THE EFFECT OF BRAND EQUITY ON BRAND TRUST WITH BRAND REPUTATION AS A MEDIATING VARIABLE (STUDY ON COSTUMERS OF SATE KMS IN PADANG CITY)

Abstract view : 28 times
PDF - 13 times


Abstract


This study aims to determine the effect of Brand Equity on Brand Trust through Brand Reputation as a mediating variable (Study on costumers of Sate KMS in Padang City). This research is explanatory with quantitative methods. The sampling technique used in this study was purposive sampling for consumers who had bought and consumed KMS sate Padang, with a sample of 125 respondents. This study uses Partial Least Square with the SmartPLS 3.0 program. The results of this study indicate that food & service quality, brand affect, brand awareness, and brand association have a significant effect on brand trust with a brand reputation as a mediating variable.

Keywords: brand equity, brand reputation, brand trust


Full Text:

PDF

References


Ahmed.Z., Rizwan. M., Ahmad. M., & Haq. M. ( 2014). Effect of brand trust and customer satisfaction on brand loyalty in Bahawalpur. Journal of Sociological Research. ISSN 1948-5468 2014, Vol. 5, No. 1

Aydın,G., & Ulengin,B. (2015). Effect of Consumer-Based Brand Equity on Purchase Intention : Considering Socioeconomic Status and Gender as Moderating Effects. Journal of Euromarketing, 24: 107 - 119,

Chinomona, R., & Maziriri,E,T. (2017). The influence of brand awareness, brand association and product quality on brand loyalty and repurchase intention: a case of male consumers for cosmetic brands in South Africa. Journal of Business and Retail Management Research (JBRMR). Vol. 12 Issue 1

CNN. (2017 July 15) Rendang & Fried Rice Selected as the Most Delicious Food in the World. CNN Indonesia. Accessed from https://www.cnnindonesia.com/style-life/20170715172743-307-228130/rendang-nasi-goreng-selected-jadi-makanan-terenak-in-world-

Detikfood. (2017 July 14) These 3 Indonesian foods are on the list of the most delicious food in the world! Detikfood. Accessed from https://food.detik.com/berita-boga/d-3560069/ini-3-makanan-indonesia-which-include-list-food-the-sweet-in-world-

Ekhveh, A., & Darvishi, Z, A. (2015). The Impact of Brand Awareness on Re-purchase Intention of Customers With Trilogy of Emotions Approach . Applied mathematics in Engineering, Management and Technology, 3(4), 25-30.

Ercis. A., Unal. S., Candan. F.B., & Yildirim. H. (2012). The effect of brand satisfaction, trust and brand commitment on loyalty and repurchase intentions. Procedia - Social and Behavioral Sciences. 1395 – 1404

Esmailpour. M., Sayadi. A., & Mirzae. M. (2017). Investigating the Impact of Service Quality Dimensions on Reputation and Brand Trust. International Journal of Business and Economic Sciences Applied Research. Vol. 10, No.3, 7-17

Gecti. F., & Zengin. H. (2013). The Relationship between Brand Trust, Brand Affect, Attitudinal Loyalty and Behavioral Loyalty: A Field Study towards Sports Shoe Consumers in Turkey. International Journal of Marketing Studies. Vol. 5, No. 2

Ghozali, I. (2014). Structural Equation Modeling Metode Alternatif Dengan Partial Least Squares. Edisi 2 Penerbit UNDIP. Semarang.

Hair, Jr.J.F. Black, W. C, Babin. B.J, & Anderson, R. E. (2010). Multivariate Data Analysis : A global perspective (7th ed.) Upper Saddle River. NJ : Pearson Prentice Hall.

Ha.J., & Jang. S. (2010). Effects of service quality and food quality: The moderating role of atmospherics in an ethnic restaurant segment. International Journal of Hospitality Management. 520–529

Hanaysha. J. (2016). Testing The Effects Of Food Quality, Price Fairness, And Physical Environment On Customer Satisfaction In Fast Food Restaurant Industry. Asian Economic and Social Society. Volume 6, Issue 2, 2016, pp. 31-40

Han.S.H., Nguyen. B., & Lee. T.J. (2015). Consumer-based chain restaurant brand equity, brand reputation, and brand trust. International Journal of Hospitality Management.84–93

Hartono, J., & Abdillah, W. (2015). Partial Least Square (PLS). Andi Publisher. Yogyakarta.

Hendrawan. D., Nugroho. D., A. (2016). The relationship between brand awareness, brand reputation, and brand trust in local chain-based restaurants in Malang. Journal of management application. Vol.14 No.3

Islam.T., Attiq. S., Hameed. Z., Khokhar. M. N., & Sheikh. Z. (2018). The impact of self-congruity (symbolic and functional) on the brand hate. British Food Journal

Javanshir. H., & Soeini. R.A. (2018). Determining The Factors Affecting Brand Equity in A Development Organization Through Survey. International Journal of Applied Research in Management and Economics. ISSN 2538-8053

Kabadayi,E,T., & Alan,A,K. (2012). Brand trust and brand affect: their strategic importance on brand loyalty. Journal of Global Strategic Management. Vol. 6 , No. 1

Kazemi,A.,Hosseini,S,Y.,&Moradi,M. (2013). An Analysis of Influential Factors of Brand Equity and Its Impact on Consumer Buying Decision-The Selected Branches of Mellat Bank in Bushehr City as Case Study. International Journal of Academic Research in Business and Social Sciences November 2013, Vol. 3, No. 11

Kim. E. J., Kim. S. H., & Lee. Y. K. (2019). The effects of brand hearsay on brand trust and brand attitudes. Journal Of Hospitality Marketing & Management. https://doi.org/10.1080/19368623.2019.1567431

Klipfel,J,A,L., Barclay,A,C., & Bockorny,K,M. (2014). Self-Congruity: A Determinant of Brand Personality. Journal of Marketing Development and Competitiveness.Vol. 8(3)

Lu, A,C,H., Gursoy, D., & Lu,C,Y. (2015). Authenticity perceptions, brand equity and brand choice intention : The case of ethnic restaurants. International Journal of Hospitality Management. 36–45

Mahjoub.H., Kordnaeij. A., & Moayad. F.M. (2015). The Effect of Self-Congruency on Customer Behavior and Involvement. International Journal of Marketing Studies. Vol.7, No.3

Majid. E., Zahra. M., & Azada. E. (2016). Effect Of Dimensions Of Service Quality On The Brand Equity In The Fast Food Industry. Studies in Business and Economics. No.11 https://www.researchgate.net/publication/312870226

Malhotra, Naresh K. (2009). Marketing Research Applied approach. PT. Index: Jakarta.

Marlina,Y. (2019,Mei). Personal Interview.

Marketing. (August 27, 2012). Kevin Keller - What is Brand Equity? What are the benefits of having brand equity? Marketing.co.id. Accessed from: https://marketing.co.id/kevin-keller-apakah-brand-equity-apa-saja-pain-have-brand-equity-2/

MetroAndalas. (2019 January 30) Responsible for Sate KMS Padang. Andalas Metro. Accessed from https://www.metroandalas.co.id/berita-certifier-sate-kms-padang-t discovery-sate-diduga-berdaging-babi-bukan-grup-kami.html

Phung, M.T., Ly. M.T., & T.T. (2019). The effect of authenticity perceptions and brand equity on brand choice intention. Journal of Business Research. 726–736

Raconter. (2015). Brand and Reputation. Indipendent publication by Raconter. Accessed from : http://www.raconteur.net/wp-content/uploads/2015/06/Brand-and-Reputation.pdf

Ramzan. I., & Ahmad. N. (2018). Factors of Restaurant Brand Equity and Their Impact on Brand Reputation. Journal of Marketing and Consumer Research. ISSN 2422-8451. Vol.46

Sekaran, U., & Bougie, R. (2015). Research Methods for Business. Italy: Printer Trento Srl.

Setyawan A,A., Kussudiyarsana., & Imronudin. (2015). Brand trust and brand loyalty, an empirical study in indonesia consumers. British Journal of Marketing Studies. Vol.4, No.3, pp.37-47

Shojaee, S, & Azman, A. B. (2013). An Evaluation of Factors Affecting Brand Awareness in the Context of Social Media in Malaysia. Asian Social Science. Vol. 9, No.17. E-ISSN 1911-2025

Shujaat. S., Haroon. S., Tahir. I., & Zaman. H. (2018). Brand-Self Congruence and Brand Preference : A Study on Mobile Phone Users. The Business and Management Review. Volume 10, Number 1

Silveira, C, D., Lages, C., & Simoes, C.(2011). Reconceptualizing brand identity in a dynamic environment. Journal of Business Research. Vol. 66, no. 1, pp. 28-36

Triton, P. B. (2006). Getting to Know E-Commerce and Business in the Cyber World. Yogyakarta: Argo.

Upamannyu.N.K., & Mathur. G. (2012). Effect Of Brand Trust, Brand Affect And Brand Image On Customer Brand Loyalty And Consumer Brand Extension Attitude In Fmcg Sector. PRiMa: Practices and Research in Marketing. Volume 3 Issue 2

Upamannyu. N. K., Gulati. C., & Mathur. G. (2014). Effect Of Brand Trust, Brand Image On Customer Brand Loyalty In Fmcg Sector At Gwalior Region. Volume. Scholars world-irmjcr. II, Issue II

Vries, D, S., Gensler, S., & Leeflang, P,S,H. (2012). Popularity of Brand Posts on Brand Fan Pages: An Investigation of theEffects of Social Media Marketing. Journal of Interactive Marketing. Vol. 26, no. 2, pp. 83-91



DOI: https://doi.org/10.22202/economica.2020.v8.i2.3641



Refbacks

  • There are currently no refbacks.


Economica: Jurnal Program Studi Pendidikan Ekonomi STKIP PGRI Sumatera Barat  has been covered by the following services:

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

 

 

Publish by STKIP PGRI Sumatera Barat


Statistik Economica: Jurnal Program Studi Pendidikan Ekonomi STKIP PGRI Sumatera Barat