The Effect of Brand Image, Brand Trust and Customer Experience on Brand Loyalty

Ilham Afiftama; Moechammad Nasir

doi:10.37641/jimkes.v12i1.2403

Authors

Ilham Afiftama Department of Management, Faculty of Economics and Business; Universitas Muhammadiyah Surakarta, Indonesia
Moechammad Nasir Department of Management, Faculty of Economics and Business; Universitas Muhammadiyah Surakarta, Indonesia

DOI:

https://doi.org/10.37641/jimkes.v12i1.2403

Keywords:

Brand Image, Brand Loyalty, Brand Trust, Customer Experience

Abstract

The purpose of this study was to analyze the effect of brand image, brand trust, customer experience, on brand loyalty in Baberking haircut services. This research method is quantitative. This study uses primary data, namely data obtained directly from respondents through filling out questionnaires. The sampling technique in this study was non probability sampling. The population in this study were all people who used haircuts at Baberking haircut services in Solo Raya. The sample in this study were respondents who had used haircut services at Baberking Solo Raya. The number of samples in this study were 200 respondents. Data analysis in this study is quantitative analysis using Partial Least Square (PLS) analysis. The software used in this research is Smart PLS version 3.0. The results of this study are Based on the results of the analysis and discussion that has been carried out in this study, it is found that brand image has a significant effect on brand loyalty in Barberking Solo Raya haircut services. Brand trust has a significant effect on brand loyalty in Barberking Solo Raya haircut services. Customer experience has a significant effect on brand loyalty at Barberking Solo Raya haircut services.

Downloads

Download data is not yet available.

References

Balinado, J. R., Prasetyo, Y. T., Young, M. N., Persada, S. F., Miraja, B. A., & Perwira Redi, A. A. N. (2021). The effect of service quality on customer satisfaction in an automotive after-sales service. Journal of Open Innovation: Technology, Market, and Complexity, 7(2), 116. https://doi.org/10.3390/joitmc7020116

Diputra, I. G. A. W., & Yasa, N. N. (2021). The Influence of Product Quality, Brand Image, Brand Trust on Customer Satisfaction and Loyalty. American International Journal of Business Management (AIJBM), 4(1), 25–34.

Fauzi, M. Z., Rachma, N., & Hufron, M. (2018). Pengaruh E-Service Quality Terhadap Loyalitas Pelanggan Go-jek melalui Kepuasan Sebagai Variabel Intervening (Studi Pada Mahasiswa Fakultas Ekonomi dan Bisnis UNISMA Pengguna Jasa Go-Jek). JRM : Jurnal Riset Manajemen, 7(6), 218–230.

Fitria, T., Yohana, C., & Saidanai, B. (2021). Pengaruh Pengalaman Pelanggan Terhadap Niat Membeli Kembali Dengan Kepuasan Pelanggan Sebagai Variabel Intervening: Studi Pada Pengguna E-Commerce X di DKI Jakarta. Jurnal Bisnis, Manajemen, Dan Keuangan, 2(2), 592–610.

Gultom, D. K., Arif, M., & Fahmi, M. (2020). Determinasi Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Melalui Kepercayaan. MANEGGGIO: Jurnal Ilmiah Magister Manajemen, 3(2), 273–282. http://jurnal.umsu.ac.id/index.php/MANEGGIO

Imbug, N., Ambad, S. N. A., & Bujang, I. (2018). The Influence of Customer Experience on Customer Loyalty in Telecommunication Industry. MARS : Management Academic Research Society, 8(3), 103–116. https://doi.org/10.6007/IJARBSS/v8-i3/3909

Indiani, N. L., Sudiartini, N. W. A., & Utami, N. K. A. T. (2022). Pengaruh Brand Image, Awareness Dan Trust Terhadap Keputusan Pembelian Melalui Digital Marketing Pada Produk Dupa Harum Grosir. Jurnal Valuasi: Jurnal Ilmiah Ilmu Manajemen Dan Kewirausahaan, 2(1), 152–163. https://doi.org/10.46306/vls.v2i1.83

Kusumaningrum, R. A., & Wajdi, M. F. (2021). Pengaruh Brand Image, Kualitas Produk, dan Harga Terhadap Keputusan Pembelian pada Produk Smartphone Oppo (Studi pada Mahasiswa UMS Surakarta). Available at: http://eprints.ums.ac.id/id/eprint/94030%0Ahttp://eprints.ums.ac.id/94030/2/NASKAH PUBLIKASI_B100170057_REDIAN ANJAR K_.pdf

Kuswati, R., Putro, W. T., Mukharomah, W., & Isa, M. (2021). The Effects of Brand Image on Consumer Loyalty: The Role of Consumer Satisfaction and Brand Trust as Intervening Variables. Urecol Journal. Part B: Economics and Business, 1(2), 58–71. https://doi.org/10.53017/ujeb.91

Laksono, A. W., & Suryadi, A. (2020). Pengaruh Citra Merek, Kepercayaan Merek, Dan Kualitas Produk Terhadap Loyalitas Merek Pada Pelanggan Geprek Bensu Di Kota Malang. Holistic Journal of Management Research, I(1), 9–12.

Meesala, A., & Paul, J. (2018). Service quality, consumer satisfaction and loyalty in hospitals: Thinking for the future. Journal of Retailing and Consumer Services, 40(14), 261–269. https://doi.org/10.1016/j.jretconser.2016.10.011

Mukminin, M. A., & Latifah, F. N. (2020). Pengaruh Citra Merek dan Kepercayaan Terdahap Loyalitas Nasabah Bank Syariah di Sidoarjo (The Influence of Brand Image and Trust on Sharia Bank Customer Loyalty in Sidoarjo). Perisai : Islamic Banking and Finance Journal, 4(1), 54. https://doi.org/10.21070/perisai.v4i1.525

Nasir, M., Sularso, A., Irawan, B., & Paramu, H. (2020). 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

Padmi, I. G. A. M. M., & Suparna, G. (2021). the Role of Brand Image Mediates the Effect of Electronic Word of Mouth on Repurchase Intention in Starbucks Coffee. International Journal of Management and Commerce Innovations, 9, 328–338. www.researchpublish.com

Pratiwi, R. A., Juliati, R., & Sa’diyah, C. (2022). The Influence of Brand Image, Product Quality, and Price on Purchase Decisions (Study on iPhone Smartphone Users in Malang City). Jamanika : Jurnal Manajemen Bisnis Dan Kewirausahaan, 02(02).

Purwianti, L., Rusiana, N., & Fahlevi, R. (2023). Pengaruh Brand Satisfaction Terhadap Brand Loyalty Dengan Mediasi Brand Preference , Brand Trust , Dan Brand Love Pada Generasi Z Dikota Batam. Jurnal Administrasi Dan Manajemen, 8(3).

Reyvi, A., Suharyati, & Heni, N. (2021). Pengaruh citra dan kepercayaan terhadap loyalitas pada e-commerce shopee. Jurnal Ekonomi, Manajemen, Akuntansi, 2(2), 1709–1725.

Riyanto, F. A., & Nasir, M. (2023). Pengaruh Brand Experience dan Brand Image terhadap Brand Loyalty dengan Brand Trust sebagai Variabel Intervening. Jurnal Ilmiah Poli Bisnis, 15(1), 65–84.

Rusandy, D. S. (2018). Pengaruh Brand Image Terhadap Loyalitas Pelanggan yang Dimediasi Kepuasan Pelanggan Pada Rumah Makan Titin Trenggalek. Jurnal Riset Inspirasi Manajemen Dan Kewirausahaan, 2(1), 1–11. https://doi.org/10.35130/jrimk.v2i1.25

Sekaran, & Bougie. (2017). metode penelitian bisnis. Alfabeta.

Septiani, R., & Nurhadi, N. (2020). Peran Mediasi Kepuasan Pelanggan Pada Pengaruh E-Service Quality, Persepsi Harga, Dan Promosi Penjualan Terhadap Loyalitas Pelanggan. Jurnal Fokus Manajemen Bisnis, 10(2), 249. https://doi.org/10.12928/fokus.v10i2.2886

Setyawan, A. A., Kussudiyarsana, & Imronudin. (2015). Brand Trust And Brand Loyalty, An Empirical Study In Indonesia Consumers Anton A Setyawan, Kussudiyarsana, Imronudin Faculty of Economic and Business, Universitas Muhammadiyah Surakarta. British Journal of Marketing Studies, 4(3), 37–47.

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

Suntoro, W., & Silintowe, Y. B. R. (2020). Analisis Pengaruh Pengalaman Merek, Kepercayaan Merek, dan Kepuasan Merek Terhadap Loyalitas Merek. Jurnal Modus, 32(1), 25–41.

Tjokrosaputro, M., & Aditya, I. (2020). Pengaruh Brand Satisfaction, Brand Trust, dan Brand Experience Terhadap Brand Loyalty Kompas Digital. Jurnal Manajemen Bisnis Dan Kewirausahaan, 4(1), 60. https://doi.org/10.24912/jmbk.v4i1.6801

Wattoo, M. U., & Iqbal, S. M. J. (2022). Unhiding Nexus Between Service Quality, Customer Satisfaction, Complaints, and Loyalty in Online Shopping Environment in Pakistan. SAGE Open, 12(2). https://doi.org/10.1177/21582440221097920

Zebuah, A. J. (2018). Analisis Identitas Merek, Loyalitas Merek, Citra Merek, Dan Kepercayaan Merek Toyota. Jurnal Manajemen Pemasaran, 12(2), 61–68. https://doi.org/10.9744/pemasaran.12.2.61-68

Zhang, L., Fan, Y., Zhang, W., & Zhang, S. (2019). Extending the theory of planned behavior to explain the effects of cognitive factors across different kinds of green products. Sustainability (Switzerland), 11(15), 1–17. https://doi.org/10.3390/su11154222.