THE ROLE OF BRAND IMAGE IN BUILDING BRAND LOYALTY IN BHS BRAND COVERS

Siti Asiyah

Abstract

This research is motivated by the lack of research on Muslim clothing, especially BHS brand sarongs. In fact, this research can increase the sales turnover of the sarong industry in Indonesia. Apart from that, this research aims to examine the role of brand image in building brand loyalty and brand trust. In this research, brand image is predicted to have the power to build brand loyalty and brand trust. This research aims to test and analyze the behavior of BHS sarong consumers in the cities of Malang and Pasuruan. The data in this study were analyzed using SEM SmartPLS 2.0. The sampling method used is a non-probability sampling method, with a purposive sampling technique. The number of respondents used reached 100 people. The findings of this research are that brand image is able to increase brand loyalty from BHS sarongs. However, brand trust is not able to mediate the relationship between brand image and brand loyalty, because to form brand loyalty, consumers also need purchasing power.

Full Text:

PDF

References

Abbas, U., Islam, K. M., Hussain, S., Baqir, M., & Muhammad, N. (2021). Impact Of Brand Image On Customer Loyalty With The Mediating Role Of Customer Satisfaction And Brand Awareness. International Journal of Marketing Research Innovation, 1-15.

Agatha, Cintya, and Widiartanto. 2020. “Pengaruh Brand Image Dan Brand Love Terhadap Brand Loyalty ( Studi Pada Pemilik Membership Card Oryza Gym Semarang) Administrasi Bisnis, Universitas Diponegoro Jurnal Ilmu Administrasi Bisnis, 9 (2).

Albert, N., Merunka, D. and Valette-Florence, P. (2009), “The feeling of love toward a brand: concept and measurement”, Advances in Consumer Research, Vol. 36, pp. 300-307.

Al-Haddad, A. 2015. Perceived quality, brand image and brand trust as determinants of brand loyalty. Journal of Research in Business and Management 3(4): 01-08.

Asuncion Hernandez-Fernandez, Mathieu Collin Lewis,2019, Brand authenticity leads to perceived value and brand trust Asuncion Hernandez-Fernandez, Mathieu Collin Lewis European Journal of Management and Business Economics ISSN: 2444-8494 Open Access. Article publication date: 25 June 2019 Issue publication date: 3 October 2019

Azize Sahin et al (2011). The effect of Brand Experiences,Trust and Satisfaction on building Brand Loyalty; An Empirical Research On Global Brands; Procedia Social and Behavioral Sciences 24 (2011) 1288–1301

Bibby, D.N. (2011). Sponsorship portfolio as brand image creation strategies: a commentary essay. Journal of Business Research, 64(6), 628-630.

Can, Y., Erdil, O., & Kitapçı, H. (2017). Brand Loyalty And Re-Purchase Intention In Smartphone Marketing: The Perspective Of Habit. January, 39–48. https://doi.org/10.15405/epsbs.2017.12.02.4

Carroll, B.A., & Ahuvia, A. (2006). Some Antecedents and Outcomes of Brand Love. Marketing Letters.

Chaudhuri Arjun,Holbrook B.Moris, (2001), "The Chain of Effects From Brand Trust and Brand Affects to Brand Performance: The Role of Brand Loyalty", Journal of Marketing Vol.65, p.81-93

Chinomona, R. (2016). Komunikasi Merek, Citra Merek dan Kepercayaan Merek sebagai Anteseden Loyalitas Merek di Provinsi Gauteng Afrika Selatan. Jurnal Studi Ekonomi dan Manajemen Afrika, 7(1).

Devi, Farah Margaretha, Willy Arafah. 2023. “Pengaruh Brand Love Pada Brand Loyalty Melalui Self - Esteem dan Brand Trust”. SEIKO : Journal of Management & Business. Vol.6

Dwiputranto, M., A. Alwie, and M. Marhadi. 2017. “Pengaruh Brand Image Dan Product Quality Terhadap Brand Love Dan Brand Loyalty Pada Pengguna Mobil Honda Jazz Di Kota Pekanbaru.” Jurnal Online Mahasiswa Fakultas Ekonomi Universitas Riau 4 (1): 297–310.

Erfan Severi1 & Kwek Choon Ling1 (2013).The Mediating Effects of Brand Association, Brand Loyalty, Brand Image and Perceived Quality on Brand Equity Erfan. Asian Social Science; Vol. 9, No. 3; 2013 ISSN 1911-2017 E-ISSN 1911-2025 Published by Canadian Center of Science and Education

Giovanis A dan Athanasopoulou P, (2018) "Understanding lovemark brands: Dimensions and effect on Brand loyalty in high-technology products", Spanish Journal of Marketing - ESIC, Vol. 22 Issue: 3, pp. 272-294

Hair, J.F., Ringle, C.M. and Sarstedt, M. (2013) Partial Least Squares Structural Equation Modeling: Rigorous Applications, Better Results and Higher Acceptance. Long Range Planning, 46, 1-12. https://doi.org/10.1016/j.lrp.2013.01.001

Le, M. T. H. (2021). The impact of brand love on brand loyalty: the moderating role of self-esteem, and social influences. Spanish Journal of Marketing-ESIC, 25(1), 156– 180. https://www.emerald.com/insight/content/doi/10.1108/SJME-05-2020- 0086/full/html

Liu, Zhiyong and Liu, Yang, 2018, "Investigating on Determinants of Cross-Border E-Commerce Purchase Intention" (2018).ICEB 2018 Proceedings. 7. https://aisel.aisnet.org/iceb2018/

Nalau, Antonio. 2010. Pengaruh Brand Image terhadap Loyalitas Pelanggan. (Online). Diakses 23 April 2015

Riorini, S. V. (2017). Peran brand loyalty sebagai mediator antara brand love dan brand trust konsumen usaha jasa perjalanan wisata. Jurnal Manajemen, 21(1), 55–70. https://doi.org/10.24912/jm.v21i1.147

Song, H. J., Wang, J. H., & Han, H. (2019). Effect of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops. International Journal of Hospitality Management, 79 (June 2018), 50–59.https://doi.org/10.1016/j.ijhm.2018.12.011

Sugiyono. (2018). Metode Penelitian Kuantitatif. Bandung: Alfabeta.

Refbacks

  • There are currently no refbacks.