Pengaruh Brand Image dan Brand Trust terhadap Brand Loyalty melalui Customer Satisfaction sebagai Variabel Intervening Nike

https://doi.org/10.35912/rambis.v4i1.3024
Published: Jun 6, 2024

Abstract:

Purpose: This research is designed to investigate the impact of brand image, brand trust, and customer satisfaction as mediating variables on brand loyalty, specifically towards Nike in Jakarta and Tangerang.

Research Methodology: The study employs a quantitative methodology, with data analysis conducted using SMARTPLS version 4. Sampling was achieved through Simple Random Sampling methods.

Results: The results indicate that while brand image has a significant effect on brand loyalty, it does not significantly impact customer satisfaction. On the other hand, brand trust shows a substantial contribution to both brand loyalty and customer satisfaction. Additionally, customer satisfaction is established as having a significant influence on brand loyalty. In terms of the effect of brand image on brand loyalty, customer satisfaction is not a mediating factor. However, in the dynamics between brand trust and brand loyalty, customer satisfaction emerges as a key mediating factor.

Limitation: The research was only conducted on 100 respondents, so the existing data does not yet cover the population of Nike consumers in Indonesia. Apart from that, the scope of the research is only as far as Jabodetabek and several other cities so that areas other than Jabodetabek have not received accurate data representation.

Contribution: From the results of the research examined, the author wants to make a contribution to Nike as a research object:

  1. Nike must look for model innovation to get a unique model in the eyes of consumers.
  2. Nike must make their shoes trustworthy to consumers.
  3. Nike must be able to provide satisfaction to consumers when shopping for Nike shoes.
  4. Nike must be able to provide the right satisfaction so that their shoes are always worn by consumers.
Keywords:
1. Brand Image
2. Brand Trust
3. Consumer Satisfaction
4. Brand Loyalty
Authors:
1 . Gabriel Alexander
2 . William Widjaja
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How to Cite
Alexander, G., & Widjaja, W. . (2024). Pengaruh Brand Image dan Brand Trust terhadap Brand Loyalty melalui Customer Satisfaction sebagai Variabel Intervening Nike. Reviu Akuntansi, Manajemen, Dan Bisnis, 4(1), 45–60. https://doi.org/10.35912/rambis.v4i1.3024
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Issue & Section
Vol. 4 No. 1 (2024): Juni
Articles
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References

    Brangsinga, G. B. Y., & Sukawati, T. G. R. (2019). Pengaruh perceived quality dan brand image terhadap brand loyalty dan brand equity. Udayana University.

    Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern methods for business research, 295(2), 295-336.

    Erianti, D., & Athanasius, S. S. (2020). Peran brand trust dalam pengaruh kredibilitas selebgram endorser dan perceived value terhadap brand loyalty pada produk kosmetik di Semarang. JEMAP: Jurnal Ekonomi, Manajemen, Akuntansi, Dan Perpajakan, 2(2), 287-302.

    Ghozali, I. (2016). Aplikasi analisis multivariete dengan program IBM SPSS 23.

    Ghozali, I., & Latan, H. (2015). Partial least squares konsep, teknik dan aplikasi menggunakan program smartpls 3.0 untuk penelitian empiris. Semarang: Badan Penerbit UNDIP, 4(1).

    Irawati, C. (2021). Pengaruh Brand Experience Dan Brand Image Terhadap Brand Loyalty Pada Pelanggan Boncabe Di Jakarta: Customer Satisfaction Debagai Variabel Mediasi. Jurnal Manajemen Bisnis Dan Kewirausahaan, 5(1), 16-21.

    Junior, O. M. S., Areros, W. A., & Pio, R. J. (2019). Pengaruh Brand Image dan Persepsi Harga Terhadap Kualitas Pelayanan dan Kepuasan Pelanggan (Studi pada Pelanggan Datsun Nissan Martadinata). Jurnal Administrasi Bisnis (JAB), 8(2), 1-9.

    Komalasari, D., & Khatimah, H. (2022). Pengaruh Brand Image & Brand Trust Terhadap Brand Loyalty PIXY Cosmetics Melalui Customer Satisfaction sebagai Variabel Intervening. Caring, 5, 7.5.

    Nasib, N., Syaifullah, S., & Daulay, Z. R. (2021). Memaksimumkan Brand Loyalty, Brand Trust Dan Brand Image Melalui Satisfaction. Jurnal Ekuivalensi, 7(1), 38-47.

    Pandiangan, K., Masiyono, M., & Atmogo, Y. D. (2021). Faktor-faktor yang mempengaruhi brand equity: brand trust, brand image, perceived quality, & brand loyalty. Jurnal Ilmu Manajemen Terapan, 2(4), 471-484.

    Pradana, F. A., Sudaryanti, D., & Hidayati, N. (2022). The Influence of Brand Image and Brand Trust on Customer Satisfaction through Purchase Decisions as Intervening Variables in Fried Chicken Sabana in Malang City. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 5(2).

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    Putra, I. W. G. G. P., & Sulistyawati, E. (2019). Peran brand trust memediasi pengaruh brand image terhadap brand loyalty. Udayana University.

    Qurbani, D., & Pasaribu, V. L. D. (2019). Pengaruh Brand Image dan Brand Trust Terhadap Brand Loyalty Nasabah Prudential Syariah pada PT. Futuristik Artha Gemilang (Studi kasus di kantor cabang agensi Prudential Syariah PT. Futuristik Artha Gemilang Jakarta Selatan). Jurnal Pemasaran Kompetitif, 2(3), 121-135.

    Rivai, J. (2021). The role of purchasing decisions mediating product quality, price perception, and brand image on customer satisfaction of Kopi Janji Jiwa. Journal of Business and Management Studies, 3(2), 31-42.

    Sugiyono. (2018). Metode penelitian kombinasi (mixed methods).

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    Wahyuni, I. P. (2021). Pengaruh customer satisfaction terhadap brand loyalty melalui brand love (Studi pada pelanggan Starbucks). Jurnal Ilmiah Mahasiswa FEB, 9(2).

    Winarti, Y., Sarkum, S., & Halim, A. (2021). Product innovation on customer satisfaction and brand loyalty of smartphone users. Journal of Applied Business Administration, 5(2), 179-187.

    Yamin, S. (2021). Smartpls 3, amos & stata: Olah data statistik (mudah & praktis) (Vol. 1): Dewangga Energi Internasional Publishing.

  1. Brangsinga, G. B. Y., & Sukawati, T. G. R. (2019). Pengaruh perceived quality dan brand image terhadap brand loyalty dan brand equity. Udayana University.
  2. Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern methods for business research, 295(2), 295-336.
  3. Erianti, D., & Athanasius, S. S. (2020). Peran brand trust dalam pengaruh kredibilitas selebgram endorser dan perceived value terhadap brand loyalty pada produk kosmetik di Semarang. JEMAP: Jurnal Ekonomi, Manajemen, Akuntansi, Dan Perpajakan, 2(2), 287-302.
  4. Ghozali, I. (2016). Aplikasi analisis multivariete dengan program IBM SPSS 23.
  5. Ghozali, I., & Latan, H. (2015). Partial least squares konsep, teknik dan aplikasi menggunakan program smartpls 3.0 untuk penelitian empiris. Semarang: Badan Penerbit UNDIP, 4(1).
  6. Irawati, C. (2021). Pengaruh Brand Experience Dan Brand Image Terhadap Brand Loyalty Pada Pelanggan Boncabe Di Jakarta: Customer Satisfaction Debagai Variabel Mediasi. Jurnal Manajemen Bisnis Dan Kewirausahaan, 5(1), 16-21.
  7. Junior, O. M. S., Areros, W. A., & Pio, R. J. (2019). Pengaruh Brand Image dan Persepsi Harga Terhadap Kualitas Pelayanan dan Kepuasan Pelanggan (Studi pada Pelanggan Datsun Nissan Martadinata). Jurnal Administrasi Bisnis (JAB), 8(2), 1-9.
  8. Komalasari, D., & Khatimah, H. (2022). Pengaruh Brand Image & Brand Trust Terhadap Brand Loyalty PIXY Cosmetics Melalui Customer Satisfaction sebagai Variabel Intervening. Caring, 5, 7.5.
  9. Nasib, N., Syaifullah, S., & Daulay, Z. R. (2021). Memaksimumkan Brand Loyalty, Brand Trust Dan Brand Image Melalui Satisfaction. Jurnal Ekuivalensi, 7(1), 38-47.
  10. Pandiangan, K., Masiyono, M., & Atmogo, Y. D. (2021). Faktor-faktor yang mempengaruhi brand equity: brand trust, brand image, perceived quality, & brand loyalty. Jurnal Ilmu Manajemen Terapan, 2(4), 471-484.
  11. Pradana, F. A., Sudaryanti, D., & Hidayati, N. (2022). The Influence of Brand Image and Brand Trust on Customer Satisfaction through Purchase Decisions as Intervening Variables in Fried Chicken Sabana in Malang City. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 5(2).
  12. Prawira, A. A. N. D. N., & Setiawan, P. Y. (2021). Pengaruh Brand Image, Brand Satisfaction, Dan Brand Trust Terhadap Brand Loyalty Pelanggan Sepatu Merek Nike. Udayana University.
  13. Putra, I. W. G. G. P., & Sulistyawati, E. (2019). Peran brand trust memediasi pengaruh brand image terhadap brand loyalty. Udayana University.
  14. Qurbani, D., & Pasaribu, V. L. D. (2019). Pengaruh Brand Image dan Brand Trust Terhadap Brand Loyalty Nasabah Prudential Syariah pada PT. Futuristik Artha Gemilang (Studi kasus di kantor cabang agensi Prudential Syariah PT. Futuristik Artha Gemilang Jakarta Selatan). Jurnal Pemasaran Kompetitif, 2(3), 121-135.
  15. Rivai, J. (2021). The role of purchasing decisions mediating product quality, price perception, and brand image on customer satisfaction of Kopi Janji Jiwa. Journal of Business and Management Studies, 3(2), 31-42.
  16. Sugiyono. (2018). Metode penelitian kombinasi (mixed methods).
  17. Wahyudi, I. A. (2021). Peng aruh brand image dan experiential marketing terhadap customer satisfaction (studi pada hotel oyo surabaya). Jurnal Muara Ilmu Ekonomi Dan Bisnis, 5(1), 25-35.
  18. Wahyuni, I. P. (2021). Pengaruh customer satisfaction terhadap brand loyalty melalui brand love (Studi pada pelanggan Starbucks). Jurnal Ilmiah Mahasiswa FEB, 9(2).
  19. Winarti, Y., Sarkum, S., & Halim, A. (2021). Product innovation on customer satisfaction and brand loyalty of smartphone users. Journal of Applied Business Administration, 5(2), 179-187.
  20. Yamin, S. (2021). Smartpls 3, amos & stata: Olah data statistik (mudah & praktis) (Vol. 1): Dewangga Energi Internasional Publishing.