PENGARUH PERSEPSI AUTENTIK, KESADARAN MEREK, CITRA MEREK, KUALITAS YANG DIRASAKAN DAN LOYALITAS TERHADAP NIAT PILIHAN PADA RUMAH MAKAN JEPANG MARUGAME UDON
Keywords:
Authentic Perception, Brand Awareness, Brand Image, Perceived Quality, Brand Loyalty, Brand Choice Intention
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh persepsi autentik, kesadaran merek, citra merek, kualitas yang dirasakan dan loyalitas terhadap niat pilihan serta tinjauannya dalam sudut pandang Islam. Sampel yang digunakan dalam penelitian ini adalah konsumen yang pernah melakukan pembelian ke restoran Marugame Udon dan Tempura di DKI Jakarta dengan jumlah sampel sebanyak 165 orang. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Data dikumpulkan menggunakan metode survey dengan instrument kuesioner. Metode analisis data yang digunakan yaitu Partial Least Square Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa: (1) persepsi autentik berpengaruh positif dan signifikan terhadap kesadaran merek (2) persepsi autentik berpengaruh positif dan signifikan terhadap citra merek (3) persepsi autentik berpengaruh positif dan signfikan terhadap kualitas yang dirasakan (4) kesadaran merek berpengaruh positif dan signifikan terhadap loyalitas merek (5) citra merek berpengaruh positif dan signifikan terhadap loyalitas merek (6) kualitas yang dirasakan berpengaruh positif dan signifikan terhadap loyalitas merek (7) loyalitas merek berpengaruh positif dan signifikan terhadap niat pilihan merek.
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Rezvani, K., Hoseini, S., dan Samadzadeh, M. (2012). Investigating the Role of Word of Mouth on Consumer Based Brand Equity Creation in Iran’s Cell-Phone Market. Journal of Knowledge Management, Economics and Information Technology, 2(1), 1–3.
Robinson, R. N. S., & Clifford, C. (2012). Authenticity and festival foodservice experiences. Annals of Tourism Research, 39(2), 571–600. https://doi.org/10.1016/j.annals.2011.06.007
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Sumarwan. (2011). Perliaku Konsumen: Teori dan Penerapannya dalam Pemasaran. Ghalia Indonesia.
Alhaddad, A. A., & Alhaddad, A. (2015). Perceived Quality, Brand Image and Brand Trust as Determinants of Brand Loyalty. Quest Journals Journal of Research in Business and Management, 3(4), 1–08.
Alkhawaldeh, A. M., Al-Salaymeh, M., Alshare, F., & Eneizan, B. M. (2017). The Effect of Brand Awareness on Brand Loyalty: Mediating Role of Brand Commitment. European Journal of Business and Management, 9(36).
Bilgili, B., & Ozkul, E. (2015). BRAND AWARENESS, BRAND PERSONALITY, BRAND LOYALTY AND CONSUMER SATISFACTION RELATIONS IN BRAND POSITIONING STRATEGIES (A TORKU BRAND SAMPLE). Journal of Global Strategic Management, 2(9).
Bisnis.com. (2019). Bisnis Restoran Cepat Saji Berpeluang Tumbuh 15% Tahun Ini. Bisnis.Com.
Cohen, E., & Avieli, N. (2004). Food in tourism - Attraction and impediment. Annals of Tourism Research, 31(4), 755–778. https://doi.org/10.1016/j.annals.2004.02.003
Deng, Z., Lu, Y., Kee, K., & Zhang, J. (2010). Understanding customer satisfaction and loyalty: An empirical study of mobile instant messages in China. International Journal of Information Management, 30(4), 289–300. https://doi.org/10.1016/j.ijinfomgt.2009.10.001
Ekhveh, A, & Darvishi, A. Z. (2015). The Impact of Brand Awareness on Re-purchase Intention of Customers With Trilogy of Emotions Approach (Case Study for Cell Phones). Applied Mathematics in Engineering, Management and Technology, 3(4), 25–30.
Ekhveh, Abolfazl, & Darvishi, Z. (2015). The Impact of Brand Awareness on Repurchase Intention of Customers With Trilogy of Emotions Approach ( Case Study for Cell Phones ). Applied Mathematics in Engineering, Management and Technology, 3(4), 25–30.
Fritz, K., Schoenmueller, V., & Bruhn, M. (2017). Authenticity in branding – exploring antecedents and consequences of brand authenticity. European Journal of Marketing, 51(2), 324–348. https://doi.org/10.1108/EJM-10-2014-0633
Ghozali, I., & Latan, H. (2015). Partial Least Squares, konsep, teknik dan aplikasi menggunakan program Smartpls 3.0 un-tuk penelitian empiris. Badan Penerbit UNDIP.
Grayson, K., & Martinec, R. (2004). Consumer perceptions of iconicity and indexicality and their influence on assessments of authentic market offerings. Journal of Consumer Research, 31(2), 296–312. https://doi.org/10.1086/422109
Heding, T., F.Knudtzen, C., & Bjerre, M. (2009). Brand management: research, theory and practice. Routledge.
Kayaman, R., & Arasli, H. (2007). Customer based brand equity: Evidence from the hotel industry. Managing Service Quality, 17(1), 92–109. https://doi.org/10.1108/09604520710720692
Keller, K. L. (1993). Conceptualizing, measuring, managing. Journal of Marketing, 57, 1–22.
Kim, J. H., Song, H., & Youn, H. (2020). The chain of effects from authenticity cues to purchase intention: The role of emotions and restaurant image. International Journal of Hospitality Management, 85(July), 102354. https://doi.org/10.1016/j.ijhm.2019.102354
Kotler, P., & Keller, K. L. (2021). Marketing Management MARKETING MANAGEMENT Marketing Management. Pearson Practice Hall, 833.
Lin, H., & Wang, Y. (2006). An examination of the determinants of customer loyalty in mobile commerce contexts. 43, 271–282. https://doi.org/10.1016/j.im.2005.08.001
Lu, A. C. C., Gursoy, D., & Lu, C. Y. (2015). Authenticity perceptions, brand equity and brand choice intention: The case of ethnic restaurants. International Journal of Hospitality Management, 50, 36–45. https://doi.org/10.1016/j.ijhm.2015.07.008
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
Octaviani, E., Indonesia, U. I., & Indonesia, U. I. (2021). THE ROLE OF AUTHENTICITY IN YOGYAKARTA CULINARY. 1(1), 127–140.
Phung, M. T., Ly, P. T. M., & Nguyen, T. T. (2019). The effect of authenticity perceptions and brand equity on brand choice intention. Journal of Business Research, 101(19), 726–736. https://doi.org/10.1016/j.jbusres.2019.01.002
Putu, I., Semadi, Y., & Ariyanti, M. (2018). The Influence of Brand Experience, Brand Image, and Brand Trust on Brand Loyalty of Abc-Cash. Asian Journal of Management Sciences & Education, 7(3), 12–23.
Ratri, L. E. (2007). Hubungan Antara Citra Merek Operator Seluler dengan Loyalitas Merek pada Mahasiswa Pengguna Telepon Seluler di Fakultas Ekonomi Reguler Universitas Semarang. Universitas Diponegoro.
Rezvani, K., Hoseini, S., dan Samadzadeh, M. (2012). Investigating the Role of Word of Mouth on Consumer Based Brand Equity Creation in Iran’s Cell-Phone Market. Journal of Knowledge Management, Economics and Information Technology, 2(1), 1–3.
Robinson, R. N. S., & Clifford, C. (2012). Authenticity and festival foodservice experiences. Annals of Tourism Research, 39(2), 571–600. https://doi.org/10.1016/j.annals.2011.06.007
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Sumarwan. (2011). Perliaku Konsumen: Teori dan Penerapannya dalam Pemasaran. Ghalia Indonesia.
Published
2023-10-15
How to Cite
Annisa, I. (2023). PENGARUH PERSEPSI AUTENTIK, KESADARAN MEREK, CITRA MEREK, KUALITAS YANG DIRASAKAN DAN LOYALITAS TERHADAP NIAT PILIHAN PADA RUMAH MAKAN JEPANG MARUGAME UDON. Arthavidya Jurnal Ilmiah Ekonomi, 25(2), 155-169. https://doi.org/10.37303/a.v25i2.265
Section
Articles
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