The Impact of Brand Reputation, Brand Equity and Brand Competence on Brand Loyalty
Abstract
The aims of this study were to test and analyze the impact of reputation, equity and brand competence to the handphone brand loyalty in Ambon city. The Population in this study were all the handphone users in Ambon City. The sampling technique used in this study was purposive sampling which took 75 respondents matched with the criteria. Multiple linier regression was used to analyze the data. The result showed that the variable of reputation, equity, and brand competence had positive and significant impact on the handphone brand loyalty in Ambon City. This can be proven through the regression coefficient of reputation, equity, and brand competence in which if the score of reputation, equity, and brand competence improves, the score of loyalty will also improve. Therefore, it can be said that the improvement of reputation, equity, and brand competence will improve the loyalty of handphone brand in Ambon City.
Downloads
References
Abas Bambang dan Meyzi Heriyanto. (2017). Pengaruh Brand Equity dan Brand Trust Terhadap Loyalitas Konsumen Mobil Merek Toyota Kijang Innova (Survey Konsumen pada Dealer PT. Agung Automall Cabang Sutomo Pekanbaru). JOM FISIP, 4(2), 1–11. Retrieved from https://jom.unri.ac.id/index.php/JOMFSIP/article/view/15549
Agil Putra Shandi. (2011). Analisis Dimensi Kepercayaan Merek Terhadap Loyalitas Merek Pengguna Kartu Indosat IM3 di Kota Semarang. Universitas Diponegoro.
Alamsyah. (2013). Analisis Pengaruh Ekuitas Merek dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan (Studi Kasus pada RS Syarif Hidayatullah). UIN Syarif Hidayatullah.
Astono, A. D., Astuti, W., & Respati, H. (2021). The Effect of Reputation And Competence on Customer Loyalty Through Customer Trust. International Journal of Global Accounting, Management, Education, and Entrepreneurship, 1(2), 90–99. https://doi.org/10.33642/ijbass.v6n5p6
Basu Swastha Dharmmesta. (1999). Loyalitas Pelanggan; Sebuah Kajian Konseptual Sebagai Panduan Bagi Peneliti. Jurnal Ekonomi Dan Bisnis Indonesia, 14(3), 73–88. Retrieved from https://jurnal.ugm.ac.id/jieb/article/view/39434/22323
Bowen, JT, and Chen, S. (2001). The Relationship between Customer Loyalty and Customer Satisfaction. International Journal of Contemporary Hospitality, 13(5), 213–217. Retrieved from https://www.proquest.com/docview/228362539
Campbell, L. dan Finch, E. (2003). Customer Satisfaction and Organisational Justice. ProQuest Science Journals Facilities, 22(7/8), 178–189.
Dewi Aurora Mikasari dan Agung Edy Wibowo. (2021). Reputasi Merek, Kompetensi Merek, Kesukaan Merek dan Kepercayaan pada Perusahaan Terhadap Loyalitas Merek Apotek Vitka Farma. Jurnal Postgraduate Management, 1(1), 14–25. Retrieved from http://ojs3.lppm-uis.org/index.php/PMJ/article/view/125
Eduard Yohannis Tamaela. (2015). Determinan Dimensi Kepercayaan Merek Terhadap Keputusan Pembelian Kaos Merek Gagartang di Kota Ambon - PDF. Benchmark, 4(1), 48–61. Retrieved from https://www.academia.edu/42295768/Determinan_Dimensi_Kepercayaan_Merek_Terhadap_Keputusan_Pembelian_PDF
Eduard Yohannis Tamaela & Herman Surijadi. (2015). Pengaruh Atribut Produk dan Pencarian Variasi Terhadap Perilaku Perpindahan Merek Handphone Merek Nokia dan Blackberry ke Samsung Galaxy Series - PDF. Benchmark Jurnal Ekonomi Bisnis & Akuntansi, 3(2), 49–62. Retrieved from http://www.solopos.com
Ferdinand, A. (2006). Metode Penelitian Manajemen; Pedoman Penelitian Untuk Penulisan Skripsi, Tesis Dan Disertasi Ilmu Manajemen (2nd ed.). Semarang: Badan Penerbit Universitas Diponegoro.
Kaisupy, T. D. (2017). Dampak Reputasi, Komptensi, Kemampuan Memprediksi dan Ekuitas Merek Terhadap Loyalitas Merek. Jurnal Ilmu Ekonomi Adventage, 1(6), 1–8. Retrieved from https://unidar.e-journal.id/jadv/article/view/63
Keller, K. . (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity, Journal of Marketing, 57, 1–22. Retrieved from https://www.jstor.org/stable/1252054?origin=crossref
Kurnia, F., & Mukhtar, Y. (2000). Pengaruh Ekuitas Merek Terhadap Loyalitas Pelanggan Pada Produk Pocari Sweat di Kota Padang. Ejurnal.Bunghatta, 1–15. Retrieved from https://adoc.pub/pengaruh-kepercayaan-merek-terhadap-loyalitas-merek-studi-ka.html
Lau, Geok Theng and Lee, S. H. (1999). Consumer Trust in Brand and The Link to Brand Loyalty,. Journal of Market Focused Management, 4, 341–379. Retrieved from https://link.springer.com/article/10.1023/A:1009886520142
Lisa Wood. (2000). Brands and Brand Equity: Definition and Management. Management Decision, 38(9), 662–669. Retrieved from https://www.emerald.com/insight/content/doi/10.1108/00251740010379100/full/html
Mahmood, T., Qaseem, S., Ali, Q. M., Ali, H. F., Humayon, A. A., & Gohar, A. (2018). The Impact of Brand Identification, Brand Equity, Brand Reputation on Brand Loyalty: Mediating Role of Brand Affect in Pakistan. Business and Management Research, 7(4), 46–52. https://doi.org/10.5430/bmr.v7n4p46
Mochammad Edris. (2012). Pengaruh Kepercayaan Merek Terhadap Loyalitas Merek (Studi Pada Detergen Merek Rinso di Kabupaten Kudus). Jurnal Analisis Manajemen Fakultas Ekonomi Universitas Muria Kudus, 1–13. Retrieved from https://adoc.pub/pengaruh-kepercayaan-merek-terhadap-loyalitas-merek-studi-ka.html
Muhammad Rizan, Basrah Saidani, Y. S. (2012). Pengaruh brand image, brand trust Terhadap Brand Loyality the Botol Sosro. Jurnal Riset Manajemen Sains Indonesia, 3(1), 1–17. Retrieved from http://journal.unj.ac.id/unj/index.php/jrmsi/article/view/772/681
Nila Kasuma Dewi, G. A. dan S. Y. (2012). Pengaruh Iklan, Citra MereK dan Kepuasan Konsumen Terhadap Loyalitas Konsumen Dalam Menggunakan Vaseline Hand And Body Lotion di Kota Padang (Studi Kasus di PT. Unilever Cabang Padang). Jurnal Manajemen Dan Kewirausahaan, 3(2), 11–29. Retrieved from http://blog.ub.ac.id/dinaandri/files/2013/03/Jurnal-Manajemen-dan-Kewirausahaan.pdf
Oskar Sepriadi, Dahliana Kemener, N. H. (2012). Pengaruh Harga, Kualitas Pelayanan dan Reputasi Merek Terhadap Loyalitas Penumpang CV. Tranex Mandiri. , Universitas Bung Hatta.
Priyatno, D. (2012). Belajar Cepat Olah Data Statistik Dengan SPSS. Yogyakarta: Andi.
Wicaksana, T. A., Suharyono, & Hidayat, K. (2018). Pengaruh Ekuitas Merek Terhadap Kepuasan Dan Loyalitas Pelanggan (Survei pada Pengguna Sepeda Motor Merek Honda Beat di Sarana Kartika Motor Kabupaten Malang). Jurnal Administrasi Bisnis, 63(1), 74–81. Retrieved from https://garuda.kemdikbud.go.id/documents/detail/801373
Yoo, B., Donthu, N., & Lee, S. (2000). an Examination of Selected Marketing Mix Elements and Brand Equity. Journal of the Academy of Marketing Science, 28(2), 195–211. https://doi.org/10.1177/0092070300282002
Copyright (c) 2022 PUBLIC POLICY (Jurnal Aplikasi Kebijakan Publik & Bisnis)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Penulis yang naskahnya diterbitkan harus menyetujui ketentuan sebagai berikut;
- Hak publikasi atas semua materi naskah yang diterbitkan dipegang oleh dewan penyunting dengan sepengatahuan penulis.
- Ketentuan legal formal untuk akses digital Jurnal Public Policy tunduk pada ketentuan lisensi Creative Commons Attribution Sharealike (CC BY SA) yang berarti Jurnal Public Policy berhak menyimpan, mengalih media/mengformatkan, mengelola dalam bentuk pangkalan data (database), merawat dan mempublikasikan naskah tanpa meminta ijin dari penulis selama tetap mencantumkan nama penulis sebagai pemilik hak cipta.
- Naskah yang dipublikasikan bersifat open access untuk tujuan penyebarluasan hasil penelitian. Selain tujuan tersebut, dewan penyunting tidak bertanggung jawab atas pelanggaran terhadap hukum hak cipta.
.png)
