Influence of satisfaction and brand trust on brand loyalty in Rimbun Coffee: brand love as moderating
Keywords:
Satisfaction,brand trust,brand love,brand loyalty
Abstract
The purpose of this study is to analyze satisfaction and brand trust on brand loyalty at Rimbun Coffee coffee shop with brand love as moderating. The type of this research is quantitative research. The population in this study are customers who have tested the Rimbun Coffee coffee shop in Padang City with a sample of 140 respondents. The analysis of this study uses SmartPLS 3.0. The results of this study indicate: (1) Satisfaction has a positive effect on Rimbun Coffee's brand loyalty. (2) Brand trust has a positive and significant effect on brand loyalty felt by Rimbun Coffee coffee shop customers in Padang City. (3) Brand love significantly moderates the relationship between satisfaction and Rimbun Coffee's brand loyalty so that it has an impact on Rimbun Coffee's customers. (4) Brand love significantly moderates the relationship between brand trust and Rimbun Coffee's brand loyalty.
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References
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Bairrada, C. M., Coelho, A., & Lizanets, V. (2019). The impact of brand personality on consumer behavior: the role of brand love. Journal of Fashion Marketing and Management, 23(1), 30–47. https://doi.org/10.1108/JFMM-07-2018-0091
Bastian, D. A. (2014). Analisa Pengaruh Citra Merek (Brand Image) dan Kepercayaan Merek (Brand Trust) Terhadap Loyalitas Merek (Brand Loyalty) ADES PT. Ades Alfindo Putra Setia. Jurnal Manajemen Pemasaran Petra, 2(1), 1–9.
Chiguvi, D., & Guruwo, paul t. (2017). Impact of Customer Satisfaction on customer in the banking sector. International Journal of Scientific Engineering and Research (IJSER), 5(2), 372–375. https://doi.org/10.15863/tas.2020.06.86.71
Cho, E., & Fiore, A. M. (2015). Conceptualization of a holistic brand image measure for fashion-related brands. Journal of Consumer Marketing, 32(4).
Hassan, S., & Shamsudin, M. F. (2019). Measuring the effect of service quality and corporate image on student satisfaction and loyalty in higher learning institutes of technical and vocational education and training. International Journal of Engineering and Advanced Technology, 8(5), 533–538. https://doi.org/10.35940/ijeat.E1077.0585C19
Huang, C. C. (2017). The impacts of brand experiences on brand loyalty: mediators of brand love and trust. Management Decision, 55(5), 915–934. https://doi.org/10.1108/MD-10-2015-0465
Hwang, S., Lee, M., Park, E., & del Pobil, A. P. (2021). Determinants of customer brand loyalty in the retail industry: A comparison between national and private brands in South Korea. Journal of Retailing and Consumer Services, 63(December 2020), 102684. https://doi.org/10.1016/j.jretconser.2021.102684
Jr, J. F. H., Black, W. C., Babin, B. J., Anderson, R. E., Black, W. C., & Anderson, R. E. (2018). Multivariate Data Analysis. Cengage.
Kim, M., Chang, Y., Park, M. C., & Lee, J. (2015). The effects of service interactivity on the satisfaction and the loyalty of smartphone users. Telematics and Informatics, 32(4), 949–960. https://doi.org/10.1016/j.tele.2015.05.003
Kwan Soo Shin, S., Amenuvor, F. E., Basilisco, R., & Owusu-Antwi, K. (2019). Brand Trust and Brand Loyalty: A Moderation and Mediation Perspective. Current Journal of Applied Science and Technology, 38(4), 1–17. https://doi.org/10.9734/cjast/2019/v38i430376
Kwon, J. H., Jung, S. H., Choi, H. J., & Kim, J. (2020). Antecedent factors that affect restaurant brand trust and brand loyalty: focusing on US and Korean consumers. Journal of Product and Brand Management, August. https://doi.org/10.1108/JPBM-02-2020-2763
Li, X., Yen, C. L., & Liu, T. (2020). Hotel brand personality and brand loyalty: an affective, conative and behavioral perspective. Journal of Hospitality Marketing and Management, 29(5), 550–570. https://doi.org/10.1080/19368623.2019.1654961
Lombart, C., & Louis, D. (2012). Consumer satisfaction and loyalty: Two main consequences of retailer personality. Journal of Retailing and Consumer Services, 19(6), 644–652.
Niros, M. (2016). Effects of Brand Experience on Brand Loyalty: The Moderating Role of Consumer Confidence. June, 2–7.
Sugiyono. (2012). Metode Penelitian Kuantitatif Kualitatif dan R&B. In Alfabeta. Alfabeta.
Yilmaz, V., & Ari, E. (2016). The effects of service quality, image, and customer satisfaction on customer complaints and loyalty in high-speed rail service in Turkey: a proposal of the structural equation model. Transportmetrica A: Transport Science, 13(1), 67–90. https://doi.org/10.1080/23249935.2016.1209255
Published
2023-03-31
How to Cite
Akhila, D., & Thamrin, T. (2023). Influence of satisfaction and brand trust on brand loyalty in Rimbun Coffee: brand love as moderating. Marketing Management Studies, 3(1), 83-89. https://doi.org/10.24036/mms.v3i1.346
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Articles
