Pengaruh Pengalaman Merek, Kepercayaan Dan Kepuasan Dalam Membangun Loyalitas Merek Implora Kosmetik Di Kabupaten Sragen
DOI:
https://doi.org/10.30595/jmbt.v3i1.17756Keywords:
pengalaman merek, kepuasan merek, kepercayaan merek, loyalitas merekAbstract
Tujuan dalam penelitian ini adalah untuk menganalisis pengaruh dari pengalaman merek, kepuasan merek dan kepercayaan merek terhadap loyalitas merek Implora Kosmetik di Kabupaten Sragen. Variabel kepuasan merek dan kepercayaan merek memiliki peran sebagai mediasi dalam hubungan antara pengalaman merek terhadap loyalitas merek Implora Kosmetik. Jenis penelitian ini menggunakan cross sectional, untuk mengetahui dinamika korelasi antar variabel yang di uji. Penelitian ini menggunakan metode analisis kuantitatif memanfaatkan data primer yang diperoleh dari 165 responden di beberapa outlet kosmetik Kabupaten Sragen yang memiliki BA (Beauty Advisor) Implora kosmetik. Pada penelitian ini peneliti menggunakan teknik Non-Probability Sampling. Teknik pengambilan sampel menggunakan metode purposive sampling berdasarkan kriteria spesifik yang ditetapkan peneliti. Teknik analisis data menggunakan analisis Smart PLS untuk mengetahui hubungan antar variabel dan perannya sebagai bentuk mediasi antar variabel. Tingkat Signifikansi hubungan antar variabel diukur menggunakan uji t, sedangkan dalam uji intervening menggunakan uji path coefficient direct dan indirect effect. Variabel yang diteliti sebatas pengalaman merek, kepuasan dan kepercayaan merek. Hasil penelitian ini dapat di jelaskan bahwa pengalaman merek, kepuasan dan kepercayaan merek memiliki pengaruh yang signifikan terhadap loyalitas merek. Oleh karena kepercayaan dan kepuasan merek memiliki pengaruh secara langsung terhadap loyalitas merek, dan ada nya peran kepuasan merek sebagai variabel intervening memiliki pengaruh pengalaman merek terhadap loyaliitas merek dengan model analisis partial mediation dan peran kepercayaan merek sebagai variabel intervening tidak memiliki pengaruh pengalaman merek terhadap loyalitas merek dengan model analisis no mediation.
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