Brand trust sebagai prediktor customer loyalty pada konsumen produk air mineral AQUA Daerah Yogyakarta dan Jawa Tengah

Tiara Shafa Nabila, Universitas Negeri Yogyakarta
Dyah Ayu Purwaniningtyas, Universitas Negeri Yogyakarta, Indonesia

 10.21831/ap.v6i1.69687

Abstract


Persaingan para produsen air mineral menjadi sebuah tuntutan bagi perusahaan untuk meningkatkan pasar masyarakat. Salah satunya brand air mineral terkemuka yaitu AQUA yang mengalami beberapa tantangan persaingan dan isu negatif yang tengah dialami. Perusahaan untuk dapat tetap bertahan dan berkembang membutuhkan konsumen yang dalam jangka panjang tetap membeli produk sehingga tingkat loyalitas pelanggan sangat dibutuhkan dalam menghadapi tantangan pasar. Perusahaan dalam mencapai loyalitas pelanggan perlu memperhatikan kepercayaan pelanggan terhadap brand produk. Maka dari itu, penelitian ini memiliki tujuan untuk memahami pengaruh dari brand trust atau kepercayaan pada brand terhadap customer loyalty atau loyalitas pelanggan yang mengonsumsi air mineral AQUA. Penelitian ini menggunakan pendekatan kuantitatif dengan sampel yang diambil secara accidental sampling pada warga Yogyakarta dan Jawa Tengah yang telah mengonsumsi AQUA sebanyak 120 responden. Hasil penelitian ini menunjukkan bahwa terdapat pengaruh positif yang signifikan dari brand trust terhadap customer loyalty. Variasi kontribusi brand trust sebesar 71,7% terhadap customer loyalty

Keywords


customer loyalty; brand trust; AQUA

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References


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DOI: https://doi.org/10.21831/ap.v6i1.69687

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