Building customer loyalty for light steel products “Kencana Truss” in Bali
Keywords:
brand image, brand trust, customer loyalty, customer satisfaction, product qualityAbstract
The purpose of this study is to explain the effect of product quality on customer satisfaction mediated by brand image and brand trust, ultimately determining customer loyalty. The questionnaire distributed 175 copies to the users of Kencana Truss light steel in Bali Province, but valid for processing 133 copies. Data were analyzed using SEM (Structural Equation Modeling) analysis technique. The results of this study found that variable product quality, brand image, and brand trust have a significant positive effect on customer satisfaction. Customer satisfaction variables have a significant positive effect on customer loyalty. Variable brand image and brand trust, significantly mediate the effect of product quality on customer satisfaction. Similarly, customer satisfaction mediates the effect of brand image and brand trust on customer loyalty. The implications of the results of this study indicate that product quality is found as a major factor in increasing customer satisfaction which ultimately results in customer loyalty. Providers of light steel products should pay special attention to product quality, so customer satisfaction and loyalty can be maintained.
Downloads
References
Cerri, S. S., Califano, F., Jenko, F., Told, D., & Rincon, F. (2016). Subproton-scale cascades in solar wind turbulence: driven hybrid-kinetic simulations. The Astrophysical Journal Letters, 822(1), L12.
Chandio, Z. U., Qureshi, M. A., & Ahmed, S. (2015). Brand trust, customer satisfaction and brand loyalty-A cross examination. Journal of Business Strategies, 9(1), 62.
Cheung, C., Kong, H., & Song, H. (2014). How to influence hospitality employee perceptions on hotel brand performance?. International Journal of Contemporary Hospitality Management, 26(8), 1162-1178. https://doi.org/10.1108/IJCHM-02-2013-0090
Chitra, S., & Maheswari, J. (2018). Customer Satisfaction towards TVS Bharath Motors in Aundipatti. International Research Journal of Management, IT and Social Sciences, 5(2), 91-95.
Chitra, S., & Malarvizhi, M. (2018). A study on Consumer Reaction on Passenger Car Tyre Selection in Theni. International Research Journal of Management, IT and Social Sciences, 5(2), 64-68.
Daniel Clemes, M., Shu, X., & Gan, C. (2014). Mobile communications: a comprehensive hierarchical modelling approach. Asia Pacific Journal of Marketing and Logistics, 26(1), 114-146. https://doi.org/10.1108/APJML-04-2013-0040
Delgado, M. R., Locke, H. M., Stenger, V. A., & Fiez, J. A. (2003). Dorsal striatum responses to reward and punishment: effects of valence and magnitude manipulations. Cognitive, Affective, & Behavioral Neuroscience, 3(1), 27-38. https://doi.org/10.3758/CABN.3.1.27
Diab, B. (2009). Analisis Pengaruh Nilai Pelanggan Dan Citra Merek Terhadap Kepuasan Pelanggan Dalam Meningkatkan Retensi Pelanggan (Studi Kasus Pada Gies Batik Pekalongan) (Doctoral dissertation, program Pascasarjana Universitas Diponegoro).
Ghozali, I. (2005). Analisis Multivariate dengan program SPSS. Semarang: Badan Penerbit Universitas Diponegoro.
Han, J., Shao, L., Xu, D., & Shotton, J. (2013). Enhanced computer vision with microsoft kinect sensor: A review. IEEE transactions on cybernetics, 43(5), 1318-1334.
Hidayat, R. (2009). Pengaruh kualitas layanan, kualitas produk dan nilai nasabah terhadap kepuasan dan loyalitas nasabah Bank Mandiri. Jurnal Manajemen dan kewirausahaan, 11(1), 59-72.
Jaminyasa, I. M., Pulawan, I. M., Martadiani, A. M., & Amerta, I. M. S. (2017). The marketing mix affect on the consumer buying decision (case study of sausage products at PT. Aroma Denpasar). International Journal of Social Sciences and Humanities, 1(2), 65-74. https://doi.org/10.29332/ijssh.v1n2.44
Kumar Dash, C., Behera, A. K., Dehuri, S., Cho, S. B., & Wang, G. N. (2015). Towards Crafting an Improved Functional Link Artificial Neural Network Based on Differential Evolution and Feature Selection. Informatica (03505596), 39(2).
Kumar, K., Liu, J., Lu, Y. H., & Bhargava, B. (2013). A survey of computation offloading for mobile systems. Mobile Networks and Applications, 18(1), 129-140. https://doi.org/10.1007/s11036-012-0368-0
Kuncoro, M. (2009). Ekonomika indonesia: Dinamika lingkungan bisnis di tengah krisis global. UPP STIM YKPN.
Kurniawan, I. (2016). Pengaruh Brand Image terhadap Loyalitas yang Dimediasi Brand Trust pada Pengguna Smartphone. Jurnal Akademika, 14(2), 100-105.
Kurniawati, D. (2014). Pengaruh Citra Merek dan Kualitas Produk terhadap Kepuasan dan Loyalitas Pelanggan (Studi Pada Pelanggan KFC Cabang Kawi Malang). Jurnal Administrasi Bisnis, 14(2).
Lee, Y. C., Wang, Y. C., Lu, S. C., Hsieh, Y. F., Chien, C. H., Tsai, S. B., & Dong, W. (2016). An empirical research on customer satisfaction study: A consideration of different levels of performance. SpringerPlus, 5(1), 1577.
Mahalakshmi, G., & Devi, M. A. (2018). A Study on Customer Satisfaction towards in Health Drinks in Theni District. International Research Journal of Management, IT and Social Sciences, 5(2), 69-74.
Malarvizhi, J., & Devi, T. C. (2018). A Study on Customer Satisfaction towards Patanjali Products in Theni District. International Research Journal of Management, IT and Social Sciences, 5(2), 75-79.
Ming, T. T., Ismail, H. B., & Rasiah, D. (2011). Hierarchical chain of consumer-based brand equity: Review from the fast food industry. International Business & Economics Research Journal, 10(9), 67-80.
O. Pappas, I., G. Pateli, A., N. Giannakos, M., & Chrissikopoulos, V. (2014). Moderating effects of online shopping experience on customer satisfaction and repurchase intentions. International Journal of Retail & Distribution Management, 42(3), 187-204. https://doi.org/10.1108/IJRDM-03-2012-0034
Pooranam, G., & Nandhini, K. (2018). A Study on Customer Satisfaction on Commercial Banks in Theni District. International Research Journal of Management, IT and Social Sciences, 5(2), 41-46.
Riyadi, S. Suharsono.(2010). Asuhan Keprawatan Pada Anak Sakit. Yogyakarta: Gosyen Publishing.
Saidani, B., & Arifin, S. (2012). Pengaruh kualitas produk dan kualitas layanan terhadap kepuasan konsumen dan minat beli pada ranch market. JRMSI-Jurnal Riset Manajemen Sains Indonesia, 3(1), 1-22.
Šeric, M., Gil-Saura, I., & Mollá-Descals, A. (2016). Can advanced technology affect customer-based brand equity in service firms? An empirical study in upscale hotels. Journal of Service Theory and Practice, 26(1), 2-27. https://doi.org/10.1108/JSTP-10-2014-0239
Šerić, M., Gil-Saura, I., & Ruiz-Molina, M. E. (2014). How can integrated marketing communications and advanced technology influence the creation of customer-based brand equity? Evidence from the hospitality industry. International Journal of Hospitality Management, 39, 144-156. https://doi.org/10.1016/j.ijhm.2014.02.008
Setiadi, N. J. (2003). Perilaku konsumen: Konsep dan implikasi untuk strategi dan penelitian pemasaran. Jakarta: Prenada Media.
Shih-Tse Wang, E., & Tsai, B. K. (2014). Consumer response to retail performance of organic food retailers. British Food Journal, 116(2), 212-227. https://doi.org/10.1108/BFJ-05-2012-0123
Wang, C. Y., & Wu, L. W. (2012). Customer loyalty and the role of relationship length. Managing Service Quality: An International Journal, 22(1), 58-74. https://doi.org/10.1108/09604521211198119
Wang, W. R., Wang, W. L., Wang, S. C., Tsai, Y. C., Lai, C. H., & Yeh, J. W. (2012). Effects of Al addition on the microstructure and mechanical property of AlxCoCrFeNi high-entropy alloys. Intermetallics, 26, 44-51. https://doi.org/10.1016/j.intermet.2012.03.005
Published
How to Cite
Issue
Section
Articles published in the International Research Journal of Management, IT and Social sciences (IRJMIS) are available under Creative Commons Attribution Non-Commercial No Derivatives Licence (CC BY-NC-ND 4.0). Authors retain copyright in their work and grant IRJMIS right of first publication under CC BY-NC-ND 4.0. Users have the right to read, download, copy, distribute, print, search, or link to the full texts of articles in this journal, and to use them for any other lawful purpose.
Articles published in IRJMIS can be copied, communicated and shared in their published form for non-commercial purposes provided full attribution is given to the author and the journal. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
This copyright notice applies to articles published in IRJMIS volumes 7 onwards. Please read about the copyright notices for previous volumes under Journal History.
