Hubungan Brand Experience, Brand Image, Brand Satisfaction, Dan Brand Loyalty Dalam Pespektif Four-Stage Loyalty Model (Studi Terhadap Mahasiswa Pengguna Smartphone Di Tarakan)

Rahmat, Rahmat; Marso, Marso

doi:10.9744/pemasaran.14.1.17-24

Cited by 10 publications

(13 citation statements)

References 14 publications

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“…So it can be concluded that H5 is supported. This is in line with previous research (Rahmat & Marso, 2020;Pandean & Budiono, 2021). The results of the H6 brand image test are able to give a positive influence on the brand trust of Yamaha motorcycles in West Jakarta.…”

Section: Discussionsupporting

confidence: 94%

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The Effect of Brand Communication, Brand Experience, and Brand Image on Yamaha Brand Loyalty in West Jakarta: Brand Trust as a Mediation Variable

Hartono¹,

Rodhiah²

2021

birci

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The automotive industry has an important role in providing transportation in all distribution activities, the automotive industry also provides convenience in traveling with more effective and efficient time, cost and energy. The advantage of motorized transportation is that it can deliver faster, safer, more comfortable, and easier travel distances on land. The human need for traveling mobility is increasing so that it will automatically increase the need for transportation that has effectiveness and efficiency (Romdonah, Fathoni & Haryono, 2015). The purpose of brand communication is to increase customer awareness and memory of the brand so that customers will buy a brand that they always remember which can increase customer satisfaction (Zehir et al., 2011). Because customer engagement is a psychological result of the experience when using a brand that motivates customers to form perceptions and influences engagement between customer behavior and the brand (Hussein, 2018).Thus, Yamaha customers will be happy and feel comfortable so that brand communication and brand experience from Yamaha can be felt by customers who can add positive value to Yamaha's brand image in the community, taking into account consumer input and desires. Chinomona (2016), discusses brand communication, brand image and brand trust as antecedents of brand loyalty in the Gauteng Province of South Africa which resulted in a significant positive relationship. Winnie & Keni's research (2020), produces a positive relationship by discussing the predictions of brand experience and perceived quality on brand loyalty Global Fashion Brands: Brand trust as a mediating variable. However, the research of Rahmat & Marso (2020), has insignificant results on the brand experience variable on brand loyalty and brand image on brand loyalty in their research.

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Section: Discussionsupporting

confidence: 94%

“…So it can be concluded that the hypothesis H7 is supported. This is in line with previous research (Rahmat & Marso, 2020;Pandean & Budiono, 2021). The results of hypothesis testing H8 state that brand trust affects Yamaha motorcycle brand loyalty in West Jakarta.…”

Section: Discussionsupporting

confidence: 94%

The Effect of Brand Communication, Brand Experience, and Brand Image on Yamaha Brand Loyalty in West Jakarta: Brand Trust as a Mediation Variable

Hartono¹,

Rodhiah²

2021

birci

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“…For Brand Experience, to adjust to the context of this study, we modified the 4-item brand experience scale of Rahmat and Marso (2020). A sample item is "the product that is consistent with my lifestyle and personality".…”

Section: Study Variablesmentioning

confidence: 99%

Brand Experience and WOM: The Mediating Effects of Brand Love, Brand Image, and Brand Loyalty

Wijaya¹

2022

APJME

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In marketing, word of mouth (WOM, whether positive or negative, can have a significant impact on overall marketing success because it influences the reputation of the company and the product brand. To foster positive WOM, marketers should manage the consumer experience when consuming a product brand. This study applies brand love, brand image, and brand loyalty to the effect of brand experience on WOM. Brand love, brand image and brand loyalty are posited as mediators. The present study employed consumers of a pharmaceutical brand originating from Japan. The online survey gathered 293 data that could be used for analysis. By using the two types of positive WOM (face-to-face WOM and electronic WOM, later abbreviated as f-WOM and e-WOM) this study revealed that the brand experience was positively associated with e-WOM and f-WOM. Brand experience was associated with e-WOM through brand love, brand image and brand loyalty. In addition, brand experience was associated with f-WOM through brand love, brand image and brand loyalty. The study offers important information to marketers. Through brand property management, organizations would scan positive WOM from their consumers, in turn it may be a good spontaneous promotion at their brands.

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“…Stronger the image, the more inclined they tend to purchase the brands. Halal brand image is significant for consumers, and during their purchase decision, they gave importance to the brand which has a positive image among other brands, and this is established in the study of Rahmat and Marso (2020). The finding suggests that Malaysian consumers of halal brands are sensitive about purchasing halal brands.…”

Section: Antecedents Of Halal Brand Equitymentioning

confidence: 84%

Antecedents of halal brand equity: a study of halal food sector of Malaysia

Khan¹,

Hashim²,

Iqbal³

et al. 2021

JIMA

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Purpose Islamic marketing is an emerging field with a lot of potentials, so it is worthwhile to explore it. This paper aims to conduct research on the unexplored relationship of antecedents of the equity, image and consumers’ trust and satisfaction of halal brands. Design/methodology/approach A structured questionnaire was designed to conduct research to analyze the halal brand equity and its antecedents. Data were collected from 250 halal consumers of Kota Samarahan and Kuching, Malaysia through a self-administered questionnaire using a convenience sampling method. Findings The study finds a positive relationship of three antecedents of brand equity, which confirms a strong relationship between the image and satisfaction of halal brand equity. The results further showed that halal brand image is linked with halal brand trust, but the relationship between halal brand trust and its equity could not be proved. Research limitations/implications This has been a cross-sectional study that was limited to Malaysia, a Muslim majority country. Researchers can conduct a longitudinal study and can conduct it in non-Muslim societies to comprehend their diversity and wider impact. Additionally, this study was limited to halal food brands in Malaysia. Originality/value Islamic marketing has received great attention of researchers, academicians and practitioners that has rather been unexplored earlier particularly the relationships among antecedents of the equity, image and consumers’ trust and satisfaction of halal brands.

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Hubungan Brand Experience, Brand Image, Brand Satisfaction, Dan Brand Loyalty Dalam Pespektif Four-Stage Loyalty Model (Studi Terhadap Mahasiswa Pengguna Smartphone Di Tarakan)

Cited by 10 publications

References 14 publications

The Effect of Brand Communication, Brand Experience, and Brand Image on Yamaha Brand Loyalty in West Jakarta: Brand Trust as a Mediation Variable

The Effect of Brand Communication, Brand Experience, and Brand Image on Yamaha Brand Loyalty in West Jakarta: Brand Trust as a Mediation Variable

Brand Experience and WOM: The Mediating Effects of Brand Love, Brand Image, and Brand Loyalty

Antecedents of halal brand equity: a study of halal food sector of Malaysia

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