MEMBANGUN BRAND LOVE DAN LOYALITAS KONSUMEN: ANALISIS PENGARUH BRAND TRUST DAN BRAND EXPERIENCE PADA PENGGEMAR KOPI JANJI JIWA

Rommel Reymon C. Siahaan, Margaretha Ardhanari, Veronika Rahmawati

Abstract


The food and beverage industry has continued to grow since the coronavirus pandemic. The development of coffee shops in Indonesia is increasing from year to year, and this development is aligned with the expanding consumption of coffee among the population. Indonesia's climate and geography support farmers' coffee bean production, making Indonesia the third largest Robusta coffee producer in the world. Kopi Janji Jiwa is a cafe that focuses on coffee beans sourced from Indonesian farmers.  This study aims to analyze the effect of brand trust and brand experience on brand love, attitudes, loyalty, and loyalty behavior of Janji Jiwa coffee consumers. This causality research explores and ascertains causal relationships. The subjects of this research are Janji Jiwa coffee consumers in Surabaya city. The sample of this study consisted of 170 respondents who were selected using a Google Forms questionnaire. Respondent data was processed using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) technique and tested using SmartPLS3 software. The results showed that brand trust has a positive and significant effect on brand love. Brand experience has a positive and significant effect on brand love. Brand love has a positive and significant effect on attitude loyalty. Brand love has a positive and significant effect on behavioral loyalty of Surabaya Janji Jiwa Coffee consumers.


Save to Mendeley


Keywords


Brand Trust; Brand Experience; Brand love; Behavioral loyalty

Full Text:

PDF

References


Albert, N., Merunka, D., & Valette-Florence, P. (2008). When consumers love their brands: Exploring the concept and its dimensions. Journal of Business Research, 61(10),1062–1075. https://doi.org/10.1016/j.jbusres.2007.09.014

Bambang, Lubis, A. R., & Darsono, N. (2017). Pengaruh Brand Image, Brand Personality, Brand Experience Terhadap Brand Love Dampaknya Pada Brand Loyalty Gayo Aceh Coffee PT. Oro Kopi Gayo Kabupaten Aceh Tengah. Perspektif Manajemen Dan Perbankan, 8(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

Charton-Vachet, F., & Lombart, C. (2018). Impact of the link between individuals and their region on the customer-regional brand relationship. Journal of Retailing and Consumer Services, 43, 170–187. https://doi.org/10.1016/j.jretconser.2018.03.016

Chaudhuri, A., & Holbrook, M. B. (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. https://doi.org/10.1509/jmkg.65.2.81.18255

DataIndonesia.id.(31 Mei 2023). Nilai dan Pertumbuhan PDB Industri Makanan dan Minuman. Diambil dari: https://dataindonesia.id/industri-perdagangan/detail/industri-makanan-dan-minuman-tumbuh-357-pada-kuartal-iii2022

DataIndonesia.id.(31 Mei 2023). penjualan kopi di Indonesia. Diambil dari: https://dataindonesia.id/agribisnis-kehutanan/detail/volume-penjualan-kopi-siap-minum-indonesia-naik-32-pada-2022

Ebrahim, R., Ghoneim, A., Irani, Z., & Fan, Y. (2016). A brand preference and repurchase intention model: the role of consumer experience. Journal of Marketing Management, 32(13–14), 1230–1259. https://doi.org/10.1080/0267257X.2016.1150322

Efendy, P., Suryadinata, Y. A., & Perhotelan, M. (2015). Analisa pengaruh brand image dan brand trust terhadap brand loyalty di restoran d’cost surabaya.

Gracella, M., Program, L., Bisnis, M., Manajemen, S., & Ekonomi, F. (2019). Peran Brand Love Terhadap Brand Loyalty Dan Willingness To Pay Premium Price Pada Pembeli Iphone Di Surabaya. 7(1)

Handayani, R. S., & Dewi, C. K. (2020). Pengaruh customer satisfaction, calculative commitment, Dan corporate image terhadap attitudinal loyalty Dan behavioral loyalty Pada program Pasti prima Pertamina (Studi Pada SPBU Pasti prima Wilayah Jakarta). Jurnal Sekretaris & Administrasi Bisnis (JSAB), 4(1), 56. https://doi.org/10.31104/jsab.v4i1.155

Hanifah, S., Rahayu, A., & Dirgantari, P. D. (2018). Gambaran brand experience Dan brand love iPhone pada komunitas fanspage Facebook iPhone Indonesia. Journal of Business Management Education (JBME), 3(1), 1-10. https://doi.org/10.17509/jbme.v3i1.14242

Hwang, J., Han, H., & Choo, S. (2015). A strategy for the development of the private country club: focusing on brand prestige. International Journal of Contemporary Hospitality Management, 27(8), 1927–1948. https://doi.org/10.1108/IJCHM-07-2014-0353

Jain, R., & Bagdare, S. (2011). Music and consumption experience: a review. International Journal of Retail & Distribution Management, 39(4), 289–302. https://doi.org/10.1108/09590551111117554

Joseph F. Hair Jr. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R

Karjaluoto, H., Munnukka, J., & Kiuru, K. (2016). Brand love and positive word of mouth: the moderating effects of experience and price. Journal of Product & Brand Management, 25(6), 527–537. https://doi.org/10.1108/JPBM-03-2015-0834

Kaur, H., & Soch, H. (2018). Satisfaction, trust and loyalty: investigating the mediating effects of commitment, switching costs and corporate image. Journal of Asia Business Studies, 12(4), 361–380. https://doi.org/10.1108/JABS-08-2015-0119

Khan, I., & Rahman, Z. (2015). A review and future directions of brand experience research. International Strategic Management Review, 3(1–2), 1–14. https://doi.org/10.1016/j.ism.2015.09.003

Laroche, M., Habibi, M. R., Richard, M.-O., & Sankaranarayanan, R. (2012). The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty. Computers in Human Behavior, 28(5), 1755–1767. https://doi.org/10.1016/j.chb.2012.04.016

Lau, Geok Theng & Lee. 1999. Consumer Trust in Brand and the link to Brand Loyalty. Journal of Market-Focused Management. Kluwer Academic Publisher.

Loureiro, S. M. C., Gorgus, T., & Kaufmann, H. R. (2017). Antecedents and outcomes of online brand engagement. Online Information Review, 41(7), 985–1005. https://doi.org/10.1108/OIR-08-2016-0236

Rita, SE., M.Si (2020). Brand Experience. https://bbs.binus.ac.id/gbm/2020/04/13/brand-experience/

Rofiah, C., & Wahyuni, D. (2017). Kualitas Pelayanan Dan Pengaruhnya Terhadap Loyalitas Pelanggan Yang DiMediasi Oleh Kepuasan Di Bank Muamalat Jombang. EKSIS, 12(1).

Sarkar, A. (2014). Brand love in emerging market: a qualitative investigation. Qualitative Market Research: An International Journal, 17(4), 481–494. https://doi.org/10.1108/QMR-03-2013-0015

Sekaran, U., & Bougie, R. (2016). Research Methods For Business: A Skill Building Approach (7thed.).

Sugiyono. (2019). Metode Penelitian Kuantitatif (Setiyawami, Ed.; Vol. 2). Alfabeta.

SHA Kazmi, M Khalique (2019). Brand Experience and Mediating Roles of Brand Love, Brand Prestige and Brand Trust. https://kiet.edu.pk/marketforces/index.php/marketforces/article/view/399

Zonaduit.(31 Mei 2023). Sejarah Kopi Janji jiwa | Pendiri, Asal Usul, dan Franchise. Diambil dari : https://www.zonaduit.org/2020/08/kopi-janji-jiwa.html

Zhang, S., Peng, M. Y., Peng, Y., Zhang, Y., Ren, G., & Chen, C. (2020). Expressive brand relationship, brand love, and brand loyalty for tablet PCs: Building a sustainable brand. Frontiers in Psychology, 11. https://doi.org/10.3389/fpsyg.2020.00231




DOI: https://doi.org/10.33508/jumma.v12i2.5228