Brand Equity: Capitalizing on the Value of a Brand Name, The Free Press, New York, NY.

Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of Marketing, 69(3), 19–34. https://doi.org/10.1509/jmkg.69.3.19.66363

Alhaddad, A. (2015). Perceived quality, brand image and brand trust as determinants of brand loyalty. Journal of Research in Business and Management. 3(4), 1–8.

Alhaddad, Abdullah. (2015). Perceived Quality, Brand Image and Brand Trust as Determinants of Brand Loyalty. Journal of Reasearch in Business and Management, 3(4), 01–08. https://www.researchgate.net/profile/Abdullah_Alhaddad2/post/Can_you_suggest_me_some_good_literature_reviews_on_brand_loyalty_and_other_papers_that_are_focused_on_millennials_attitude_to_be_loyal_to_brands/attachment/5a1d118b4cde267c3e6f336f/AS%3A56557281

Alhadeed. (2017). The Impact of Social Media Marketing on Consumers’ Purchase Intention. In Lecture Notes in Electrical Engineering (Vol. 747, pp. 1797–1803). https://doi.org/10.1007/978-981-16-0115-6_209

Ali, A. (2019). Revitalizing Brand Loyalty through Social Media Communication: A double mediation survey. International Journal of Marketing, Communication and New Media, 7(12), 57–82. http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/398

AMALINA, A. (2016). Pengaruh Social Media Marketing Terhadap Brand Loyalty Dengan Brand Trust Sebagai Variabel Intervening (Studi Pada Follower Twitter Mizone Mizoneid). Jurnal Ilmu Manajemen (JIM), 4(3), 1–12.

Andriani M, D. B. (2018). Faktor pembentuk brand loyalty : peran self concept connection, brand love, brand trust. Benefit: Jurnal Manajemen Dan Bisnis, 2(2), 157.

Anggraeni, R., Layaman, Djuwita, D., Selang, C. A. D., Mileva, L., Dh, ahmad fauzi, Kuspriyono, T., Nurelasari, E., Ningsih, D. N., Ekonomi, F., Kanjuruhan, U., Hidayat, C. W., Ekonomi, F., Kanjuruhan, U., Media, S., Mouth, W. O., Beli, M., Herman, L. E., Athar, H. S., … Dengan, L. (2018). Analisis Pemanfaatan Social Media Marketing Terhadap Customer Loyalty Yang Menggunakan Brand Trust Sebagai Variabel Mediasi. Cakrawala, 4(2), 445–455.

Arikunto. (2005). Metode Penelitian Kualitatif. Sagung Seto.

As’ad, H. A.-R., & Alhadid, A. Y. (2014). The Impact of Social Media Marketing on Brand Equity: An Empirical Study on Mobile Service Providers in Jordan The Influencce of Social Media on the Domestic Tourist’s Travel Motivation Case Study : Kota Tua Jakarta,Indonesia. The Influencce of Social Media on the Domestic Tourist’s Travel Motivation Case Study : Kota Tua Jakarta,Indonesia, 3(Corrent Journal of Applied Sciences and Technology, ISSN;-24571024, 09), 334–345.

Asmoningsih, R. (2016). Pengaruh Dari Identity Terhadap Brand Value, Satisfcation, Trust and Brand Loyalty. Jurnal Manajemen Dan Pemasaran Jasa, 8(2), 87. https://doi.org/10.25105/jmpj.v8i2.1593

Aydin, Serkan and Ozer, G. (2005). “National Customer Satisfaction Indices: A Implementation in the Turkish Mobile Telephone Market,.” Marketing Intellegence & Planning, 23(5).

B. Alexander, D. (2014). Analisa Pengaruh Citra Merek (Brand Image) dan Kepercayaan Merek (Brand Trust) Terhadap Loyalitas Merek (Brand Loyalty) ADES PT. Ades Alfindo Putra Setia. Jurnal Manajemen Pemasaran Petra, 2(1), 1–9.

Balakrishnan, B. K. P. D., Dahnil, M. I., & Yi, W. J. (2014). The Impact of Social Media Marketing Medium toward Purchase Intention and Brand Loyalty among Generation Y. Procedia - Social and Behavioral Sciences, 148, 177–185. https://doi.org/10.1016/j.sbspro.2014.07.032

Biedenbach, G., Hultén, P., & Tarnovskaya, V. (2019). B2B brand equity: investigating the effects of human capital and relational trust. Journal of Business and Industrial Marketing, 34(1), 1–11. https://doi.org/10.1108/JBIM-01-2018-0003

Chung, Y., & Kim, A. J. (2020). Effects of mergers and acquisitions on brand loyalty in luxury Brands: The moderating roles of luxury tier difference and social media. Journal of Business Research, 120(January), 434–442. https://doi.org/10.1016/j.jbusres.2019.11.030

Danang Sunyoto. (2015). Strategi pemasaran : konsep memenangkan persaingan bisnis dan menakar keberhasilan strategi menarik konsumen (Tri Admojo (ed.)). Yogyakarta : CAPS (Center for Academic Publishing Service).

DaveChaffey. (2016). Digital marketing. 6th edition / Dave Chaffey; Fiona Ellis-Chadwick. In Book. United Kingdom Pearson Education Limited.

Dipura, B. A. (2018). Pengaruh Citra Merek Dan Persepsi Kualitas Terhadap Loyalitas Merek. Manajemen Bisnis, 6(2), 633–646. https://doi.org/10.22219/jmb.v6i2.5541

Ghozali. (2006). Desain Penelitian Kuantitaitf, Kualitatif.

Guillen, M. jesus yague, Aleman, jose luis munuera, & Ballester, elena delgado. (2003). Development and validation of a brand trust scale. International Journal of Market Research, 45(1), 7–11.

Gunelius, S. (2011). 30-Minute Social Media Marketing. McGraw-Hill Companies.

Huang, C. C. (2017). The impacts of brand experiences on brand loyalty: mediators of brand love and trust. Management Decision, 55(5), 915–934. https://doi.org/10.1108/MD-10-2015-0465

Irawan, A. D., & Hadisumarto, A. D. (2020). The Effect of Social Media Marketing Activities on Brand Trust, Brand Loyalty, and Brand Equity on the Social Media Instagram. Jurnal Manajemen Dan Usahawan Indonesia •, 43(1), 44–58. http://www.ijil.ui.ac.id/index.php/jmui/article/viewFile/12364/67546756

Izzati, R. R. (2019). Pengaruh Perceived Quality Dan Brand Image Terhadap Brand Trust Produk Kosmetik Wardah. Jurnal Ilmu Manajemen, 8(2), 15. https://doi.org/10.32502/jimn.v8i2.1807

Keller, K. (2016). Marketing management. 15th edition / Philip Kotler; Kevin Lane Keller.

Keni, W. (2020). Prediksi Brand Experience Dan Perceived Quality Terhadap Brand Loyalty : Brand Trust Sebagai Variabel Mediasi. II(2), 501–509.

Kotler, P. and K. L. K. (2016). Marketing Managemen, 15th Edition, Pearson Education,Inc.

Kurniawan, H. H. (2017). Pengaruh Perceived Quality Terhadap Brand Loyalty Melalui Mediasi Brand Image Dan Brand Trust. Jurnal Bisnis Dan Manajemen, 4(2), 228–239. https://doi.org/10.26905/jbm.v4i2.1703

Laksamana, P. (2012). Top priority for credit management: Credit insurance: Safety net - Not a cushion to rest your head on. Textile Network, 8(5–6), 34–35.

Laroche, M., Habibi, M. R., & Richard, M. O. (2013). To be or not to be in social media: How brand loyalty is affected by social media? International Journal of Information Management, 33(1), 76–82. https://doi.org/10.1016/j.ijinfomgt.2012.07.003

Laroche, M., Habibi, M. R., Richard, M. O., & Sankaranarayanan, R. (2012). The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty. Computers in Human Behavior, 28(5), 1755–1767. https://doi.org/10.1016/j.chb.2012.04.016

Lau, G. T., and Lee, S. H. (1999). “Consumers’ Trust in a Brand and the Link to Brand Loyalty,”. Journal of Market Focused Management.

Li, M. W., Teng, H. Y., & Chen, C. Y. (2020). Unlocking the customer engagement-brand loyalty relationship in tourism social media: The roles of brand attachment and customer trust. Journal of Hospitality and Tourism Management, 44(November 2019), 184–192. https://doi.org/10.1016/j.jhtm.2020.06.015

Nasrullah, M. (2015). Islamic Branding, Religiusitas Dan Keputusan Konsumen Terhadap Produk. Jurnal Hukum Islam, 13(2), 79. https://doi.org/10.28918/jhi.v13i2.487

Nugroho, M. B. (2020). Analisa Pengaruh Social Media Marketing Terhadap Repurchase Intention Melalui Brand Trust Sebagai Variabel Mediasi Pada Instagram Adidas Indonesia Di Surabaya. Jurnal Strategi Pemasaran, 7(1), 10, 10. http://publication.petra.ac.id/index.php/manajemen-pemasaran/article/view/10064

Qurbani, D., & Pasaribu, V. L. D. (2019). PENGARUH BRAND IMAGE DAN BRAND TRUST TERHADAP BRAND LOYALTY NASABAH PRUDENTIAL SYARIAH PADA PT. FUTURISTIK ARTHA GEMILANG (Studi kasus di kantor cabang agensi Prudential Syariah PT. Futuristik Artha Gemilang Jakarta Selatan). Jurnal Pemasaran Kompetitif, 2(3), 121. https://doi.org/10.32493/jpkpk.v2i3.2834

Rizky, F. Al, & Utomo, M. A. S. (2019). Pengaruh Brand Image, Brand Trust Dan Perceived Quality Terhadap Brand Loyalty Adidas Pada Chelsea Indonesia Supporter Club (Cisc) Di Depok. Oikonomia: Jurnal Manajemen, 13(2), 37–48. https://doi.org/10.47313/oikonomia.v13i2.504

Sanny, L., Arina, A. N., Maulidya, R. T., & Pertiwi, R. P. (2020). Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust. Management Science Letters, 10, 2139–2146. https://doi.org/10.5267/j.msl.2020.3.023

Sohail, M. S., Hasan, M., & Sohail, A. F. (2019). The Impact of Social Media Marketing on Brand Trust and Brand Loyalty. International Journal of Online Marketing, 10(1), 15–31. https://doi.org/10.4018/ijom.2020010102

Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif, R&D.

Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif dan R&D.

Suryadinatha, R. H., & Hendrawan, Di. (2015). PENGARUH SOCIAL MEDIA MARKETING TERHADAP LOYALITAS MEREK ( STUDI PADA PENGAKSES AKUN TWITTER GARUDA INDONESIA @ IndonesiaGaruda DI KOTA MALANG ). Jurnal Ilmiah Mahasiswa FEB Universitas Brawijaya, 3(2), 1–13.

Utami, G. R., & Saputri, M. E. (2020). Pengaruh Social Media Marketing Terhadap Customer Engagement dan Loyalitas Merek Pada Akun Instagram Corresponding author : Reviewing editor : Jurnal Riset Manajemen Dan Bisnis, 5(2), 185–198.

Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20(2), 122–146. https://doi.org/10.2753/MTP1069-6679200201

Yudiabisma, D. P., & Ali, A. M. (2019). Analisis Faktor – Faktor Yang Membentuk Brand Equity Universitas Berakreditasi a Di Kota Bandung Dan Pengaruhnya Terhadap Brand Image Analysis of the Factors Forming the Brand Equity in an Accredited a College in the City of Bandung and Its Influence. 6(1), 82–88.

Refbacks

  • There are currently no refbacks.