Ubud, Suzan (2012) Strategi Brand Relationship Quality, Brand Commitment dan Brand Love terhadap Brand Loyalty pada Restoran Waralaba Asing di Kota Malang. Magister thesis, Universitas Brawijaya.
Abstract
Pada tahun-tahun terakhir ini, konsep tentang kualitas hubungan merek ( brand relationship quality ) telah menarik perhatian yang semakin banyak, baik dari para peneliti maupun para praktisi dalam bidang pemasaran merek. Hanya saja, adanya perbedaan paradigma membuat cara konseptualisasi dan pengukuran konsep tersebut dari perspektif yang berbeda-beda. Penelitian ini, mengintegrasikan dan memodifikasi konsep utama dari berbagai paradigma hubungan konsumen-merek yang berbeda-beda dan menawarkan pengujian sebuah model yang integratif (terpadu). Berdasarkan pada teori brand relationship quality dan relationship marketing (RM), tujuan dari penelitian ini adalah untuk mengeksplorasi hubungan antara strategi brand relationship quality, brand commitment dan brand love dalam mencapai brand loyalty pada restoran waralaba asing di kota Malang. Brand loyalty dapat dicapai jika restoran memandang kedepan konsep strategi brand relationship quality yaitu dengan meningkatkan keunikan, kepercayaan, kesenangan dan kepuasan bagi pelanggan. Populasi dalam penelitian ini adalah seluruh pelanggan restoran waralaba asing di kota Malang dengan jumlah sampel sebesar 120 responden. Metode pengambilan sampel yang digunakan adalah purposive sampling dan teknik analisis yang dipergunakan dalam penelitian ini adalah PLS ( Partial Least Square ). Hasil penelitian menunjukkan bahwa adanya pengaruh langsung dan signifikan antara strategi brand relationship quality terhadap brand commitment , brand commitment terhadap brand love , brand commitment terhadap brand loyalty dan brand love terhadap brand loyalty . Penelitian ini juga menghasilkan pengaruh tidak signifikan antara strategi brand relationship quality terhadap brand love dan strategi brand relationship quality terhadap brand loyalty . Penelitian ini mengungkapkan bahwa variabel strategi brand relationship quality terhadap brand commitment mempunyai pengaruh paling besar. Sedangkan pengaruh hubungan yang paling rendah adalah variabel strategi brand relationship quality terhadap brand loyalty, hubungan ini akan signifikan apabila diperkuat brand commitment dan brand love . Dengan demikian, penelitian ini mendukung teori brand relationship quality dan konsep relationship marketing serta kritik yang dikemukakan oleh Shu Pei-Tsai. Akhirnya, brand loyalty tidak hanya tergantung pada strategi brand relationship quality tapi juga brand commitment dan brand love.
English Abstract
In recent years, notion of brand relationships quality has drawn increasing attention from both researchers and practitioners in field of service brand marketing. However, since re are different paradigms on this field, it makes conceptualization and measurement of this notion comes on diversified perspectives. current study that integrates and modifies main concepts of different consumer-brand relationships paradigms, proposes to test an integrative-model. Based on ory of brand relationship quality and relationship marketing (RM), aim of this research is to explore relationship between strategy of brand relationship quality, brand commitment, and brand love in achieving brand loyalty for foreign franchise restaurants in Malang City. Brand loyalty can be achieved if a restaurant is able to have a visionary sight on concept of brand relationship quality strategy by enhancing uniqueness, trust, delight and satisfaction for customers. population in this study is all customers of foreign franchise restaurants in Malang City with 120 respondents as its sample. sampling method used is purposive sampling; fur rmore, analysis techniques utilized in this study is PLS (Partial Least Square). result of this research demonstrates a direct significant influence between brand relationship quality strategy and brand commitment, direct significant influence between brand commitment and brand love, direct significant influence between brand commitment and brand loyalty, direct significant influence between brand love and brand loyalty. study shows that re is no significant effect of brand relationship quality strategy toward brand love and brand loyalty. study reveals that brand relationship quality strategy variable to brand commitment variable has highest impact; meanwhile, lowest effect of relationship is variable brand relationship quality strategy to brand loyalty. This relationship will be significant if it is mediated by brand commitment and brand love. Thus, this study supports ory of brand relationship quality and relationship marketing concepts as well as criticisms stated by Shu-Pei Tsai. Finally, brand loyalty does not only depend on brand relationship quality strategy but also brand commitment and brand love.
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | TES/658.827/UBU/s/041202244 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing |
| Divisions: | S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Endro Setyobudi |
| Date Deposited: | 30 Oct 2012 15:12 |
| Last Modified: | 30 Oct 2012 15:12 |
| URI: | http://repository.ub.ac.id/id/eprint/159954 |
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