Pengaruh Word of Mouth dan Citra Merek Terhadap Loyalitas Pelanggan Smartphone Oppo Dimediasi Kepercayaan Merek

Ony Khoirul Huda, Arief Teguh Nugroho

Abstract


Tujuan penelitian ini adalah untuk mengetahui  pengaruh  word of mouth dan  citra merek terhadap loyalitas pelanggan smartphone Oppo di Karawang melaui kepercayaan merek sebaga mediasi. Populasi penelitian ini adalah pelanggan smarthphone Oppo di Karawang dan sampel yang diambil sebesar 102 orang. Metode analisis data penelitian ini adalah analisis jalur yang sebelumnya diuji dengan uji instrumen dan uji asumsi klasik. Hasil pengujian menunjukkan bahwa Word of Mouth dan citra merek berpengaruh terhadap loyalitas pelanggan smarthphone Oppo di Karawang baik secara langsung maupun tidak langsung.

Kata kunci: Word of Mouth, Citra Merek, Kepercayaan Merek, Loyalitas Pelanggan.

 

The Influence of Word of Mouth and Brand Image on Oppo Smartphone Customer Loyalty is Mediated Brand Trust

ABSTRACT

The purpose of this study was to determine the effect of Word of Mouth and brand image on customer loyalty of Oppo smartphones in Karawang through brand trust as meditation. The population of this research is the Oppo smartphone customers in Karawang and the sample taken is 102 people. The data analysis method of this research is path analysis which was previously tested by instrument test and classical assumption test. The test results show that Word of Mouth and brand image affect customer loyalty of Oppo smartphones in Karawang, either directly or indirectly.

Keywords: Word of Mouth, Brand Image, Brand Trust, Customer Loyalty


References


Hasan, A. (2013). Marketing. Yogyakarta: Media Utama.

Mulyanto, H. dan Wulandari, A., (2010), Penelitian Metode dan Anlisis. Semarang : CV Agung

Richard, Chinomona, 2016, “Brand communication, brand image and brand trust as antecedents of brand loyalty in Gauteng Province of South Africaâ€, African Journal of Economic and Management Studies Vol. 7 No. 1, 2016 pp. 124- 139

Shimp, T. A., 2014. Komunikasi Pemasaran Terpadu dalam Periklanan dan Promosi. Jakarta: Salemba Emapat.

Oktiani, A. dan Khadafi, R., 2018, “Pengaruh Brand Awareness dan Brand Image Serta Word of Mouth Terhadap Brand Trust dan Pembentukan Brand Loyality Pada Pelanggan C’Bezt Fried Chiken kecamatan Genteng Banyuwangiâ€; Jurnal COSTING Volume 1 Nomor 2, Juni 2018

Utami, Z.R., 2019, “Pengaruh Citra Merek Terhadap Loyalitas Pelanggan Yang Dimediasi Oleh Kepercayaan Merek Pada konsumen Maskara orifkame Surabayaâ€, Jurnal STIE Pebarnas.

Puspita, R., Yunus, M. dan Sulaiman, 2017, “Pengaruh Faktor Sosial, Citra Merek, dan Kualitas Produk terhadap Kepercayaan Merek Serta Dampaknya Pada Loyalitas pelanggan Telepon Selulerâ€, Jurnal Magister Manajemen Fakultas Ekonomi dan Bisnis Unsyiah Volume 1, No. 1, September 2017: 46

Agustina, N., Fauzi, A.D.H. dan Nuralam, I.P., 2018, “Pengaruh Kepuasan Pelanggan, biaya Beralih, dan kepercayaan Merek Terhadap Loyalitas pelanggan†Jurnal JAB Vol. 64 No. 1

Alfian Surya Putra, A.S., 2018, “The Influence of Brand Image and Bran Trust on Customer Loyality (A Case Study on The Consumer of Oppo Smartphone in DIY)â€, Jurnal Manajemen Bisnis Indonesia Edisi 3

Husain, H. dan Hartati M, 2017, “Pengaruh Kepercayaan Merek Terhadap loyalitas Konsumen Pada Pengguna air Minum Kemasan Arindo Kota Kendariâ€, Jurnal JMA Volume 6, Nomor 2

Oliviana, M, Mananeke, L. dan Mintardjo, C., 2017, “Pengaruh Brand Image dan Word of Mouth terhadap Loyalitas Konsumen pada RM Dahsyat†Jurnal EMBA Vol. 5 No. 2 Juni 2017: 1081 – 1092

Yusfita, N. dan Yulianto, E., 2018, “Pengaruh Experiental Marketing dan Word of Mouth Terhadap Loyalitas Pelngganâ€, JAB,Vol. 57 No. 1 April 2018

Hatta, I.H. dan Setiarini, “Pengaruh Word Of Mouth dan Switching Cost Terhadap Loyalitas Pelanggan dan Loyalitasâ€, Jurnal Ilmiah Manajemen dan Bisnis, Vol. 19 No. 1, 2018: 32-40

Tamon, G.J., Mandey, S.L. dan Wenas, R.S., 2019, “Strategi Promosi, Citra Merek terhadap Loyalitas pelanggan Handphone Toyota (Studi pada Konsumen Handphone Toyota di Manado)â€, Jurnal EMBA Vol.7 No.1 Januari 2019: 701 – 710

Choiriah, E.N. dan Liana, L., 2019, “Pengaruh Kualitas Produk, Citra Merek, dan Kualitas Layanan TerhadapLoyalitas Pelanggan dimediasi Kepuasan Pelanggan (Studi pada Pelanggan Sepeda Motor Honda di Kota Semarang)â€, Jurnal MADIC ISSN: 2443-2601.

Andjarwati, A.L. dan Chusniartiningsih, E., 2019, “Pengaruh Kesadaran Merek dan Citra Merek terhadap Loyalitas Pelanggan Teh Pucuk Harum Wilayayah Surabaya Utaraâ€, Jurnal MINDS Vol. 5, No. 2 (Juli-Desember) 2018: 189-202

Lock, A.C., “Impact Of Brand Knowledge On Brand Trust in Private Higher Education Institutions : How Do Word of Mouth Sources Intervene?â€, SARJANA Volume 31, No. 2, 2016: 13–32.

Eunil Park, E., Kim, K.J. dan Kwon, S.J., 2017, “Corporate social responsibility as a determinant of consumer loyalty: An examination of ethical standard, satisfaction, and trustâ€, Journal of Business Research 76 (2017) 8–13.

Umar, H., 2018, “The Influence Of satisfaction and Brand Image On Consumer Loyalty: Study On Cinema Industry In Jakarta Province, Indonesiaâ€, International Journal of Advanced Scientific Research & Development Vol. 05, Iss. 01, Ver. I, Jan’ 2018: 01 – 12.




DOI: http://dx.doi.org/10.33370/jpw.v22i02.436

Refbacks

  • There are currently no refbacks.


Copyright (c) 2020 Jurnal Pengembangan Wiraswasta

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Tools:
   
JURNAL PENGEMBANGAN WIRASWASTA