PENGARUH KOMUNIKASI MEREK, CITRA MEREK, PERSEPSI KUALITAS KONSUMEN DAN KEPERCAYAAN MEREK TERHADAP LOYALITAS KONSUMEN

Abstract

Consumer loyalty has an important role as a strong commitment for customers to make continuous repurchases of a particular laptop brand, consumer loyalty itself can be formed because of communication, image and trust from a brand to its customers. This study aims to find out and get a better empirical discussion about consumer perceptions and their loyalty to brands that are influenced by brand communication, brand image and brand confidence on Asus laptops. Data collection was carried out by distributing online questionnaires using Purposive Sampling to 100 respondents aged 18-43 years and owning and currently using Asus laptops and domiciled in the city of Bekasi. The data was analyzed by using (PLS)-SEM. The results showed that Brand Communication has a positive effect on Brand Image. While Brand Communication negatively affects Brand Trust. Brand Image also negatively affects Brand Trust. Quality Perception positively affects Brand Trust. Furthermore, Brand Trust has a positive effect on Brand Loyalty, and Quality Perception as a moderation variable has a positive effect between Brand Trust and Brand Loyalty. These results can be concluded based on the results of the hypothesis test in this study by looking at the value of the t-statistic results greater than (>1.96) and seeing the value of P-values smaller than (< 0.05). So it is concluded that there are two variables from the hypothesis of Brand Communication and Brand Image on Brand Trust that do not support the t-Statistic value and P-Values. And there are four variants of the hypothesis, namely Brand Communication, Quality Perception, Brand Trust in Consumer Loyalty which supports the value of t-Statistics and P-Values. From the research results that have been obtained, suggestions that can be given for further research are to be able to prove the influence of variables that do not support this research and also to develop different variables.