The Role of Brand Trust and Brand Image on Brand Loyalty on Apple iPhone Smartphone Users in DKI Jakarta
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Sep 24, 2021
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Abstract
The purpose of this study was to analyze: 1) The positive effect of brand image on brand loyalty, 2) The positive effect of brand trust on brand loyalty, 3) The positive effect of brand image on brand trust, 4) The effect of brand trust in mediating brand image on brand loyalty. Data collection was carried out using questionnaire which was distributed online via Google Form. The target population of this study is Apple iPhone smartphone users in DKI Jakarta, at least 18 years of age, and had purchased the product twice. The number of samples was determined to be 200 samples. The sampling technique used was purposive sampling. Data analysis was performed using Partial Least Square-Structural Equation Modeling (PLS-SEM) approach using Smart PLS software. The result showed that brand image had a positive effect on brand loyalty. In addition, brand trust also had a positive effect on brand loyalty. Furthermore, brand image had a positive effect on brand trust. Lastly, brand trust mediates the effect of brand image on brand loyalty.
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How to Cite
Hokky, L. A., & Bernarto, I. (2021). The Role of Brand Trust and Brand Image on Brand Loyalty on Apple iPhone Smartphone Users in DKI Jakarta. Enrichment : Journal of Management, 12(1), 474-482. https://doi.org/10.35335/enrichment.v12i1.250
References
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Aprilha, D., & Engkur. (2020). The effect of brand image and brand experience on brand loyalty mediated by brand trust on courier service users (study on J & T in Rawamangun, East Jakarta). Indonesian College of Economics, 1–20.
Baha, G.K. (2017). Analisis Pengaruh Brand Image, Harga, Fasilitas dan Kualitas Terhadap Perilaku Konsumen dalam Membeli Sebuah Produk (Studi Kasus pada Mahasiswa Fakultas Ekonomi Universitas Sanata Dharma Yogyakarta Pengguna produk Smartphone Samsung). Retrieved from https://repository.usd.ac.id/11867/2/122214090_full.pdf
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Bastian, D. A. (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.
Caroline, O., & Brahmana, R.K. (2018). Pengaruh Brand Image Terhadap Brand Loyalty Melalui Brand Satisfaction pada Merek Imaparts. Jurnal Mahasiswa Manajemen Bisnis, 6(1), 1-6.
Chaudari, A., & Holbrook, M.B. (2001). The Chain Effect from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81-93.
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Dewi, A. R. (2019). Pengaruh Brand image dan brand trust serta kualitas produk terhadap brand loyalty melalui kepuasan konsumen pada maybelline kosmetik di Kota Jember. Jember: Fakultas Manajemen Ekonomi dan Bisnis UNEJ.
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Efendy, P., & Suryadinata, Y. A. (2015). Analisa pengaruh brand image dan brand trust terhadap brand loyalty di Restoran D’Cost Surabaya. Jurnal Hospitality dan Manajemen Jasa, 613-627.
Ferrinadewi, E. (2007). Pengaruh threat emotion konsumen dan brand trust pada keputusan pembelian produk susu anlene di Surabaya. Jurnal Kewirausahaan, 2(1), 1.
Ghozali, I., & Latan, H. (2015). Partial least squares konsep, teknik dan aplikasi menggunakan program SmartPLS 3.0. Semarang: Badan Penerbit Universitas Diponegoro Semarang.
Ibrahim. (2011). Pengaruh Kepuasan Merek Terhadap Loyalitas Merek yang Dimediasi oleh Kepercayaan Merek pada Pelanggan Air Minum Aqua. Buletin Ekonomi, 9(1), 59-66.
IDC. (2021). The premier global market intelligence firm. Retrieved from https://www.idc.com/
James, L.R., Mulaik, S.A., & Brett, J.M. (2006). A Tale of Two Methods. Organizational Research Method, 9, 233-244.
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Lameshow, S., Hosmer, D.W., Klar, J., & Lwanga, S.K. (1997). Besar sampel dalam penelitian kesehatan. Yogyakarta: Gadjah Mada University Press.
Marliawati, A., & Cahyaningdyah, D. (2020). Impacts the brand of experience and brand image on brand loyalty: Mediators brand of trust. Management Analysis Journal, 9(2), 140–151.
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MacKinnon, D.P., Lockwood, C.M., Hoffman, J.M., West, S.G., & Sheets, V. (2002) A Comparison of Methods to Test Mediation and Other Intervening Variable Effects. Psychological Methods, 7, 83-104.
Mowen, J. C. (1988). Beyond consumer decision making. Journal of Consumer Marketing, 5(1), 15-25.
Munuera-Aleman, J.L., Delgado-Ballester, E., & Yague-Guillen, M.J. (2003).
Development and validation of a brand trust scale. International Journal of Market Research, 45(1), 1-18.
Nazir, M. (2014). Metode penelitian. Bogor: Ghalia Indonesia.
Nofriyanti, A. R. (2017). Pengaruh brand trust, brand image, perceived quality, brand loyalty terhadap brand equity pengguna Telkomsel. Ekonomi Bisnis Management and Business Economics Journal, 22(2), 130-142.
Nugroho, F. Y. (2011). Pengaruh Citra Merek dan Kepuasan Pelanggan Terhadap Loyalitas Konsumen (Studi Kasus Perilaku Konsumen Rumah Makan Gudeg Pawon di Janturan Umbulharjo). Retrieved from http://repository.upnyk.ac.id/1913/
O’Dea, P. (2020). Smartphone users worldwide 2020 | Statista. Retrieved from https://www.statista.com/statistics/330695/number-of-smartphone-users-worldwide/.
Pardo, A., & Roman, M. (2013). Reflections on the Baron and Kenny model of statistical mediation. Journal: Anales de psicologia, 29(2), 614-623.
Peter, P. J., & Olson, J. C. (2013). Perilaku konsumen dan strategi pemasaran. Jakarta: Salemba Empat.
Pramono, R. A. (2013). Pengaruh brand awareness, perceived quality dan brand image terhadap brand satisfaction dan brand loyalty pada jasa biro perjalanan antar kota di Kota Malang (studi pada pelanggan biro Perjalanan Kirana Tour dan Travel, Siluet Tour and Travel dan Bali Pri. Jurnal Aplikasi Manajemen, 11(3), 354.
Preacher, K.J., & Hayes, A.F. (2008). Asymptomatic and Resampling Strategies for Assesing and Comparing Indirect Effect in Multiple Mediator Models. Behaviour Research Methods, 40, 879-891.
Ratri, L. E. (2007). Hubungan antara citra merek (brand image) operator seluler dengan loyalitas merek (brand loyalty) pada mahasiswa pengguna telepon seluler di fakultas ekonomi reguler Universitas Diponegoro Semarang. Retrieved from http://eprints.undip.ac.id/10439/1/Lutiary_(M2A000044).pdf
Rini, A. S., & Sulistyawati, E. (2014). Pengaruh brand trust, customer satisfaction, dan corporate social responsibility terhadap brand loyalty. E-Jurnal Manajemen Universitas Udayana, 3(3), 510-529.
Rizan, M., Saidani, B., & Sari, Y. (2012). Pengaruh brand image dan brand trust terhadap brand loyalty Telkomsel. Jurnal Riset Manajemen Sain Indonesia, 3(1), 1–7.
Rodiques, Y., & Rahanatha, G. B. (2018). Peran Brand trust memediasi hubungan brand image dengan brand loyalty (studi pada konsumen iPhone di Kota Denpasar). E-Jurnal Manajemen Universitas Udayana, 7(3), 1310-1338
Saputri, M.E., & Pranata, T.R. (2014). Pengaruh brand image terhadap kesetiaan pengguna smartphone iPhone. Jurnal Sosioteknologi, 193-201.
Schiffman, L., & Kanuk, L. L. (2010). Consumer behaviour. Edisi 7. New Jersey: Pearson Prantice Hall.
Sekaran, U., & Bougie, R. (2013). Research method for business: A Skill building approach, 6th edition. United States: John Wiley & Sons Inc.
Setyowati, E. (2017). Pengaruh kualitas pelayanan, harga, dan citra merek terhadap loyalitas pelanggan dengan kepuasan pelanggan sebagai variabel pemediasi. Daya Saing Jurnal Ekonomi Manajemen Sumber Daya, 18(2), 102-112.
Smith, D. C., & Aaker, D. A. (1992). Managing brand equity: Capitalizing on the value of a brand name. Journal of Marketing.
Statista. (2019). Indonesia: Market share of leading mobile brands 2019. Retrieved from https://www.statista.com/statistics/937100/indonesia-market-share-of-leadin g-mobile-brands/.
Sugiyono. (2008). Metode Penelitian Pendidikan. Bandung: Alfabeta.
Sugiyono. (2012). Metode penelitian kuantitatif, kualitatif dan R&D. Bandung: Alfabeta.
Supangat, A. (2007). Statistika : Dalam kajian deskriptif, inferensial dan nonparametik. Jakarta: Kencana Prenada Media Group.
Tankovska, P. (2020). Apple iPhone sales by year 2007-2018 | Statista. Retrieved from https://www.statista.com/statistics/276306/global-apple-iphone-sales-since-fiscal-year-2007/.
Tehuayo, E. (2015). Analisis Pengaruh Citra Merek Terhadap Kepuasan Merek (Studi pada Pengguna Handphone Blackberry di Kota Ambon). Jurnal Ekonomi, 9(1), 50-56.
Tingkir, C. F. (2014). Pengaruh identitas merek terhadap loyalitas merek melalui citra merek dan kepercayaan merek Toyota. Jurnal Manajemen Pemasaran, 8(2).
Warusman, J. D., & Untarini, N. (2016). Pengaruh citra merek dan kepercayaan merek terhadap loyalitas pelanggan (studi pada anggota komunitas Sepeda Motor Honda Vario 125cc di Surabaya). Jurnal Ilmu Manajemen.
Wikipedia. (2021). Apple, Inc. Retrieved from https://en.wikipedia.org/wiki/Ap ple_Inc.Zhao, X., et al. (2010). Reconsidering Baron and Kenny: Myths and Truths about Mediation analysis. Journal of Consumer Research Inc., 37(2), 197-206.
Anjani, A. (2017). Pengaruh brand image dan brand trust terhadap brand loyalty lipstik Revlon. Retrieved from http://eprints.uny.ac.id/53294/1/ArinAnjani_15808147027.pdf
Aprilha, D., & Engkur. (2020). The effect of brand image and brand experience on brand loyalty mediated by brand trust on courier service users (study on J & T in Rawamangun, East Jakarta). Indonesian College of Economics, 1–20.
Baha, G.K. (2017). Analisis Pengaruh Brand Image, Harga, Fasilitas dan Kualitas Terhadap Perilaku Konsumen dalam Membeli Sebuah Produk (Studi Kasus pada Mahasiswa Fakultas Ekonomi Universitas Sanata Dharma Yogyakarta Pengguna produk Smartphone Samsung). Retrieved from https://repository.usd.ac.id/11867/2/122214090_full.pdf
Baron, R.M., & Kenny, D.A. (1986). The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic and Statistical Consideration. Journal of Personality and Social Psychology, 51, 1173-1182.
Bastian, D. A. (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.
Caroline, O., & Brahmana, R.K. (2018). Pengaruh Brand Image Terhadap Brand Loyalty Melalui Brand Satisfaction pada Merek Imaparts. Jurnal Mahasiswa Manajemen Bisnis, 6(1), 1-6.
Chaudari, A., & Holbrook, M.B. (2001). The Chain Effect from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81-93.
Davis, D. (2005). Business research for decision making. United State: Thompson South Western.
Degenhard, J. (2020). Smartphone users worldwide 2020 | Statista. Retrieved from https://www.statista.com/statistics/330695/number-of-smartphone-users-worldwide/.
Dewi, A. R. (2019). Pengaruh Brand image dan brand trust serta kualitas produk terhadap brand loyalty melalui kepuasan konsumen pada maybelline kosmetik di Kota Jember. Jember: Fakultas Manajemen Ekonomi dan Bisnis UNEJ.
Dharmmesta, B. S. (1999). Loyalitas pelanggan : Sebuah kajian konseptual sebagai panduan bagi peneliti. Journal of Indonesian Economy and Business, 14(3), 1-25.
Durianto, D., Sugiarto., Sitinjak, T. (2001). Strategi Menaklukan Pasar Melalui Riset Ekuitas dan Perilaku Merek. Jakarta: Gramedia.
Efendy, P., & Suryadinata, Y. A. (2015). Analisa pengaruh brand image dan brand trust terhadap brand loyalty di Restoran D’Cost Surabaya. Jurnal Hospitality dan Manajemen Jasa, 613-627.
Ferrinadewi, E. (2007). Pengaruh threat emotion konsumen dan brand trust pada keputusan pembelian produk susu anlene di Surabaya. Jurnal Kewirausahaan, 2(1), 1.
Ghozali, I., & Latan, H. (2015). Partial least squares konsep, teknik dan aplikasi menggunakan program SmartPLS 3.0. Semarang: Badan Penerbit Universitas Diponegoro Semarang.
Ibrahim. (2011). Pengaruh Kepuasan Merek Terhadap Loyalitas Merek yang Dimediasi oleh Kepercayaan Merek pada Pelanggan Air Minum Aqua. Buletin Ekonomi, 9(1), 59-66.
IDC. (2021). The premier global market intelligence firm. Retrieved from https://www.idc.com/
James, L.R., Mulaik, S.A., & Brett, J.M. (2006). A Tale of Two Methods. Organizational Research Method, 9, 233-244.
Kompasiana. (2015). Smartphone = Ponsel pintar (katanya?). Retrieved from https://www.kompasiana.com/bayush/54ff536ba333113244510329/smar tphone-ponsel-pintar-katanya.
Kotler, P., & Armstrong, G. (2018). Principles of marketing. UK: Pearson.
Lameshow, S., Hosmer, D.W., Klar, J., & Lwanga, S.K. (1997). Besar sampel dalam penelitian kesehatan. Yogyakarta: Gadjah Mada University Press.
Marliawati, A., & Cahyaningdyah, D. (2020). Impacts the brand of experience and brand image on brand loyalty: Mediators brand of trust. Management Analysis Journal, 9(2), 140–151.
McCarthy, N. (2019). Loyalty is waning among iPhone users. Retrieved from https://www.forbes.com/sites/niallmccarthy/2019/07/22/loyalty-is-waning-among-iphone-users-infographic/#2e64f0bb10b9.
MacKinnon, D.P., Lockwood, C.M., Hoffman, J.M., West, S.G., & Sheets, V. (2002) A Comparison of Methods to Test Mediation and Other Intervening Variable Effects. Psychological Methods, 7, 83-104.
Mowen, J. C. (1988). Beyond consumer decision making. Journal of Consumer Marketing, 5(1), 15-25.
Munuera-Aleman, J.L., Delgado-Ballester, E., & Yague-Guillen, M.J. (2003).
Development and validation of a brand trust scale. International Journal of Market Research, 45(1), 1-18.
Nazir, M. (2014). Metode penelitian. Bogor: Ghalia Indonesia.
Nofriyanti, A. R. (2017). Pengaruh brand trust, brand image, perceived quality, brand loyalty terhadap brand equity pengguna Telkomsel. Ekonomi Bisnis Management and Business Economics Journal, 22(2), 130-142.
Nugroho, F. Y. (2011). Pengaruh Citra Merek dan Kepuasan Pelanggan Terhadap Loyalitas Konsumen (Studi Kasus Perilaku Konsumen Rumah Makan Gudeg Pawon di Janturan Umbulharjo). Retrieved from http://repository.upnyk.ac.id/1913/
O’Dea, P. (2020). Smartphone users worldwide 2020 | Statista. Retrieved from https://www.statista.com/statistics/330695/number-of-smartphone-users-worldwide/.
Pardo, A., & Roman, M. (2013). Reflections on the Baron and Kenny model of statistical mediation. Journal: Anales de psicologia, 29(2), 614-623.
Peter, P. J., & Olson, J. C. (2013). Perilaku konsumen dan strategi pemasaran. Jakarta: Salemba Empat.
Pramono, R. A. (2013). Pengaruh brand awareness, perceived quality dan brand image terhadap brand satisfaction dan brand loyalty pada jasa biro perjalanan antar kota di Kota Malang (studi pada pelanggan biro Perjalanan Kirana Tour dan Travel, Siluet Tour and Travel dan Bali Pri. Jurnal Aplikasi Manajemen, 11(3), 354.
Preacher, K.J., & Hayes, A.F. (2008). Asymptomatic and Resampling Strategies for Assesing and Comparing Indirect Effect in Multiple Mediator Models. Behaviour Research Methods, 40, 879-891.
Ratri, L. E. (2007). Hubungan antara citra merek (brand image) operator seluler dengan loyalitas merek (brand loyalty) pada mahasiswa pengguna telepon seluler di fakultas ekonomi reguler Universitas Diponegoro Semarang. Retrieved from http://eprints.undip.ac.id/10439/1/Lutiary_(M2A000044).pdf
Rini, A. S., & Sulistyawati, E. (2014). Pengaruh brand trust, customer satisfaction, dan corporate social responsibility terhadap brand loyalty. E-Jurnal Manajemen Universitas Udayana, 3(3), 510-529.
Rizan, M., Saidani, B., & Sari, Y. (2012). Pengaruh brand image dan brand trust terhadap brand loyalty Telkomsel. Jurnal Riset Manajemen Sain Indonesia, 3(1), 1–7.
Rodiques, Y., & Rahanatha, G. B. (2018). Peran Brand trust memediasi hubungan brand image dengan brand loyalty (studi pada konsumen iPhone di Kota Denpasar). E-Jurnal Manajemen Universitas Udayana, 7(3), 1310-1338
Saputri, M.E., & Pranata, T.R. (2014). Pengaruh brand image terhadap kesetiaan pengguna smartphone iPhone. Jurnal Sosioteknologi, 193-201.
Schiffman, L., & Kanuk, L. L. (2010). Consumer behaviour. Edisi 7. New Jersey: Pearson Prantice Hall.
Sekaran, U., & Bougie, R. (2013). Research method for business: A Skill building approach, 6th edition. United States: John Wiley & Sons Inc.
Setyowati, E. (2017). Pengaruh kualitas pelayanan, harga, dan citra merek terhadap loyalitas pelanggan dengan kepuasan pelanggan sebagai variabel pemediasi. Daya Saing Jurnal Ekonomi Manajemen Sumber Daya, 18(2), 102-112.
Smith, D. C., & Aaker, D. A. (1992). Managing brand equity: Capitalizing on the value of a brand name. Journal of Marketing.
Statista. (2019). Indonesia: Market share of leading mobile brands 2019. Retrieved from https://www.statista.com/statistics/937100/indonesia-market-share-of-leadin g-mobile-brands/.
Sugiyono. (2008). Metode Penelitian Pendidikan. Bandung: Alfabeta.
Sugiyono. (2012). Metode penelitian kuantitatif, kualitatif dan R&D. Bandung: Alfabeta.
Supangat, A. (2007). Statistika : Dalam kajian deskriptif, inferensial dan nonparametik. Jakarta: Kencana Prenada Media Group.
Tankovska, P. (2020). Apple iPhone sales by year 2007-2018 | Statista. Retrieved from https://www.statista.com/statistics/276306/global-apple-iphone-sales-since-fiscal-year-2007/.
Tehuayo, E. (2015). Analisis Pengaruh Citra Merek Terhadap Kepuasan Merek (Studi pada Pengguna Handphone Blackberry di Kota Ambon). Jurnal Ekonomi, 9(1), 50-56.
Tingkir, C. F. (2014). Pengaruh identitas merek terhadap loyalitas merek melalui citra merek dan kepercayaan merek Toyota. Jurnal Manajemen Pemasaran, 8(2).
Warusman, J. D., & Untarini, N. (2016). Pengaruh citra merek dan kepercayaan merek terhadap loyalitas pelanggan (studi pada anggota komunitas Sepeda Motor Honda Vario 125cc di Surabaya). Jurnal Ilmu Manajemen.
Wikipedia. (2021). Apple, Inc. Retrieved from https://en.wikipedia.org/wiki/Ap ple_Inc.Zhao, X., et al. (2010). Reconsidering Baron and Kenny: Myths and Truths about Mediation analysis. Journal of Consumer Research Inc., 37(2), 197-206.