PENGARUH CELEBRITY ENDORSER, BRAND EQUITY DAN CUSTOMER BONDING TERHADAP TINGKAT INTENSI LOYALITAS PELANGGAN TOKOPEDIA
Keywords:
Celebrity Endorser, Brand Equity, Customer Bonding, Customer loyalty
Abstract
The aim of this research is to evaluate the influence of celebrity endorsers, Brandequity and customer bondingon Tokopedia customer loyalty. In this research, the population consists of people who have used Tokopedia as a place to shop online at least twice, and the sampel was taken from 150 respondents using non-probability sampling methods, especially purposive. This research uses PLS (Partial Least Square) as an analysis tool. Tokopedia must concentrate on customer loyalty to build Brandequity by considering Brandequity and existing customer connections. The results found that celebrity endorsers had no significant effect on Tokopedia customer loyalty. However, the Brandequity variable has a positive and significant effect on Tokopedia customer loyalty. Customer bonding also has a positive and significant effect on Tokopedia customer loyalty.
References
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[25] Runiaty and Muhajirin, “Pengaruh Ekuitas Merek Dan Citra Merek Terhadap Loyalitas Konsumen Pada Produk Laptop Acer (Studi Kasus Pada Toko Johan Foto & Komputer Kota Bima),” J. Bisnis Dan Kaji. Strateg. Manaj., vol. 4, no. 1, pp. 1–12, 2020, doi: 10.35308/jbkan.v4i1.1841.
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[2] D. Suhardi and R. Irmayanti, “Pengaruh Celebrity Endorser, Citra Merek Dan Kepercayaan Merek Terhadap Minat Beli Konsumen,” J. Inspirasi Bisnis dan Manaj., vol. 3, no. 1, pp. 53–62, 2019, doi: 10.55606/jurima.v2i1.153.
[3] M. Yafiz and Marliyah, “Celebrity Endorser, Brand Image, & Kepuasan Pelanggan Terhadap Loyalitas Pelanggan,” Al-Muamalat J. Huk. Ekon. Syariah, vol. III, no. 01, pp. 115–134, 2017.
[4] J. P. Koponen and S. M. Julkunen, “Development of long-term B2B customer relationships: the role of self-disclosure and relational cost/benefit evaluation,” Eur. J. Mark., vol. 56, no. 13, pp. 194–235, 2022, doi: 10.1108/EJM-07-2020-0492.
[5] Suyitno, Y. Wahyuningsih, and P. W. Ningtiyas, “Jurnal Nusantara Aplikasi Manajemen Bisnis Analisis Strategi Customer Bonding Untuk Membangun Loyalitas Pelanggan Pada Labella Hijab Store Lamongan Jurnal Nusantara Aplikasi Manajemen Bisnis,” vol. 8, no. 2, pp. 339–360, 2023.
[6] A. F. Salsabila and S. B. Utomo, “Pengaruh Brand Image, Kualitas Produk Dan Celebrity EndorserTerhadap Loyalitas Pelanggan,” J. Ilmu dan Ris. Manaj., pp. 1–16, 2023.
[7] A. A. Anas and T. Sudarwanto, “Pengaruh Celebrity Endorser terhadap Keputusan Pembelian di Eiger Store Royal Plaza Surabaya,” J. Pendidik. Tata Niaga, vol. 8, no. 3, pp. 953–958, 2020.
[8] I. G. P. F. P. Seraya and L. P. Mahyuni, “Pengaruh Kualitas Pelayanan M-Banking, Brand Image, Celebrity Endorsement Terhadap Loyalitas Nasabah Dengan Kepuasan Nasabah Sebagai Variabel Mediasi,” vol. 12, no. 09, pp. 1796–1804, 2023.
[9] P. A. I. P. Dewi and N. M. Purnami, “PERAN BRAND IMAGE MEMEDIASI PENGARUH KREDIBILITAS CELEBRITY ENDORSER TERHADAP BRAND LOYALTY,” vol. 8, no. 8, pp. 4841–4870, 2019.
[10] E. C. X. Aw and L. I. Labrecque, “Celebrity endorsement in social media contexts: understanding the role of parasocial interactions and the need to belong,” J. Consum. Mark., vol. 37, no. 7, pp. 895–908, 2020, doi: 10.1108/JCM-10-2019-3474.
[11] A. R. Nurvita and A. Budiarti, “Pengaruh Celebrity Endorser Dan Brand Image Dimediasi Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Giyomi Clothing Store,” J. Ilmu dan Ris. Manaj., vol. 8, pp. 1–18, 2019.
[12] A. Novitasari and T. Suryani, “Peran kepercayaan merek, citra merek, dan celebrity endorsement terhadap loyalitas merek bedak tabur wardah,” J. Bus. Bank., vol. 7, no. 2, 2019, doi: 10.14414/jbb.v7i2.999.
[13] U. R. Raut, P. A. Pawar, P. Q. Brito, and G. S. Sisodia, “Mediating model of brand equity and its application,” Spanish J. Mark. - ESIC, vol. 23, no. 2, pp. 295–318, 2019, doi: 10.1108/SJME-04-2019-0021.
[14] M. D. Habib and M. A. Sarwar, “After-sales services, brand equity and purchasing intention to buy second-hand product,” Rajagiri Manag. J., vol. 15, no. 2, pp. 129–144, 2021, doi: 10.1108/ramj-07-2020-0033.
[15] M. F. Firdaus and E. A. Yamini, “Pengaruh Brand Equity dan Brand Trust Terhadap Loyalitas Pelanggan Sepatu Sandal Merek Eiger,” ULIL ALBAB J. Ilm. Multidisiplin, vol. 2, no. 3, pp. 1154–1160, 2023.
[16] R. A. E. Apriliani, “Pengaruh Brand Trust, Brand Equity, dan Brand Image terhadap Loyalitas Pelanggan,” J. PPKM , vol. 6, no. 2, pp. 112–121, 2019.
[17] C. L. M. Raharja and N. M. A. Aksari, “Pengaruh Persepsi Kualitas Dan Citra Merek Terhadap Loyalitas Merek Dalam Membangun Ekuitas Merek,” E-Jurnal Manaj. Univ. Udayana, vol. 8, no. 12, pp. 7053–7071, 2019, doi: 10.24843/ejmunud.2019.v08.i12.p08.
[18] A. Muhtarom, N. R. Zulyanti, and N. Mufidah, “Analisis Pengaruh Ekuitas Merek, Kualitas Produk, Kualitas Pelayanan dan Promosi terhadap Loyalitas Pelanggan di Masa Kebiasaan Baru ( Studi Kasus PT Ladang Hijau Kecamatan Tikung Kabupaten Lamongan ),” J. Penelit. Manaj. Terap., vol. 6, no. 2, pp. 101–113, 2021.
[19] M. F. Asari, “Analisis Pengaruh Customer Bonding Terhadap Loyalitas Pelanggan Matahari Department Store Johar Plaza Jember,” no. 1985, pp. 1–6, 2020, [Online]. Available: http://repository.unmuhjember.ac.id/id/eprint/6046%0Ahttp://repository.unmuhjember.ac.id/6046/3/C. BAB I.pdf.
[20] S. Gustini, A. N. Suryani, and A. Mahendri, “Pengaruh costumer bonding terhadap loyalitas konsumen pada Kedai Remaja Sekayu,” J. Manaj. Kompeten, vol. 5, no. 1, pp. 13–26, 2022.
[21] Siska, D. N. Rahmawati, and Ilham, “PENGARUH CUSTOMER INTIMACY , CUSTOMER EXPERIENCE , CUSTOMER SATISFACTION , DAN CUSTOMER BONDING TERHADAP LOYALITAS,” vol. 23, no. 1, 2023.
[22] I. M. Rizky et al., “PENGARUH CUSTOMER BONDING TERHADAP LOYALITAS KONSUMEN (Studi Pada Pedagang Pengecer CV Prima Rasa Abadi Tasikmalaya di Wilayah Kecamatan Ciamis),” vol. 3, pp. 56–68, 2021.
[23] F. Setiawan and N. Hermina, “Pengaruh marketing mix dan customer bonding terhadap loyalitas pelanggan,” vol. 5, no. 10, 2023.
[24] F. Mukadar, A. Widarko, and Khalikussabir, “Pengaruh Kualitas Produk, Customer Bonding dan Kepuasaan Pelanggan Terhadap Kesetiaan Pelanggan (Studi Kasus Pada Pelanggan Clodia Outfit),” pp. 84–95, 2022.
[25] Runiaty and Muhajirin, “Pengaruh Ekuitas Merek Dan Citra Merek Terhadap Loyalitas Konsumen Pada Produk Laptop Acer (Studi Kasus Pada Toko Johan Foto & Komputer Kota Bima),” J. Bisnis Dan Kaji. Strateg. Manaj., vol. 4, no. 1, pp. 1–12, 2020, doi: 10.35308/jbkan.v4i1.1841.
[26] G. Kereh, W. Bogar, and A. Pandowo, “Efek Customer Bonding Dan Kepuasaan Terhadap Loyalitas Pelanggan Produk Scarlett Di Tondano,” JRMA (Jurnal Ris. Manaj. dan Akuntansi), vol. 10, no. 03, pp. 179–189, 2023.
Published
2024-05-30
How to Cite
Harwati, T. A., & Aryanto, V. D. W. (2024). PENGARUH CELEBRITY ENDORSER, BRAND EQUITY DAN CUSTOMER BONDING TERHADAP TINGKAT INTENSI LOYALITAS PELANGGAN TOKOPEDIA. Dinamika: Jurnal Manajemen Sosial Ekonomi, 4(1), 111-123. https://doi.org/10.51903/dinamika.v4i1.445
Section
Articles
