Pengaruh Brand Experience terhadap Brand Loyalty Pengguna Yamaha Nmax melalui Brand Trust dan Brand Satisfaction

https://doi.org/10.35912/sakman.v4i1.3465
Published: Sep 9, 2024

Abstract:

Purpose: This study aims to determine the influence of brand experience on brand loyalty among Yamaha NMAX users in Samarinda City, with brand trust and brand satisfaction serving as mediating variables.

Methodology: A quantitative descriptive approach was employed to examine an unknown population. A sample of 100 respondents was determined using the Lames Show formula. Data were collected via a Google Form questionnaire and analyzed using SmartPLS version 3.3.

Results: The data indicate that brand experience has a positive and strong impact on brand trust. Additionally, brand pleasure positively and strongly influences brand trust. Brand satisfaction also affects brand loyalty. Importantly, the relationship between brand experience and brand loyalty is mediated by both brand satisfaction and trust.

Limitations: The study's variables are limited to aspects that enhance consumer understanding and encourage companies to improve their services, thereby maintaining the company's image. The research is confined to the marketing aspect and focuses specifically on consumer behavior related to product choice.

Contribution: This research provides a model of purchasing behavior that emphasizes loyalty. It aims to foster consumer interest in a brand, create a memorable impression, and achieve the company’s goal of instilling experiential behavior supported by trust and satisfaction, ultimately leading to increased consumer loyalty.

Keywords:
1. automotive
2. driver
3. experience vehicle
4. satisfaction
5. trust
Authors:
1 . Muhammad Risal
2 . Mohammad Ramadhani
3 . Doni Arianto
4 . Bayu Fitranda Dewa
5 . Akhmad Rifhiyan Yusuf
6 . Burhanuddin Harahap
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How to Cite
Risal, M., Ramadhani, M. ., Arianto, D. ., Dewa, B. F., Yusuf, A. R. ., & Harahap, B. . (2024). Pengaruh Brand Experience terhadap Brand Loyalty Pengguna Yamaha Nmax melalui Brand Trust dan Brand Satisfaction . Studi Akuntansi, Keuangan, Dan Manajemen, 4(1), 181–192. https://doi.org/10.35912/sakman.v4i1.3465
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Vol. 4 No. 1 (2024): Juli
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References

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    Cheng, Q., Fang, L., & Chen, H. (2016). Visitors’ Brand Loyalty to a Historical and Cultural Theme Park: a case study of Hangzhou Songcheng, China. In Current Issues in Tourism (Vol. 19, Issue 9, pp. 861–868). Routledge.

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  1. Aaker, D. A., & Joachimsthaler, E. (2000). Brand Leadership. New York: The Free Press. Free Press.
  2. Ba?er, ?. U., Cintamür, ?. G., & Arslan, F. M. (2016). Examining The Effect of Brand Experience on Consumer Satisfaction, Brand Trust and Brand Loyalty. ?ktisadi ve ?dari Bilimler Dergisi, 37(2), 101.
  3. Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73(3), 52–68. https://doi.org/10.1509/jmkg.73.3.52
  4. Cheng, Q., Fang, L., & Chen, H. (2016). Visitors’ Brand Loyalty to a Historical and Cultural Theme Park: a case study of Hangzhou Songcheng, China. In Current Issues in Tourism (Vol. 19, Issue 9, pp. 861–868). Routledge.
  5. Chinomona, R. (2013). The Influence of Brand Experience on Brand Satisfaction, Trust And Attachment In South Africa. International Business & Economics Research Journal, 12(10), 1303–1316.
  6. Delgado-Ballester, E., Luis, J. Â., & Ân, M.-A. (2001). Brand trust in the context of consumer loyalty. In European Journal of Marketing (Vol. 35, Issue 12). # MCB University Press.
  7. Erwin, E., & Sitinjak, T. J. R. (2017). Kontribusi Kualitas Jasa, Kepercayaan dan Kepuasan Konsumen Dalam Menciptakan Loyalitas Konsumen. Business Management Journal, 13(2), 85–191.
  8. Fikri, I., Yasri, Y., & Abror, A. (2018). The Impact of Brand Experience and Brand Trust on Brand Engagement: The Mediating Effect of Brand Satisfaction.
  9. Fournier, S. (1998). Consumers and Their Brands: eve lopin Relationship Theory i n Consumer Research. In by Journal of Consumer Research (Vol. 24).
  10. Ghozali, I. (2012). Structural Equation Modeling: A Practical Guide with GSCA. Badan Penerbit Universitas Diponegoro.
  11. Ghozali, I., & Latan, H. (2015). Partial Least Squares Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.0 (Untuk Penelitian Empiris). Badan Penerbit Universitas Diponegoro.
  12. Hariyanto, E. (2018). The Influence of Brand Experience Through Brand Trust and Brand Satisfaction Toward Brand Loyalty Consumer at Carl’ s Jr Surabaya. Petra Business & Management Review, 4(2), 19–29.
  13. Hennig-Thurau, T., Gwinner, K. P., & Gremler, D. D. (2002). Understanding Relationship Marketing Outcomes an Integration of Relational Benefits and Relationship Quality.
  14. Ivan, T. P. L., & Basiya, R. (2024). The Influence of Brand Experience and Brand Satisfaction on Brand Loyalty Mediated Intel-Based Laptop Consumer Brand Love in Semarang City. Management Studies and Entrepreneurship Journal, 5(1), 1066–1074.
  15. Jahanshahi, A. Af., Gashti, M. A., Mirdamadi, S. A., Nawaser, K., & Khaksar, S. M. S. (2011). Study the Effects of Customer Service and Product Quality on Customer Satisfaction and Loyalty. In International Journal of Humanities and Social Science (Vol. 1, Issue 7).
  16. Keller, K. L., & Lehmann, D. R. (2000). Brands and Branding: Research Findings and Future Priorities. Marketing Science, 25(6), 740–759. https://doi.org/10.1287/mksc.l050.0153
  17. Koay, K. Y., Ong, D. L. T., Khoo, K. L., & Yeoh, H. J. (2021). Perceived Social MediaMarketing Activities and Consumer-Based Brand Equity: Testing a Moderated Mediation Model. Asia Pacific Journal of Marketing and Logistics, 33(1), 53–72. https://doi.org/10.1108/APJML-07-2019-0453
  18. Kurniawati, N. S. E., & Artaningrum, R. G. (2024). Penerapan Strategi Pemasaran untuk Meningkatkan Penjualan Mobil Bekas di Heaven Motor. Studi Akuntansi, Keuangan, Dan Manajemen, 4(1), 69–79. https://doi.org/10.35912/sakman.v4i1.3166
  19. Kwan Soo Shin, S., Amenuvor, F. E., Basilisco, R., & Owusu-Antwi, K. (2019a). Brand Trust and Brand Loyalty: A Moderation and Mediation Perspective. Current Journal of Applied Science and Technology, 1–17.
  20. Kwan Soo Shin, S., Amenuvor, F. E., Basilisco, R., & Owusu-Antwi, K. (2019b). Brand Trust and Brand Loyalty: A Moderation and Mediation Perspective. Current Journal of Applied Science and Technology, 1–17.
  21. Lee, S., & Jeong, M. (2014). Enhancing online brand experiences: An application of congruity theory. International Journal of Hospitality Management, 40, 49–58.
  22. Lili Suryati. (2015). Manajemen Pemasaran?: Suatu Strategi dalam Meningkatkan Loyalitas Pelanggan (1st ed.). Deepublish.
  23. Lumeno, M., & Yusrin, N. A. (2024). Pengaruh Viscap Brand Ambassador dan Loyalitas Penggemar terhadap Brand Image Scarlett di Media Sosial Tiktok. Studi Ilmu Manajemen Dan Organisasi, 5(1), 55–76. https://doi.org/10.35912/simo.v5i1.3087
  24. Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20–38.
  25. Oliver, R. L. (1999). Whence Consumer Loyalty. Journal Markting, 63(Special issue), 33–44.
  26. Prasetiyo, B., & Krisman Ndruru, T. (2024). Increasing Customer Satisfaction through Service Quality at the Mandiri Cipta Usaha Cooperative. 3(1), 11–18. https://doi.org/10.35912/JPE.v3i1.2723
  27. Prianka, F. H. M., & Dermawan, R. (2022). Intervening Variable Pengaruh Brand trustTerhadap Loyalitas Merek Dengan Kepuasan Pelanggan Sebagai Variabel Intervening. Management Studies and Entrepreneurship Journal, 3(July), 2266–2274.
  28. Ramayah, T., Jacky, C., Francis, C., Hiram, T., & Memon, M. A. (2017). Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS 3.0: An Updated Guide and Practical Guide to Statistical Analysis. In An updated guide and practical guide to statistical analysis (Vol. 2, pp. 1–27). Malaysia Pearson.
  29. ?ahin, A., Zehir, C., & Kitapçi, H. (2011a). The Effects of Brand Experiences, Trust and Satisfaction on Building Brand Loyalty; anempirical research on global brands. Procedia - Social and Behavioral Sciences, 24, 1288–1301. https://doi.org/10.1016/j.sbspro.2011.09.143
  30. ?ahin, A., Zehir, C., & Kitapçi, H. (2011b). The Effects of Brand Experiences, Trust and Satisfaction on Building Brand Loyalty; anempirical research on global brands. Procedia - Social and Behavioral Sciences, 24, 1288–1301. https://doi.org/10.1016/j.sbspro.2011.09.143
  31. Sari, J. P. I., & Ferdian, A. (2023). Jumlah Sepeda Motor di Indonesia Tembus 130 Juta Unit. Otomotif Kompas.
  32. Sugiyono. (2014). Metode Penelitian Kombinasi (Mix Methods). Alfabeta.
  33. Suharyadi, & Purwanto. (2011). Statistika?: Untuk Ekonomi dan Keuangan Modern Buku 2. Salemba Empat.
  34. Wahyuni, C., & Ramadani, D. (2021). Kepuasan Konsumen dan Citra Merek terhadap Loyalitas Merek?: Studi pada Mahasiswi Pengguna Lipstik Wardah. Al Huwiyah, 1(2), 1–7.
  35. Wibawa, T., & Wijaya, S. (2024). PENGARUH PROMOSI, HARGA, DAN KEPUASAN TERHADAP LOYALITAS PELANGGAN E-COMMERCE SHOPEE. Reviu Akuntansi, Manajemen, Dan Bisnis, 4(1), 95–105. https://doi.org/10.35912/rambis.v4i1.3109
  36. Wijaya, V., & Widjaja, W. (2024). Studi Empiris Terkait Loyalitas Pelanggan pada Bisnis Coffee Shop. Reviu Akuntansi, Manajemen, Dan Bisnis, 4(1), 61–77. https://doi.org/10.35912/rambis.v4i1.2998
  37. Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996a). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), 31–46. https://doi.org/10.1177/002224299606000203
  38. Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996b). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), 31–46. https://doi.org/10.1177/002224299606000203