PENGARUH DIMENSI-DIMENSI NILAI YANG DIPERSEPSIKAN, KEPUASAN, KETERLIBATAN, DAN KEPERCAYAAN MEREK PADA LOYALITAS MEREK

Selva Selva, Baiq Reinelda Tri Yunarni, Rahmad Hidayat

Abstract


Pelanggan yang loyal adalah tujuan utama pemasaran yang dilakukan oleh perusahaan. Adanya inkonistensi teori pada penelitian-penelitian terdahulu. Tujuan penelitian ini adalah menguji pengaruh dimensi-dimensi nilai yang dipersepsikan (nilai fungsional, nilai emosional, kepantasan harga, dan nilai sosial), kepuasan, keterlibatan, dan kepercayaan merek pada loyalitas merek. Selain itu, menguji peran mediasi kepuasan dalam hubungan dimensi-dimensi nilai yang dipersepsikan pada loyalitas merek. Oleh sebab itu, penelitian ini dilakukan, dengan judul “Pengaruh Dimensi-Dimensi Nilai yang Dipersepsikan, Kepuasan, Keterlibatan, dan Kepercayaan Merek Pada Loyalitas Merek.” Desain penelitian yang digunakan adalah deskriptif, metode pengumpulan data melalui survey, alat pengumpulan data berupa kuesioner dengan skala pengukuran data menggunakan skala Likert. Responden pada penelitian ini adalah para pemilik dan pengguna laptop bermerek, berjumlah 300 responden. Teknik pengambilan sampel menggunakan metode non-probability sampling, yaitu purposive sampling. Teknik pengujian validitas instrumen menggunakan faktor analisis, sedangkan pengujian reliabilitas instrumen menggunakan Cronbach alpha. Alat analisa data yang digunakan adalah multiple regression. Temuan dalam penelitian ini adalah terbukti bahwa adanya pengaruh nilai fungsional, nilai emosional, nilai sosial, kepuasan, dan kepercayaan merek pada loyalitas merek. Namun, tidak ada pengaruh kepantasan harga dan keterlibatan pada loyalitas merek. Ternyata, adanya peran mediasi sebagian variabel kepuasan terhadap pengaruh nilai fungsional dan nilai sosial pada loyalitas merek. Juga terdapat hasil adanya peran mediasi penuh variabel kepuasan terhadap pengaruh nilai emosional dan kepantasan harga pada loyalitas merek

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DOI: http://dx.doi.org/10.58258/jime.v2i2.125

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