HUBUNGAN ANTARA BRAND TRUST DENGAN BRAND LOYALTY PADA PENGGUNA SMARTPHONE SAMSUNG
DOI:
https://doi.org/10.22236/utilitas.v7i2.8425Abstract
This research aims to find the relationship between brand trust and brand loyalty. The study's population of 210 consumers was Samsung smartphone users. The study sampled 140 consumers who bought and used Samsung smartphones. The sampling technique used is the Axial Sampling technique. This study uses an associative quantitative approach, with survey methods with correlational techniques. To find out how much relationship brand trust (brand trust) with brand loyalty (brand loyalty) in Samsung smartphone users used Pearson product-moment correlation and obtained rxy = 0.983 then continued t test calculation with significance obtained from the calculation of ᶠ= 0.05 with the amount n = 140 and dk - 2 = 53 - 2 = 51, So obtained ttabel = 1,645. It turns out that thitung > ttabel or 62,772 > 1.65, then Ho was rejected, meaning there is a significant relationship between brand trust and brand loyalty. So the coefficient of determination of 96.6% means that the brand trust variable has a contribution to brand loyalty of 96.6% and the remaining 3.4% is determined by other variables that are not studied by researchers. Thus in this study concluded that there is a relationship between brand trust and brand loyalty in Samsung smartphone users.
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References
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Riana G. (2008). Pengaruh Trust in a brand terhadap Brand Loyaltypada Konsumen Air Minum Aqua di Kota Denpasar. Buletin Studi Ekonomi, 2(13), 184–202.
Sahin, A., Zehir, C., & Kitapci, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty; An empirical research on global brands. Procedia Social and Behavioral Sciences, 24, 1288–1301.
Tjiptono, F. (2008). Strategi Pemasaran. Yogyakarta: Penerbit Andi.
Waldemar, K. dan. (2016). B2B Brand Management. Jakarta: PT. Bhuana Ilmu Populer.
Baser, I. U., Cintamur, I. G., & A. F. M. (2015). Examining the effect of brand experience on customer satisfaction, brand trust, and brand loyalty. Marmara Universitesi, 37(2), 101–128.
Bastian, A. (2014). Analisa Pengaruh Citra Merek (Brand Image) dan Kepercayaan Merek (Brand Trust) Terhadap Loyalitas Merek (Brand Loyalty) ADES PT. Ades Alfindo Putra Setia. Journal of Business Research. Universitas Kristen Petra. Surabaya.
Delgado-Ballester, E. J. L. M.-A. (2005). "Does brand trust matter to brand equity?” Journal of Product & Brand Management, 14(3).
Edris, M. (2009). Pengaruh Kepercayaan Merek terhadap Loyalitas Merek (Studi Kasus pada Deterjen Merek Rinso di Kabupaten Kudus). Jurnal Analisis Manajemen Fakultas Ekonomi Universitas Muria Kudus.
Lovelock C & Wirtz J. (2011). Services Matrketing: People, Technology, Strategy, Seventh Edition. New Jersey: Pearson Education, Inc.
Nofriyanti, A. R. (2017). Pengaruh Brand Trust, Brand Image, Perceived Quality, Brand Loyalty Terhadap Brand Equity Pengguna Telkomsel. EKOBIS - Ekonomi BisnisMagister Manajemen Universitas Brawijaya, 22(2), 130–142.
Prasetya D.H. (2019). 60+ Merk Logo Handphone Terlengkap. Retrieved from Bitebrands website: https://www.bitebrands.co/2015/10/ merk-logo-smartphone-terlengkap.html.
Rahmat dan Marso. (2020). Hubungan Brand Experience, Brand Image, Brand Satisfaction, dan Brand Loyalty dalam Perspektif Four Stage Loyalty Model (Studi Terhadap Mahasiswa Pengguna Smasrtphone di Tarakan). 14(1), 17–24. https://doi.org/10.9744/pemasaran.14.1.17
Rehman, A., Ahmed, M. A., Mahmood, F., & Shahid, M. (2014). The effects of brand experience, satisfaction and trust on brand loyalty; An empirical research on the internet services of cellular companies in pakistan. International Journal of Management Sciences and Business Research, 3(9), 90–100.
Riana G. (2008). Pengaruh Trust in a brand terhadap Brand Loyaltypada Konsumen Air Minum Aqua di Kota Denpasar. Buletin Studi Ekonomi, 2(13), 184–202.
Sahin, A., Zehir, C., & Kitapci, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty; An empirical research on global brands. Procedia Social and Behavioral Sciences, 24, 1288–1301.
Tjiptono, F. (2008). Strategi Pemasaran. Yogyakarta: Penerbit Andi.
Waldemar, K. dan. (2016). B2B Brand Management. Jakarta: PT. Bhuana Ilmu Populer.
