Analisis Pengaruh Brand Image Dan Loyalitas Pelanggan Terhadap Kinerja Penjualan Dengan Repurchase Intention Sebagai Variabel Mediasi Pada PT. Changhong Electric Indonesia
Keywords:
Brand Image, Repurchase Intention, loyalitas pelanggan, kinerja penjualan
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh secara signifikan antara Brand Image dan loyalitas pelanggan terhadap kinerja penjualan dengan Repurchase Intention sebagai variabel mediasi pada PT. Changhong Electric Indonesia. Hasil penelitian menunjukkan bahwa Brand Image dan loyalitas pelanggan berpengaruh signifikan terhadap kinerja penjualan melalui Repurchase Intention sebagai variabel mediasi pada PT. Changhong Electric Indonesia dimana nilai F hitung 13.779 dengan tingkat signifikan 0,000 <0,05 seperti yang dipersyaratkan dalam model. Kontribusi Brand Image (X1), loyalitas pelanggan (X2), dan variabel Repurchase Intention (Y) secara bersamaan yang secara langsung mempengaruhi variabel kinerja penjualan (Z) dari R2 quare = 0,301 = 30,1% .Jumlah sisanya sebesar 0,699 = 69,9% dipengaruhi oleh variabel lain yang tidak dapat dijelaskan dalam model penelitian.Terdapat pengaruh signifikan Brand Image dan loyalitas pelanggan terhadap Repurchase Intention di PT. Changhong Electric Indonesia dimana nilai hitungan uji F 139.492 dengan tingkat signifikan000 <0,05 seperti yang dipersyaratkan dalam model. Kontribusi Brand Image (X1), loyalitas pelanggan (X2 secara bersamaan yang berpengaruh langsung terhadap Repurchase Intention variabel (Y) memiliki nilai R square = 0742 = 74,2%. Sisanya sebesar 0258 = 25,8% dipengaruhi oleh variabel lain yang tidak dapat dijelaskan dalam model penelitian.
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References
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Tjiptono,Fandy (2004) Strategi Pemasaran.Yogyakarta : penerbit andi.
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Urde, M.,1999, “ Brand Orientation A Mindset into Strategic Resources: Journal of Consumer Research Vol 16 March pp
Wardani, Dyah S.K., 2002, “Analisis Faktor-Faktor Yang Mempengaruhi Tenaga Penjualan Dan Relevansinya Terhadap Peningkatan Kinerja Penjualan”, Jurnal Sains Pemasaran Indonesia, Vol. I (Desember), halaman 292-306.
Yasin.MM and Yavas U, 1999, “Enhancing Customer Orientation Service Delivery Systems an Integrative Framework”, Managing Service Quality Vol 9 No 3
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Zeithaml, Valerie A, Bitner, Mary J, Gremler, Dwyne D. (2006). Integrating Customer Focus Across The Firm (4th ed). New York: The McGraw-Hill Companies, Inc.
Alimudin, A., & Yoga, H. (2015). Strategi meningkatkan loyalitas pelanggan pada usaha kecil produk makanan ringan di surabaya. Sustainable Competitive Advantage (SCA), 5(1).
Assael, H, 1995, Consumer Behavior and Marketing Action, 5th edition, South
Western College Publishing, Cincinatti, OH.
Aydin, Serkan and Ozer, Ghokan (2004), “The Analysis of Antecedent of Customer Loyalty in the Turkish Mobile Telecommunication Market,” European Journal of Marketing, Vol.39
Aydin, Serkan and Ozer, Ghokan (2005), “National Customer Satisfaction Indices: A Implementation in the Turkish Mobile Telephone Market,” Marketing Intellegence & Planning, Vol.23, No 5
Aaker David A, 1991, “Managing Brand Equity, Capitalizing on the Value of a Brand Name”, The Free Press,New York.
--------, 1989, “Competitive Advantage of the Firm”, Journal of Strategic Research, New York.
--------, 1996, “Building Strong Brands” 1st ed,, The Free Press: New York.
--------, and Kevin L, Keller, 1990, ‘Consumer Evaluations of Brand Extension”, Journal of Marketing, 54 (January), 27-41.
Basu Swastha Dharmmesta, 1999, “Loyalitas pelanggan: Sebuah Kajian Konseptual Sebagai Panduan Bagi Peneliti”, Jurnal Ekonomi dan Bisnis Indonesia, No,3:73- 88Vol, 14, BPFE-UGM.
Dobni, Betsi. And Zinkhan, George M. Competitive Intelligence : Insights From
Executive
Dharmmesta, Basu Swastha (1999), “Loyalitas Pelanggan : Sebuah Kajian Konseptual Sebagai Panduan Bagi Peneliti,” Jurnal Ekonomi dan Bisnis Indonesia, Vol.14, No 3
Darsono, Licen Indahwati (2005), “Loyalty & Disloyalty: Sebuah Pandangan Komprehensif Dalam Analisis Loyalitas Pelanggan,” Jurnal Administrasi dan Bisnis, Vol.4
Fournier, S. (1998), “Consumers and their brands: developing relationship theory in consumer research”, Journal of Consumer Marketing, Vol. 24 No. 4, pp. 343-74.
Ferdinand, Augusty T., 2000, “ Manajemen Pemasaran : Sebuah Pendekatan Strategik “, Research Paper Series, Program Magister Manajemen, Universitas Diponegoro, Semarang
Ferdinand, A. 2002, Structural Equation Modelling Dalam Penelitian Manajemen, Universitas Diponegoro, Semarang.
Freddy , Rangkuti. (2002) Strategi Promosi Yang Kreatif & Analisis Kasus Integrated Marketing Communication. Jakarta : Penerbit Gramedia Pustaka Utama.
Griffin, Jill, 1995, Customer Loyalty: How to earn it, How to keep it, USA: A Division Of Simon and Schukers Inc.
Graeff, T,R,, 1996, “Using promotional messages to manage the effects of brand and self image on brands evaluation”, Journal of Consumer Marketing, Vol,13, No,3, pp 4-18
Gefen, David (2002),”Customer Loyalty in E-Commerce,”Journal of the Association for Information Systems, Volume 3
Hellier, P., Geursen, G., & Carr, R. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11), 1762-1800. Retrieved October 15, 2012, from Emerald database.
Heneman L. Robert, Thomas I. Andrea, 1997, “ Using Strategic Performance Management To Drive Brand Leadership “, Compensation & Benefit Review, Edisi November-Desember, p. 33-40
Haubl, G,, “A cross-national investigation of the effects of country of origin and brand name on the evaluation of a new car,” International Marketing Review, Vol, 13 No, 5, pp, 76-97.
Hasiholan Sitompul, SE., MM., D. Hotman, 2004, “Pengaruh Orientasi Belajar Dan Komitmen Organisasional Terhadap Kerja Cerdas Dalam Meningkatkan Kinerja Penjualan”, Jurnal Sains Pemasaran Indonesia, Vol. III (Mei), halaman 41-54.
Johnson, D.M., (1997). Customer orientation and market action. Englewood Cliffs, New Jersey: Prentice hall international inc.
Koskela, Heikki (2002),” Customer Satisfaction and Loyalty in After Sales Service: Modes of Care in Telecommunications Systems Delivery,” HUT Industrial Management and Work and Organizational Psychology, Report No 21
Keller, K.L. (2003). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. 2nd ed. New Jersey: Prentice-Hall, Inc.
Kotler, P. (2003). Marketing Management. 11th ed. New Jersey: Pearson Education, Inc.
Kotler, P., Bowen, J. & Makens, J. (1999). Marketing for hospitality anf tourism, (International ed), Prentise Hall. New Jersey: Prentice Hall Int, Inc.
Kotler, Philip, and Amstrong Gary, (1996). Principles of marketing, (9nd) ed, Englewood Cliffs, New Jersey: Prentice Hall Int, Inc.
Low and Lamb, 2000, “The measurement and dimensionality of brand associations”, The Journal of Product and Brand Management, Santa Barbara: 2000, Vol, 9, Iss, 6;pg, 350
Murphy, J,M, (1990),” Brand Strategy”, Prentice-Hall, Englewood Cliffs, NJ,
Meenagan and Shipley, 1999, “Media effect in commercial sponsorship”, European Journal of Marketing, Vol, 33 No,3/4, pp, 328-347,
Ngatno, 2005, “Analisis Proses Supervisi Tenaga Penjualan (Studi Kasus Pada Salesman Asuransi Bumi Putera Semarang)”, Jurnal Sains Pemasaran Indonesia, Vol. IV (September), halaman 153-172.
Olson, Peter, 1993, Consumer Behavior and Marketing Strategy, Richard D. Irwan Inc, Boston, Third Edition.
Park, W.C. and Srinivasan, V. (1994), “A survey-based method for measuring and
understanding brand equity and its extendibility”, Journal of Marketing Research, Vol. 31 No. 2, pp. 271-88.
Pelham, Alfred M, 1997, “ Mediating Influences On The Relationship Between Market Orientation and Profitability In Small Industry Firms “, Journal of Marketing Theory and Practice, pp.55-76
Porter, M.E. 1980, Competitive Strategy, Techniques for Analyzing Industries and Competitors, Macmillan Publishing Company, New York.
Porter, M.E. 1993, Keunggulan Bersaing, cetakan kedua, terjemahan, Dharma, A., Penerbit Erlangga, Jakarta.
Robbin, S.P. dan Coulter, M. 1999. Management, 6th edition, Prentice Hall International Inc, New Jersey.
Ramli. 2007. “Tambah Pelanggan di Saat Ketatnya Persaingan”. Sijori Mandiri
Schiffman, Leon G and Kanuk, Leslie L (2007) Customer Behavior. 8th Edition. Pearson Prentice Hall, New Jersey.
Sugiyono. 2007. Metode Penelitian Pendidikan: Pendekatan Kuantitatif, Kualitatif
dan R&D. Bandung: Alfabeta.
Selnes, Fred (1993), “An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty,” European Journal of Marketing, Vol.27, No 9
Shin, N. 2001, Strategies for Competitive Advantage in Electronic Commerce, Journal of Electronic Commerce Research, Vol. , No. 4, hat. 164-170.
Sofjan Assauri, 2003, “Customer Service yang Baik Landasan Pencapaian Customer Satisfaction”, Usahawan No , 01 Tahun XXXII Januari 2003
Swastha Dh., M.B.A., Dr. Basu, 1993. Manajemen Penjualan, Edisi 3. Yogyakarta: BPFE.
Tjiptono,Fandy (2004) Strategi Pemasaran.Yogyakarta : penerbit andi.
Tjiptono, Fandy.(2008). Strategi Pemasaran. Edisi ke tiga. Yogyakarta: Andi.
Urde, M.,1999, “ Brand Orientation A Mindset into Strategic Resources: Journal of Consumer Research Vol 16 March pp
Wardani, Dyah S.K., 2002, “Analisis Faktor-Faktor Yang Mempengaruhi Tenaga Penjualan Dan Relevansinya Terhadap Peningkatan Kinerja Penjualan”, Jurnal Sains Pemasaran Indonesia, Vol. I (Desember), halaman 292-306.
Yasin.MM and Yavas U, 1999, “Enhancing Customer Orientation Service Delivery Systems an Integrative Framework”, Managing Service Quality Vol 9 No 3
Zeithaml, Valerie, Parasuraman A.A. & Leonard, Berry L., (1990). Delivering quality service: balancing customer perseption & expectation. Ney York.
Zeithaml, V.A., and Bitner, M.J., (2003). Services marketing: integrating customer focus across the firm, (International Edition), New York: The McGraw-Hill Companies. Inc.
Zeithaml, Valerie A, Bitner, Mary J, Gremler, Dwyne D. (2006). Integrating Customer Focus Across The Firm (4th ed). New York: The McGraw-Hill Companies, Inc.
Published
2018-02-27
Section
Articles
