Pengaruh Keaslian Merek Terhadap Nilai Yang Diterima dan Kepercayaan Merek
DOI:
https://doi.org/10.59330/jmd.v1i2.15Kata Kunci:
Individualitas Merek, Konsistensi Merek, Kontinuitas Merek, Keaslian Merek, Kepercayaan MerekAbstrak
Latar Belakang: Industri minuman bersoda merupakan salah satu industri dengan peluang yang cukup besar dengan persaingan yang terus meningkat.
Tujuan: Penelitian ini bertujuan untuk menganalisis pengaruh keaslian merek terhadap nilai yang diterima dan kepercayaan merek.
Metode Penelitian: Individualitas merek, konsistensi merek dan kontinuitas merek merupakan variabel eksogen dengan kepercayaan merek sebagai variabel endogen dalam penelitian ini. Adapun variabel endogen dalam penelitian ini adalah nilai yang diterima dan kepercayaan merek, dengan keaslian merek sebagai variabel intervening Objek penelitian ini adalah produk minuman berkarbonasi merek “Coca-Cola” dengan jumlah sampel sebanyak 209 responden. Teknik analisis data dalam penelitian ini menggunakan Structural Equation Modeling (SEM) dengan alat analisis AMOS 21.
Hasil Penelitian: Hanya individualitas merek yang tidak memiliki pengaruh terhadap keaslian merek, namun variabel konsistensi merek dan kontinuitas merek berpengaruh terhadap keaslian merek. Selain itu, ditemukan pengaruh positif dan signifikan dari keaslian merek terhadap nilai yang diterima dan kepercayaan merek.
Keaslian/Kebaruan Penelitian: Penelitian ini berkontribusi secara teoritis terhadap pengembangan literatur mengenai merek (brand) suatu produk.
Referensi
Bengtsson, A., Bardhi, F., & Venkatraman, M. (2010). How global brands travel with consumers: An examination of the relationship between brand consistency and meaning across national boundaries. International Marketing Review, 27(5), 519-540. https://doi.org/10.1108/02651331011076572
Beverland, M. B., & Farrelly, F. J. (2010). The quest for authenticity in consumption: Consumers’ purposive choice of authentic cues to shape experienced outcomes. Journal of Consumer Research, 36(5), 838–856. https://doi.org/10.1086/615047
Bruhn, M., Schoenmüller, V., Schäfer, D., & Heinrich, D. (2012). Brand authenticity: Towards a deeper understanding of its conceptualization and measurement. Advances in consumer research, 40. https://ssrn.com/abstract=2402187
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255
Dari, A. W., & Saputra, S. (2022). Pengaruh pengelolaan hubungan pelanggan (customer relationship management), nilai yang dirasakan (perceived value), kualitas yang dirasakan (perceived quality), dan kepuasan (satisfaction) terhadap loyalitas nasabah perbankan di Kota Batam. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi)., 9(3), 1186-1202. https://doi.org/10.35794/jmbi.v9i3.44000
Delgado-Ballester, E., & Fernandez-Sabiote, E. (2016). “Once upon a brand”: Storytelling practices by Spanish brands. Spanish Journal of Marketing-ESIC, 20(2), 115-131. https://doi.org/10.1016/j.sjme.2016.06.001
Dwivedi, A., & McDonald, R. (2018). Building brand authenticity in fast-moving consumer goods via consumer perceptions of brand marketing communications. European Journal of Marketing, 52(7–8), 1387–1411. https://doi.org/10.1108/EJM-11-2016-0665
Eggers, F., O’Dwyer, M., Kraus, S., Vallaster, C., & Güldenberg, S. (2013). The impact of brand authenticity on brand trust and SME growth: A CEO perspective. Journal of World Business, 48(3), 340–348. https://doi.org/10.1016/j.jwb.2012.07.018
Ghozali, I. (2017). Model Persamaan Struktural Konsep Dan Aplikasi Program AMOS 24. Badan Penerbit Universitas Diponegoro.
Hernandez-Fernandez, A., & Lewis, M. C. (2019). Brand authenticity leads to perceived value and brand trust. European Journal of Management and Business Economics, 28(3), 222–238. https://doi.org/10.1108/EJMBE-10-2017-0027
Lee, J., Yi, J., Park, K., & Yi, Y. (2014). Your fake smile hurts my heart: the effect of employee authenticity and manipulative intent on customer perceived value and satisfaction. ACR North American Advances.
Manthiou, A., Kang, J., Hyun, S. S., & Fu, X. X. (2018). The impact of brand authenticity on building brand love: An investigation of impression in memory and lifestyle-congruence. International Journal of Hospitality Management, 75(January), 38–47. https://doi.org/10.1016/j.ijhm.2018.03.005
Mitchell, D. (2015, 11 May). These Are the Top 5 Energy Drinks. Time. https://time.com/3854658/these-are-the-top-5-energy-drinks/
Morhart, F., Malär, L., Guèvremont, A., Girardin, F., & Grohmann, B. (2013). Brand authenticity: An integrative framework and measurement scale. Journal of Consumer Psychology, 25(2), 200–218. https://doi.org/10.1016/j.jcps.2014.11.006
Nawaz, N. U. A., & Usman, A. (2011). What makes customers brand loyal: A study on telecommunication sector of Pakistan. International journal of business and social science, 2(14).
Netemeyer, R. G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D., Ricks, J., & Wirth, F. (2004). Developing and validating measures of facets of customer-based brand equity. Journal of Business Research, 57(2), 209–224. https://doi.org/10.1016/S0148-2963(01)00303-4
Petrick, J. F. (2002). Development of a multi-dimensional scale for measuring the perceived value of a service. Journal of Leisure Research, 34(2), 119–134. https://doi.org/10.1080/00222216.2002.11949965
Pine, B. J., & Gilmore, J. H. (2008). Keep it real. American Marketing Association.
Portal, S., Abratt, R., & Bendixen, M. (2019). The role of brand authenticity in developing brand trust. Journal of Strategic Marketing, 27(8), 714–729. https://doi.org/10.1080/0965254X.2018.1466828.
Qomariah, N., & Wibowo, Y. G. (2019). Pengaruh Brand Image, Kepercayaan, Dan Nilai Pelanggan Terhadap Kepuasan Pelanggan Herbalife. Jurnal manajemen dan bisnis indonesia, 5(2), 300-312.
Riefler, P. (2020). Local versus global food consumption: the role of brand authenticity. Journal of Consumer Marketing, 37(3), 317–327. https://doi.org/10.1108/JCM-02-2019-3086
Samudro, A., Sumarwan, U., Simanjuntak, M., & Yusuf, E. Z. (2020). Assessing the effects of perceived quality and perceived value on customer satisfaction. Management Science Letters, 10(5), 1077–1084. https://doi.org/10.5267/j.msl.2019.11.001
Schallehn, M., Burmann, C., & Riley, N. (2014). Brand authenticity: Model development and empirical testing. Journal of Product and Brand Management, 23(3), 192–199. https://doi.org/10.1108/JPBM-06-2013-0339
Sekaran, U., & Bougie, R. (2016) Research Methods for Business: A Skill-Building Approach (7th Ed.). Wiley & Sons, West Sussex.
Sung, Y., & Kim, J. (2010). Effects of brand personality on brand trust and brand affect. Psychology & marketing, 27(7), 639-661. https://doi.org/10.1002/mar.20349
Top Brand Award. (2022). Top Brand Index Fase 1 2022. Top Brand Award. https://www.topbrand-award.com/top-brand-index/?tbi_year=2022
Upmannyu, N. K., & Rajput, S. (2017). An Assessment of the Relationship Among Brand Trust, Perceived Value and Brand Loyalty. PRIMA: Practices & Research in Marketing, 8(1).
Utama, A. P., & Murti, T. R. (2022). Strategi Pemasaran Berdasarkan Nilai: Kunci Untuk Mendapatkan Pelanggan Yang Loyal Ditengah Ketatnya Persaingan Usaha Dalam Era Pandemi Covid 19. IKRA-ITH ABDIMAS, 5(1), 110-117.
Wuestefeld, T., Hennigs, N., Schmidt, S., & Wiedmann, K. P. (2012). The impact of brand heritage on customer perceived value. Der markt, 51, 51-61. https://doi.org/10.1007/s12642-012-0074-2
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of marketing, 52(3), 2-22. https://doi.org/10.1177/002224298805200302
