Pengaruh Brand Association terhadap Brand Loyalty yang dimediasi oleh Brand Trust Pengguna GoPay di Kabupaten Bandung Barat

https://doi.org/10.35912/simo.v3i1.936
Published: May 18, 2022

Abstract:

Purpose: To determine the effect of brand association on brand loyalty mediated by brand trust of GoPay users in West Bandung Regency is the aim of this reseach.

Research methodology: This study used a quantitative approach with the object of GoPay. Data collected using an electronic questionnaire that has been tested for validity and distributed to 120 respondents. Data analysis used simple regression formula, multiple regression, and Sobel test.

Results: The results showed that the brand association positive and significant impact on brand trust and brand loyalty, and brand trust is also positive and significant effect on brand loyalty, and brand trust mediating the effect of brand associations on brand loyalty.

Limitations: This study is limited by population characteristics and loci, namely people who live in West Bandung Regency with an age range of 17 to 35 years.

Contribution: Based on the results of the study, it can be concluded that GoPay needs to pay attention and improve their brand association properly to increase brand trust and brand loyalty to GoPay users.

Keywords:
1. Brand association
2. Brand trust
3. Brand loyalty
4. GoPay
5. Bandung Barat
Authors:
1 . Muhammad Saijunus
2 . Siti Herawati
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How to Cite
Saijunus, M. ., & Herawati, S. . (2022). Pengaruh Brand Association terhadap Brand Loyalty yang dimediasi oleh Brand Trust Pengguna GoPay di Kabupaten Bandung Barat . Studi Ilmu Manajemen Dan Organisasi, 3(1), 243–259. https://doi.org/10.35912/simo.v3i1.936
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Vol. 3 No. 1 (2022): April
Articles
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References

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    Preacher, K. J., & Hayes, A. S. (2008). Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior research methods, 40(3), 879-891.

    Qurbani, 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.

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  2. Achadi, A., & Winarto, H. (2020). Pengaruh Pengetahuan Produk, Persepsi Risiko dan Persepsi Manfaat Terhadap Minat Menggunakan Layanan Gopay Pada Pelanggan Gojek. Jurnal Ilmiah Manajemen dan Bisnis, 17(1), 11-23.
  3. Aronian, S. (1994). Keyboard Shortcut Utilities. Macworld, 11(3), 61-61.
  4. Ashaf, M., Naeem, M., & Shahzadi, M. (2017). Impact of Branding on Consumer Behavior: Evidence of Footwear Industry of Punjab, Pakistan. International Journal of Academic Research in Business and Social Sciences, 7(7), 592-603.
  5. Bernarto, I., Berlianto, M. P., Meilani, Y. F., Masman, R. R., & Suryawan, I. N. (2020). The Influence of Brand Awareness, Brand Image, and Brand Trust on Brand Loyalty. Jurnal Manajemen, 24(3), 412-426.
  6. Charvia, K., & Erdiansyah, R. (2020). Pengaruh Electronic Word of Mouth dan Brand Experience terhadap Brand Trust (Studi terhadap pengguna OVO di Jakarta). Prologia, 4(2), 237-244.
  7. Chaudhuri, A., & Holbrook, M. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93.
  8. Chen, Y. C. (2017). The relationships between brand association, trust, commitment, and satisfaction of higher education institutions. International Journal of Educational Management, 1-19.
  9. Chinomona, R., & Maziriri, E. (2017). The influence of brand awareness, brand association and product quality on brand loyalty and repurchase intention: a case of male consumers for cosmetic brands in South Africa. Journal of Business and Retail Management Research (, 12(1), 143-154.
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  12. DailySocial. (2018, Juni 10). Laporan DailySocial: Fintech Report 2018. Jakarta: DailySocial.
  13. DailySocial. (2019). Laporan DailySocial: Fintech Report 2019. Jakarta: DailySocial.
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  15. Deepak, G., & Mahesh, V. R. (2020). An overview of Digital Payment System. UGC Care Group I Listed Journal, 10(5), 120-131.
  16. Deka, R. E., Nurhajati, & Rachma, N. (2019). Pengaruh Brand Association dan Brand Awareness terhadap Brand Loyalty melalui Brand Trust pada Startup Fintech OVO. Jurnal Ilmu Manajemen, 4(1), 96-107.
  17. Dhanya, M., & Ramya, K. (2020). A Study On Digital Payment System With Reference To E-Banking In Coimbatore City. Journal Of Critical Reviews, 7(10), 3478-3483.
  18. Filo, K., & Funk, D. C. (2008). Exploring the Role of Brand Trust in the Relationship between Brand Associations and Brand Loyalty in Sport and Fitness. International Journal of Sport and Marketing, 3(1), 39-57.
  19. Fink, A. (2003). The survey handbook. London: Sage.
  20. Ghozali, I. (2018). Aplikasi Analisa Multivariate dengan Program IBM SPSS 25. Semarang: Badan Penerbit Universitas Diponegoro.
  21. iPrice. (2020). Persaingan Dompet Digital di Indonesia, Gopay Memiliki Pengguna Terbanyak. Jakarta: iPrice.
  22. Ipsos. (2020). The Evolution of the Digital Wallet: Driving the Next Wave of Growth. Jakarta: Ipsos.
  23. Jannah, U. S., Bayuni, E. M., & Putra, P. A. (2020). Tinjauan Hukum Islam dan Undang-Undang Nomor 8 Tahun 1999 tentang Perlindungan Konsumen terhadap Sistem Keamanan pada Dompet Elektronik. Jurnal Universitas Islam Bandung, 693-697.
  24. Khan, S. N., & Banu, A. N. (2020). A Study On Consumer Perception Of Digital Payment. Dogo Rangsang Research Journal, 10(6), 22-32.
  25. Kusumawati, A. E., & Kumalasari, R. A. (2017). Pengaruh Faktor Relatif dan Konstektual Terhadap Perilaku Pembelian Konsumen dengan Religiusitas Sebagai Variabel Mediasi (Studi Kasus Fashion Busana Muslim di Semarang). EBBANK, 8(1), 1-16.
  26. Li, J., Wu, Y., & Xiao, J. J. (2019). The Impact of Digital Finance on Household Consumption: Evidence from China. Journal Pre-proof.
  27. Mahardhika, N. P. (2020). Pengaruh Terpaan Social Media Marketing, Sales Promotion, Inovasi terhadap Loyalitas Konsumen dalam Menggunakan Layanan Go-Pay. Jurnal Universitas Diponegoro, 1-11.
  28. Mood, e. a. (1974). Immunoglobulin concentrations in sera of normal children: quantitation against an international reference preparation. Clinical chemistry, 20(6), 656-659.
  29. Notowijoyo, E., & Loisa, R. (2020). Analisis Komunikasi Pemasaran Go-Pay Melalui Promosi Cashback. Jurnal Universitas Tarumanagara, 4(2), 332-338.
  30. Pratama, I. W., & Pradekso, T. (2020). Pengaruh Terpaan Promosi Penjualan, Citra Merek dan Nilai Pelanggan terhadap Loyalitas Konsumen Aplikasi OVO di Semarang. Jurnal Fakultas Sosial dan Ilmu Politik Universitas Diponegoro, 1-10.
  31. Preacher, e. a. (2018). A novel measure of effect size for mediation analysis. Psychological Methods, 23(2), 244.
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  33. Qurbani, 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.
  34. Rahmawati, Ma'ruf, & Bus. (2020). Analisis Pengaruh Brand Awareness, Brand Image, Brand Trust Terhadap Brand Loyalty Minute Maid Pulpy Orange Di Kota Padang. Jurnal Ekonomi dan Bisnis, 22(2), 109-118.
  35. Ramadhan, T. S., & Farida, E. (2020). Keputusan Pembelian Dipengaruhi oleh Kesadaran, Kualitas, Asosiasi dan Loyalitas Merek Melalui Kepercayaan Merek Kamera Sony Pada Komunitas Fotografi di Malang. Iqtishoduna, 16(2), 131-146.
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  38. Sekaran, U., & Bougie, R. (2017). Metode Penelitian untuk Bisnis: Pendekatan Pengembangan-Keahlian. Jakarta Selatan: Edisi 6, Buku 2, Salemba Empat.
  39. Semuel, H., & Alexander, B. (2020). Pengaruh Brand Awareness, Brand Association, Perceived Quality Terhadap Brand Loyalty Pada Produk Oppo Smartphone Di Surabaya. Jurnal Universitas Kristen Petra, 1-8.
  40. Semuel, H., & Claranita, L. (2020). Analisa Pengaruh Product Quality Terhadap Brand Loyalty Dengan Brand Trust Sebagai Variabel Mediasi Pada Madame Chang Surabaya. Jurnal Universitas Kristen Petra, 1-11.
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  42. Sobel, M. E. (1982). Asymptotic confidence intervals for indirect effects in structural equation models. Sociological methodology, 13, 290-312.
  43. Solihin, D. (2020). Pengaruh Kepercayaan Pelanggan dan Promosi Terhadap Keputusan Pembelian Konsumen Pada Online Shop Mikaylaku Dengan Minat Beli Sebagai Variabel Intervening. JURNAL MANDIRI: Ilmu Pengetahuan, Seni, dan Teknologi, 4(1), 38-51.
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  45. Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta, CV.
  46. Tjiptono, F. (2008). Strategi Pemasaran Edisi 3. Yogyakarta: Andi.
  47. Wahyu, L. G., Susanto, E. H., & Aulia, S. (2020). Upaya GoPay Terhadap Mahasiswa di Kantin UNTAR Kampus 1. Jurnal Universitas Tarumanegara, 4(2), 386-392.