Analisis Pengaruh Indikator Brand Resonance Terhadap Brand Loyalty  Pada Konsumen Restoran Berlabel Halal di Solo Raya

Delfiya Anggraini; Moechammad Nasir

doi:10.22236/alurban_vol8.i2/18037

Authors

Delfiya Anggraini Program Studi Manajemen, Universitas Muhammadiyah Surakarta
Moechammad Nasir Program Studi Manajemen, Universitas Muhammadiyah Surakarta

DOI:

https://doi.org/10.22236/alurban_vol8.i2/18037

Keywords:

Brand Loyalty, Brand Resonace, Brand Credibility, Service Quality, Customer Satisfaction, Brand Association

Abstract

This study aims to examine (1) the effect of brand credibility, (2) the effect of service quality, (3) the effect of customer satisfaction, and (4) the effect of brand association on brand loyalty among users of halal-certified restaurants in Solo Raya. This research employs a quantitative approach. The population of this study includes individuals who visit halal-certified restaurants in the Solo Raya area. Sampling was conducted using a non-probability sampling method, with a total sample size of 200 respondents. The study uses primary data collected through the distribution of questionnaires. The data analysis methods employed in this research include validity tests, reliability tests, multiple linear regression analysis, F-tests, t-tests, and the coefficient of determination (R²). The results of the study indicate that the variables brand credibility, service quality, customer satisfaction, and brand association collectively explain brand loyalty by 21.6%, while the remaining 78.4% is explained by other variables not examined in this study. Based on the findings, it was concluded that (1) brand credibility has a positive and significant influence on brand loyalty, (2) service quality has a positive and significant influence on brand loyalty, (3) customer satisfaction has a positive and significant influence on brand loyalty, and (4) brand association has a positive and significant influence on brand loyalty.

Downloads

Download data is not yet available.

References

Agutina, A., Suci, R. P., & Wulandari, W. (2021). Pengaruh Strategi Promosi Social Media Dan Kualitas Produk Serta Word of Mouth Marketing Terhadap Keputusan Pembelian Kuliner. Jurnal Administrasi Dan Bisnis, 15(1), 41–51. http://j-adbis.polinema.ac.id/index.php/adbis/article/viewFile/110/108

Ali Abduroziq, Nurizal Ismail, S. A.-A. (2024). Pengaruh harga, ketenaran, dan label halal terhadap minat beli konsumen pada restoran halal (studi kasus restoran halal di jabodetabek). 10(1), 122–131.

Asuamah Yeboah, S. (2023). [WIP] Mp r a. Economic Policy, 2116, 0–33.

Bram, D. (2023). Bisnis Kuliner di Kota Bengawan Mulai Bergeliat. Radarsolo.Jawapos.Com. https://radarsolo.jawapos.com/ekonomi/841697310/bisnis-kuliner-di-kota-bengawan-mulai-bergeliat

Devi, A. A. D. T., & Yasa, N. N. K. (2021). Role of Customer Satisfaction in Mediating the Influence of Service Quality and Perceived Value on Brand Loyalty. International Research Journal of Management, IT and Social Sciences, 8(3), 315–328. https://doi.org/10.21744/irjmis.v8n3.1786

Fatma, M., & Khan, I. (2023). CSR Influence on Brand Loyalty in Banking: The Role of Brand Credibility and Brand Identification. Sustainability (Switzerland), 15(1). https://doi.org/10.3390/su15010802

Ghozali, I. (2018). Aplikasi Multivariete dengan Program IBM SPSS 21 Update PLS Regresi. Badan Penerbit Universitas Diponegoro.

Ghozali, I. & L. (2015). Partial Least Square Konsep Teknik dan Aplikasi Menggunakan Program Smartpls 3.0 (2 nd). Universitas Diponegoro.

Keller&Kotler. (2016). Principle of Marketing (16 th). Pearson Prentice Hall.

Maytasari, D. (2022). Analisis Pengaruh Company Characteristic, Consumer Brand Characteristic, Dan Brand Credibility Terhadap Brand Loyalty Shampo Pantene Di Soloraya. 111. http://eprints.ums.ac.id/103246/

Moosa, R., & Kashiramka, S. (2023). Objectives of Islamic banking, customer satisfaction and customer loyalty: empirical evidence from South Africa. Journal of Islamic Marketing, 14(9), 2188–2206. https://doi.org/10.1108/JIMA-01-2022-0007

Nasir, M., Murwanti, S., & Isa, M. (2022). Creating Brand Loyalty for Smartphone Products Based on Brand Image , Brand Trust , and Brand Experience. 8, 28–41.

Nasir, M., Sularso, A., Irawan, B., & Paramu, H. (2020). Article ID: IJM_11_06_113 Cite this Article: Moechammad Nasir, Andi Sularso, Bambang Irawan and Hadi Paramu, Brand Trust for Creating Brand Loyalty in Automotive Products. International Journal of Management, 11(06), 1237–1250. https://doi.org/10.34218/IJM.11.6.2020.113

Nizarikhutama, M. B., & Murwanti, S. (2024). Analysis of the Effect of Brand Resonance and Brand Trust on Brand Loyalty. Jurnal Ilmiah Manajemen Kesatuan, 12(1), 155–162. https://doi.org/10.37641/jimkes.v12i1.2399

Pranata, Z., & Permana, D. (2021). Identifying the Role of Brand Loyalty in the Relationship between Brand Awareness, Brand Association and Repurchase Intention. European Journal of Business and Management Research, 6(1), 129–133. https://doi.org/10.24018/ejbmr.2021.6.1.704

Puteri, S. N. A., & Nasir, M. (2019). Pengaruh Brand Competence, Brand Satisfaction dan Trustworthiness Terhadap Brand Loyalty Pada Sepeda Motor Honda Vario di Kota Surakarta. Ekonomi Dan Bisnis, 8(1), 1–23.

Putra, A. R. P., & Nasir, M. (2024). Studi Komparasi Brand Credibility, Brand Trust, dan Brand Resonance Terhadap Brand Loyalty Sepeda Montor Type Scoopy di Kota Surakarta dan Kabupaten …. Management Studies and …, 5(1), 2973–2983. https://journal.yrpipku.com/index.php/msej/article/view/4423%0Ahttps://journal.yrpipku.com/index.php/msej/article/download/4423/2454

Reitsamer, B. F., & Brunner-Sperdin, A. (2021). It’s all about the brand: place brand credibility, place attachment, and consumer loyalty. Journal of Brand Management, 28(3), 291–301. https://doi.org/10.1057/s41262-020-00229-z

Roza, Y. M. (2023). IDENTITAS BUDAYA DAN SOSIAL PADA MAKANAN KHAS DAERAH: TINJAUAN TERHADAP PERILAKU KONSUMSI MASYARAKAT MUSLIM PADA BULAN RAMADAN DI INDONESIA. Jurnal Ilmiah Manajemen, 4(1), 88–100.

Salwa Salsabilla. (2020). Tinjauan Yuridis Terhadap Perlindungan Konsumen Dari Segi Kuliner Di Kota Wisata Berastagi (Penelitian Pada Rumah Makan Muslim Gundaling). 1–81.

Septianarditya, C., & Nasir, M. (2022). Analisis Kepuasan Pelanggan IndiHome berdasarkan Kualitas Pelayanan, Harga, dan Promosi. Eksos, 18(1), 71–79. https://doi.org/10.31573/eksos.v18i1.440

Shabbir, S. A. (2020). Impact of Service Quality and Brand Image on Brand Loyalty: the Mediating Role of Customer Satisfaction. Eurasian Journal of Social Sciences, 8(2), 75–84. https://doi.org/10.15604/ejss.2020.08.02.004

Sheykhan, S., Boozary, P., Ghorbantanhaei, H., Pourmirza, M., & Rabiee, M. (2024). Evaluation of Sustainable Marketing Strategy Based on Product Perceived Value in Attracting Brand Loyalty Using FCM & Rough BWM Methods. Power System Technology, 48(1), 806–827. https://powertechjournal.com/index.php/journal/article/view/344

Sugiyono. (2011). Metode penelitian kuantitatif kualitatif dan R&Sugiyono. (2011). Metode penelitian kuantitatif kualitatif dan R&D. Alfabeta.D. Alfabeta.

Sugiyono. (2012). Metode Penelitian Kuantitatif Kualitatif dan R&D. Alfabeta.

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

Sugiyono. (2017). Metode Penelitian Bisnis Pendekatan Kuantiatif dan Kualitatif,Kombinasi dan R&D (3rd ed.). Alfabeta.

Sugiyono. (2018). Metode Kuantitatif,Kualitatif dan R&D. Alfabeta.

Vuong, T. K., & Bui, H. M. (2023). The role of corporate social responsibility activities in employees’ perception of brand reputation and brand equity. Case Studies in Chemical and Environmental Engineering, 7. https://doi.org/10.1016/j.cscee.2023.100313

Wicaksono R. (2023). Jadi Tumpuan! UMKM Kuliner di Solo Diperkirakan Tumbuh 15 Persen. Soloposbisnis. https://bisnis.solopos.com/jadi-tumpuan-umkm-kuliner-di-solo-diperkirakan-tumbuh-15-persen-1550034

Yunus, F. F., Arief, R. F., Pengaruh, A., Febri, F., Dan, Y., Arief, R. F., Beli, N., Merek, K., Merek, A., Merek, C., Kualitas, P., Yang, N., & Smartphone, D. (2022). Analisa Pengaruh Brand (Awareness, Association & Image) Danperceived (Quality & Value) Terhadap Purchase Intention Melalui Peran Mediasi Brand Loyalty. Jurnal Imiah Maajemen Bisnis Dan Inovasi Universitas Sam Raulangi, 9(N0 3), 1816–1832.