Pengaruh Keterlibatan Merek dan Pengalaman Merek Terhadap Loyalitas Merek dengan Kepercayaan Merek sebagai Variabel Intervening

Clarisa Nusantari Arya Putri; Muhammad Miftahun Nadzir

doi:10.47134/jerp.v1i1.114

Authors

Clarisa Nusantari Arya Putri Universitas Muhammadiyah Yogyakarta
Muhammad Miftahun Nadzir Universitas Muhammadiyah Yogyakarta

DOI:

https://doi.org/10.47134/jerp.v1i1.114

Keywords:

Keterlibatan Merek, Pengalaman Merek, Kepercayaan Merek, Loyalitas Merek

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh keterlibatan merek dan pengalaman merek terhadap loyalitas merek melalui kepercayaan merek sebagai pemediasi pada masyarakat yang menggunakan Traveloka. Teknik sampel pada penelitian ini menggunakan purposive sampling atau pengambilan sampel dengan kriteria. Kriteria yang digunakan yaitu masyarakat yang pernah menggunakan Traveloka minimal 2 kali dan berdomisili di Yogyakarta. Teknik pengumpulan data dalam penelitian ini menggunakan kuesioner berbentuk google form, dan terkumpul sebanyak 229 responden. Metode yang digunakan untuk analisis adalah path analysis dengan program spss versi 29. Hasil penelitian ini menunjukkan bahwa keterlibatan merek berpengaruh positif dan signifikan terhadap kepercayaan merek, pengalaman merek berpengaruh positif dan signifikan terhadap kepercayaan merek, keterlibatan merek berpengaruh positif dan signifikan terhadap loyalitas merek, pengalaman merek berpengaruh tidak signifikan terhadap loyalitas merek, kepercayaan merek berpengaruh positif dan signifikan terhadap loyalitas merek, kepercayaan merek memediasi keterlibatan merek terhadap loyalitas merek dan kepercayaan merek tidak memediasi pengalaman merek terhadap loyalitas merek.

This study aims to determine the effect of brand involvement and brand experience on brand loyalty through brand trust as a mediator in people who use Traveloka. The sample technique in this study used purposive sampling or sampling with criteria. The criteria used are people who have used Traveloka at least 2 times and are domiciled in Yogyakarta. The data collection technique in this study used a questionnaire in the form of a Google form, and collected 229 respondents. The method used for analysis is path analysis with the SPSS version 29 program. The results of this study indicate that brand engagement has a positive and significant effect on brand trust, brand experience has a positive and significant effect on brand trust, brand engagement has a positive and significant effect on brand loyalty, brand experience has a positive and insignificant effect on brand loyalty, brand trust has a positive and significant effect on brand loyalty, brand trust mediates brand engagement on brand loyalty and brand trust does not mediate brand experience on brand loyalty.

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