Analisis Kepercayaan, Kepuasan Serta Loyalitas Pelanggan Pada Brand Sneaker internasional Ditinjau dari Brand Equity
DOI:
https://doi.org/10.35891/jsb.v10i1.3433Keywords:
Brand Equity, Customer Trust, Customer Satisfaction, Customer LoyaltyAbstract
English Version
The consumer behavior of Indonesians, who exhibit a preference for foreign brands over local ones, warrants critical examination, exploration, and testing in order to foster the growth of the local economy. The inclination and loyalty towards a brand are influenced by various factors, including brand equity. This research aims to understand the reasons behind the greater interest in international brands compared to local brands among the population. The sample for the study was selected using the purposive sampling method, and data were collected through a questionnaire distributed to respondents. The data were then analyzed using partial least squares (PLS) analysis. The results indicate a significant and positive relationship between the brand equity variable and customer satisfaction, customer loyalty, and customer trust. However, the variable of customer satisfaction does not have a significant impact on customer loyalty. Additionally, the research highlights that the variable of customer trust significantly and positively affects customer loyalty. It is evident that customer loyalty can be influenced by various dimensions, with brand equity being one of them
Versi Indonesia
Perilaku konsumerisme masyarakat indonesia yang cenderung memilih brand asing daripada brand lokal merupakan hal yang perlu di kritisi, di explore dan di uji dengan tujuan pengembangan ekonomi lokal. Tindakan kecenderungan dan loyal pada suatu brand dipengaruhi oleh beberapa faktor, termasuk ekuitas merek. Penelitian ini bertujuan untuk mengetahui mengapa banyak orang lebih tertarik pada merek internasional daripada merek lokal. Sampel penelitian diperoleh melalui metode purposive sampling, dengan pengumpulan data menggunakan kuesioner yang disebarkan kepada responden. Data kemudian dianalisis menggunakan analisis partial least square (PLS). Penelitian ini mengguna metode purposive sampling. Proses pengumpulan data dilakukan melalui penyebaran kuesioner pada responden. Analisis data yang digunakan adalah partial least square (PLS). Hasil penelitian menunjukkan bahwa variabel ekuitas merek memiliki hubungan yang signifikan dan positif terhadap kepuasan pelanggan, loyalitas pelanggan, dan kepercayaan pelanggan. Namun, variabel kepuasan pelanggan tidak memiliki pengaruh signifikan terhadap loyalitas pelanggan. Penelitian juga menemukan bahwa variabel kepercayaan pelanggan memiliki pengaruh signifikan dan positif terhadap loyalitas pelanggan. Loyalitas pelanggan bisa dipengaruhi dengan banyak dimensi, salah satunya adalah dimensi yang berkaitan dengan ekuitas merek
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