Factors That Influence Brand Loyalty on Scarlett Whitening Products
关键词:
Advertising Spending, Attitudes Toward Advertisement, Brand Engagement, Brand Love, Monetary Promotion, Non-Monetary Promotion, Value Congruity摘要
This research aims to analyze the factors that influence brand loyalty for Scarlett Whitening products. The population of this study was domiciled people in Jakarta, Bogor, Depok, Tangerang and Bekasi who had used Scarlett Whitening products using a purposive sampling technique and distributing questionnaires to a total of 265 respondents. Data was analyzed using PLS-SEM. The results showed that advertising spending, attitudes towards advertising, and value congruity have a positive effect on brand identification and brand image. Brand identification has a positive effect on brand image, brand engagement, brand love and brand loyalty. Brand image has a positive effect on brand love. Brand engagement and brand love have a positive effect on brand loyalty.
参考
Adhikari, K., & Panda, R. K. (2019). The role of consumer-brand engagement towards driving brand loyalty: Mediating effect of relationship quality. Journal of Modelling in Management, 14(4), 987–1005. https://doi.org/10.1108/JM2-03-2019-0067
Belanche, D., Cenjor, I., & Pérez-Rueda, A. (2019). Instagram Stories versus Facebook Wall: an advertising effectiveness analysis. Spanish Journal of Marketing - ESIC, 23(1), 69–94. https://doi.org/10.1108/SJME-09-2018-0042
Bennett, R., & Gabriel, H. (2003). Image and Reputational Characteristics of UK Charitable Organizations: An empirical study. Corp Reputation Rev, 6, 276–289. https://doi.org/https://doi.org/10.1057/palgrave.crr.1540206
Bustomi, Y., & Setyawati, H. A. (2021). Analisis pengaruh brand image, product quality terhadap brand love dan brand loyalty (studi pada produk sepatu merek Bata di Kebumen) Yazid. Jurnal Online Mahasiswa Fakultas Ekonomi Universitas Riau, 4(1), 1–7. http://eprints.universitasputrabangsa.ac.id/id/eprint/11/1/155502207 ref.pdf
Cuong, D. T. (2020). Impact of customer satisfaction and brand image on brand loyalty. Business Innovation & Technology Management, 002(October), 069–077. https://doi.org/10.5373/JARDCS/V12I6/S20201280
Erkan, I., Gokerik, M., & Acikgoz, F. (2021). The Impact of Facebook Ads on Brand Image, Brand Awareness, and Brand Equity. In L. C. Carvalh & P. Isaias (Eds.), Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy, (pp. 443–462). https://doi.org/https://dx.doi.org/10.4018/978-1-7998-9020-1.ch033
Febrian, A., & Ahluwalia, L. (2021). Investigating the antecedents of consumer brand engagement to luxury brands on social media. Indonesian Journal of Business and Entrepreneurship, 7(3), 245–256. https://doi.org/10.17358/ijbe.7.3.245
Fitriani, A., & Achmad, G. N. (2023). Pengaruh brand identification dan brand image terhadap brand love dan brand loyalty pada pengguna produk smartphone iphone di Samarinda. Jurnal Ilmu Manajemen Mulawarman (JIMM), 8(1), 1–8. https://doi.org/https://doi.org/10.30872/jimm.v8i1.9771
Hans, A. (2020). Pengaruh Consumer value dan brand identification terhadap brand loyalty.pdf. In Tidak Diterbitkan.
Hibban, I. A., & Wahyudi, H. D. (2022). The influence of brand image on willingness to pay premium price through brand love. Adpedi Science Series, 1–10. https://adpebipublishing.com/index.php/AICMEST/article/view/97
Ismail, A. R., Nguyen, B., Chen, J., Melewar, T. C., & Mohamad, B. (2020). Brand engagement in self-concept (BESC), value consciousness and brand loyalty: a study of generation Z consumers in Malaysia. Young Consumers, 22(1), 112–130. https://doi.org/10.1108/YC-07-2019-1017
Kaur, H., Paruthi, M., Islam, J. U., & Hollebeek, L. D. (2020). The role of brand community identification and reward on consumer brand engagement and brand loyalty in virtual brand communities. Telematics and Informatics, 46, 101321. https://doi.org/10.1016/j.tele.2019.101321
Kim, S. H., & Lee, S. A. (2019). The role of marketing communication mix on Korean customers’ coffee shop brand evaluations. Journal of Hospitality and Tourism Insights, 3(3), 291–309. https://doi.org/10.1108/JHTI-07-2019-0097
Lestari, R., Elwisam, E., & Molina, M. (2020). Determinant Citra Merek dan Dampaknya pada Keputusan Pembelian Sabun Mandi. Jurnal Manajemen Strategi Dan Aplikasi Bisnis, 3(2), 149–160. http://ejournal.imperiuminstitute.org/index.php/JMSAB/article/view/221
Lotaknio, R. A. N., & Mahargiono, P. B. (2022). Pengaruh brand image, brand identification dan experiential marketing terhadap customer loyalty Di Kedai Kopi Jokopi Surabaya. Jurnal Ilmu Dan Riset Management, 11(2), 1–16. http://jurnalmahasiswa.stiesia.ac.id/index.php/jirm/article/view/4612%0Ahttp://jurnalmahasiswa.stiesia.ac.id/index.php/jirm/article/download/4612/4611
Meilawati, A. (2021). Pengaruh brand experience, brand identification, brand authenticity, dan brand love terhadap brand loyalty pada Restoran Waroeng Kaligarong Di Kota Semarang (Thesis). Semarang: Universitas Diponegoro. https://repofeb.undip.ac.id/id/eprint/9080
Michaelidou, N., Micevski, M., & Cadogan, J. W. (2015). An evaluation of nonprofit brand image: Towards a better conceptualization and measurement. Journal of Business Research, 68(8), 1657–1666. https://doi.org/10.1016/j.jbusres.2015.03.024
Mody, M., & Hanks, L. (2020). Consumption Authenticity in the Accommodations Industry: The Keys to Brand Love and Brand Loyalty for Hotels and Airbnb. Journal of Travel Research, 59(1), 173–189. https://doi.org/10.1177/0047287519826233
Rather, R. A., Tehseen, S., Itoo, M. H., & Parrey, S. H. (2019). Customer brand identification, affective commitment, customer satisfaction, and brand trust as antecedents of customer behavioral intention of loyalty: An empirical study in the hospitality sector. Journal of Global Scholars of Marketing Science: Bridging Asia and the World, 29(2), 196–217. https://doi.org/10.1080/21639159.2019.1577694
Saleh, R. (2017). Pesan iklan dalam membangun merek. Jurnal Bisnis Terapan, 1(1), 33–42. https://doi.org/10.24123/jbt.v1i01.275
Sanny, L., Arina, A. N., Maulidya, R. T., & Pertiwi, R. P. (2020). Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust. Management Science Letters, 10, 2139–2146. https://doi.org/10.5267/j.msl.2020.3.023
Scarlett Whitening. (2017). Scarlett Whitening. https://scarlettwhitening.com/
Shetty, K., & Fitzsimmons, J. R. (2022). The effect of brand personality congruence, brand attachment and brand love on loyalty among HENRY’s in the luxury branding sector. Journal of Fashion Marketing and Management, 26(1), 21–35. https://doi.org/10.1108/JFMM-09-2020-0208
Tuškej, U., & Podnar, K. (2018). Consumers’ identification with corporate brands: Brand prestige, anthropomorphism and engagement in social media. Journal of Product and Brand Management, 27(1), 3–17. https://doi.org/10.1108/JPBM-05-2016-1199
Wibowo, C. J., & Pattyranie, P. H. (2021). The Effect of Value Congruity, Customer Brand Identification, Affective Brand Commitment, Customer Brand Engagement on Coffee Store Brand Loyalty: The Case of Starbucks. Journal of Management, 12(1), 262–264. https://doi.org/https://doi.org/10.35335/enrichment.v12i1.201
Fakultas Ekonomi dan Bisnis | Universitas Pelita Harapan | Kampus Universitas Pelita Harapan | Gedung F Lt. 12 | Lippo Karawaci, Tangerang - 15811 | Telp 021-5460901 | Fax 54210992