Consumer-Brand Identification and Brand Loyalty: Analysis on Customer Satisfaction and Brand Trust as Mediators

Dwike Natalia, Honey Wahyuni Sugiharto Elgeka, Anton Johannes Tjahjoanggoro

Abstract


Consumers who have used Apple-branded smartphones have greater probability that they will continue to buy iPhones in the future. This is because customers feel satisfied and have identified the product before making a purchase, creating loyalty for the Apple brand. The purpose of this study is to examine the role of customer satisfaction and brand trust as mediators in the relationship between consumer-brand identification and brand loyalty. Participants in this study consisted of 155 consumers and obtained by using accidental sampling technique. Data analysis used the Hayes Process model 4, which explains that customer satisfaction can act as a mediator in the relationship between consumer-brand identification and brand loyalty, while brand trust cannot act as a mediator. Brand loyalty is not sufficiently formed when consumers can identify the brand well or there is satisfaction with the brand, but rather by the essential emotional bond that makes consumers rely on the brand. However, this has not been fulfilled by the iPhone to make consumers have brand loyalty.

Keywords


consumer-brand identification; customer satisfaction; brand trust; brand loyalty

Full Text:

PDF

References


Al-Eisa, A., & Alhemoud, A. M. (2009). Using a multiple-attribute approach for measuring customer satisfaction with retail banking services in Kuwait. International Journal of Bank Marketing, 27(4), 291–314. https://doi.org/10.1108/02652320910968368

Anderson, R. E., & Srinivasan, S. S. (2003). E-Satisfaction and E-Loyalty : A Contingency Framework. 20(2), 123–138. https://doi.org/10.1002/mar.10063

Bohang, F. K. (2018). Membandingkan Kesetiaan Pengguna Android dan iOS. Kompas.Com. https://tekno.kompas.com/read/2018/03/11/11370017/membandingkan-kesetiaan-pengguna-android-dan-ios

Budiman, A., Yulianto, E., & Saifi, M. (2020). Pengaruh E-Service Quality Terhadap E-Satisfaction Dan E- Loyalty Nasabah Pengguna Mandiri Online. Profit, 14(01), 1–11. https://doi.org/10.21776/ub.profit.2020.014.01.1

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

Chen, Y.-S., Chen, T.-J., & Lin, C.-C. (2016). The Analyses of Purchasing Decisions and Brand Loyalty for Smartphone Consumers. Open Journal of Social Science, 4, 108–116.

Graciola, A. P., Toni, D. De, Lima, V. Z. De, & Milan, G. S. (2018). Does price sensitivity and price level influence store price image and repurchase intention in retail markets ? 44, 201–213.

Halim, R. E. (2006). The Effect of the Relationship of Brand Trust and Brand Affect on Brand Performance: An Analysis from Brand Loyalty Perspective (A Case of Instant Coffee Product in Indonesia). SSRN Electronic Journal, 1–14. https://doi.org/10.2139/ssrn.925169

Hami, A. El, & Sidik, A. A. (2017). Studi Komparasi Self-Esteem Pengguna Iphone dan Bukan Pengguna Iphone pada Remaja. Psympathic: Jurnal Ilmiah Psikologi, 4(2), 183–192. https://doi.org/10.15575/psy.v4i2.1347

Haumann, T., Quaiser, B., Wieseke, J., & Rese, M. (2014). Footprints in the sands of time: A comparative analysis of the effectiveness of customer satisfaction and customer-company identification over time. Journal of Marketing, 78(6), 78–102. https://doi.org/10.1509/jm.13.0509

He, H., Li, Y., & Harris, L. (2012). Social identity perspective on brand loyalty. Journal of Business Research, 65(5), 648–657. https://doi.org/10.1016/j.jbusres.2011.03.007

Herdyanto, A. (2019). 10 Negara Ini Punya Jumlah Pengguna Smartphone Terbanyak di Dunia! IDN Times. https://www.idntimes.com/tech/gadget/abraham-herdyanto/negara-dengan-jumlah-pengguna-smartphone-terbesar/full

Homburg, C., Wieseke, J., & Hoyer, W. D. (2009). Social Identity and the Service – Profit Chain. 73, 38–54.

Kim, J., Lee, H., & Lee, J. (2020). Smartphone preferences and brand loyalty : A discrete choice model reflecting the reference point and peer effect. Journal of Retailing and Consumer Services, 52. https://doi.org/10.1016/j.jretconser.2019.101907

Kuleh, Y., & Setyadi, D. (2016). The Effect of Brand Trust and Affection on the Attitudinal and Purchase Loyalty of Celluler Telecomunication Customers in East Kalimantan-Indonesia. European Journal of Business and Management Www.Iiste.Org ISSN, 8(24), 86–95. www.iiste.org

Lee, W.-K. (2014). A Framework for Purchase Intentions Toward a Brand-New Smartphone Based on Self-Presentation and Aesthetics *. 24(4), 515–529.

Li, H., Tevrizci, C., & Aham-Anyanwu, N. (2014). An empirical study of e-loyalty development process from the e-service quality experience: Testing the etailq scale. Proceedings - Pacific Asia Conference on Information Systems, PACIS 2014.

Lin, J., Lobo, A., & Leckie, C. (2017). The role of benefits and transparency in shaping consumers’ green perceived value, self-brand connection and brand loyalty. Journal of Retailing and Consumer Services, 35, 133–141. https://doi.org/10.1016/j.jretconser.2016.12.011

Mario, A. D. (2018). iPhone Diklaim Jadi Smartphone Identik Orang Kaya. Liputan 6.Com. https://www.liputan6.com/tekno/read/3583677/iphone-diklaim-jadi-smartphone-identik-orang-kaya

Neuman, W. L. (2014). Social Research Methods: Qualitative and Quantitative Approaches (Seventh Ed). Pearson Education Limited.

Popp, B., & Woratschek, H. (2017a). Consumer-brand identification revisited: An integrative framework of brand identification, customer satisfaction, and price image and their role for brand loyalty and word of mouth. Journal of Brand Management, 24(3), 250–270. https://doi.org/10.1057/s41262-017-0033-9

Popp, B., & Woratschek, H. (2017b). Consumers’ relationships with brands and brand communities – The multifaceted roles of identification and satisfaction. Journal of Retailing and Consumer Services, 35, 46–56. https://doi.org/10.1016/j.jretconser.2016.11.006

Prastika, N. D. (2013). Emotional Branding Telepon Seluler Merek Nokia Terhadap Konsumen. Psikostudia: Jurnal Psikologi, 2(1), 10–15. https://core.ac.uk/download/pdf/268076012.pdf

Pusparisa, Y. (2019). Berapa Jumlah Pengguna Smartphone Dunia. Databooks. https://databoks.katadata.co.id/datapublish/2020/01/20/berapa-jumlah-pengguna-smartphone-dunia

Rahmawan, A. (2013). Menciptakan Keunggulan Kompetitif dalam Bisnis. Arry Rahmawan. https://arryrahmawan.net/menciptakan-keunggulan-kompetitif-dalam-bisnis/

Rather, R. A., Tehseen, S., Itoo, M. H., & Parrey, S. H. (2019). Customer brand identification, affective commitment, customer satisfaction, and brand trust as antecedents of customer behavioral intention of loyalty: An empirical study in the hospitality sector. Journal of Global Scholars of Marketing Science, 29(2), 196–217. https://doi.org/10.1080/21639159.2019.1577694

Sembiring, M. T., Carine, & Sawaluddin. (2019). Demand Forecasting Smartphone X Seiring Perkembangan Teknologi Di Provinsi Sumatera Utara. Repositori Universitas Malikussaleh, 4(1).

Shariff, M. N. M., Setyawati, S. M., & H, K. A. (2012). Brand Loyalty as a Mediator of the Relationship between Brand Trust and Brand Performance. Knowledge Management International Conference (KMICe), 420–424.

Shukla, P., Banerjee, M., & Singh, J. (2016). Customer commitment to luxury brands: Antecedents and consequences. Journal of Business Research, 69(1), 323–331. https://doi.org/10.1016/j.jbusres.2015.08.004

So, K. K. F., King, C., Sparks, B. A., & Wang, Y. (2013). The influence of customer brand identification on hotel brand evaluation and loyalty development. International Journal of Hospitality Management, 34, 31–41. https://doi.org/10.1016/j.ijhm.2013.02.002

Statcounter. (2019). Mobile Operating System Market Share Indonesia. Statcounter.Com. https://gs.statcounter.com/os-market-share/mobile/indonesia/#monthly-201512-201912

Stokburger-Sauer, N., Ratneshwar, S., & Sen, S. (2012). Drivers of consumer – brand identification. 29, 406–418. https://doi.org/10.1016/j.ijresmar.2012.06.001

Susanti, A. (2017). Nih Alasan Banyak Pengguna Android Beralih ke iPhone. Oketechno. https://techno.okezone.com/read/2017/07/31/207/1746977/nih-alasan-banyak-pengguna-android-beralih-ke-iphone

Yeh, C. H., Wang, Y. S., & Yieh, K. (2016). Predicting smartphone brand loyalty: Consumer value and consumer-brand identification perspectives. International Journal of Information Management, 36, 245–257. https://doi.org/10.1016/j.ijinfomgt.2015.11.013.




DOI: http://dx.doi.org/10.30872/psikostudia.v10i3.5529

Refbacks

  • There are currently no refbacks.


Copyright (c) 2021 Psikostudia : Jurnal Psikologi

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

 

Indexing by :

         

_________________________________________

PSIKOSTUDIA: Jurnal Psikologi Published by Faculty of Social and Political Siences, University of Mulawarman, Samarinda, East Kalimantan and This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

 _________________________________________

PSIKOSTUDIA: Jurnal Psikologi

Department of Psychology
Faculty of Social and Political Siences, University of Mulawarman
Jl. Muara Muntai Kampus Gn. Kelua Samarinda 75411
Phone: +62 813 35350368
E-Mail: psikostudia@fisip.unmul.ac.id