Analysis of Brand Image and Online Consumer Reviews on Consumer Loyalty

Authors

  • Lisnawati Lisnawati Lisnawati Muhammadiyah Sukabumi University
  • Asep Muhamad Ramdan Muhammadiyah Sukabumi University
  • Dicky Jhoansyah Jhoansyah Muhammadiyah Sukabumi University

DOI:

https://doi.org/10.29103/e-mabis.v22i1.644

Keywords:

Brand image, online consumer review, consumer loyalty

Abstract

This study aims to determine the effect of the brand image variable (X1) and online consumer review on consumer loyalty (Y). The method used in this research is descriptive and associative methods using a quantitative approach, the sample used is 150 respondents to consumers of Nature Republic Aloe Vera 92% Soothing Gel in Sukabumi City which are distributed using googlefrom, and using probability sampling techniques using probability sampling. random sampling. The data analysis technique used is the multiple linear analysis technique, the T test and the F test. The results of this study indicate that the brand image variable (X1) has a positive and significant effect on the consumer loyalty variable (Y) and the online consumer review variable (X2) also has a positive and significant effect on the consumer loyalty variable (Y). The coefficient of determination test results showed a value of 0.516 which can be interpreted as the percentage of variables X1 and X2 which have a value of 51.6% and the remaining 48.4% which is influenced by other factors not examined in this study.

References

Angkiriwang, D. I., Susanto, K. C., & Thio, S. (2018). Pengaruh Ulasan Online di Tripadvisor Terhadap Minat Menginap Generasi Milenial di Surabaya. Jurnal Hospitality Dan Manajemen Jasa, 6(2010), 452–468.

Aryatilandi, S., Ramdan, A. M., & Surnarya, E. (2020). Analisis Word of Mouth dan Brand Image Terhadap Keputusan Pembelian Smartphone di Kota Sukabumi. Jurnal Manajemen Dan Bisnis Dewantara, 3, 54–65.

Auliya, Z. F., Umam, M. R. K., & Prastiwi, S. K. (2017). Online Costumer Reviews ( OTRs ) dan Rating : Kekuatan Baru pada Pemasaran Online di Indonesia. Jurnal EBBANK, 8(1), 89–98.

Biron, B. (2019). Beauty Has Blown Up To Be A $532 Billion Industry - And Analysts Say That These 4 Trends Will Make It Even Bigger. Www.Businessinsider.Sg.

Cahyono, E. (2018). Pengaruh Citra Merek, Harga dan Promosi Terhadap Keputusan Pembelian Handphone Merek Oppo Di Sleman Daerah Istimewa Yogyakarta. JBMA, V(1), 61–75.

Fajarta, C. R. (2020). BPOM: Nilai Temuan Kosmetik Ilegal Meningkat Drastis. Beritasatu.Com.

Ganyang, M. T. (2019). Pembentukan Loyalitas Pelanggan Melalui Citra merek dan Kualitas Produk. Jurnal Riset Manajemen Dan Bisnis, 4, 781–790.

Kamila, K. T., Suharyono, & Nuralam, I. P. (2019). Pengaruh Online Consumer Review Terhadap Keputusan Pembelian. Jurnal Administrasi Bisnis (JAB), 72(1), 202–211.

Kanitra, A. R. (2018). Pengaruh Country of Origin dan Online Consumer Review Terhadap Trust dan Keputusan Pembelian. Jurnal Administrasi Bisnis (JAB), 61(1), 64–73.

Kotler, P., & Keller, kevin lane. (2016). Marketing Management (S. Wall (ed.); 15th ed.). pearson education, inc.

Marie, A. L., & Widodo, R. E. (2019). Pengaruh Online Reciews Terhadap Online Hotel Booking Intentions, Study kasus pada Traveloka. Jurnal Ilmiah Pariwisata, 24(3), 194–207.

Naturerepublic. (2020). Nature Republic. Brand.Naturerepublic.Com.

Octaviany, A., Norisanti, N., & Jhoansyah, D. (2019). Determinasi Brand Trust Terhadap Brand Loyality pada House of KAGE Sukabumi. Journal of Economic, Business and Accounting, 3.

Pirdaus, A., Danial, R. deni M., & Ramdan, A. M. (2020). Analisis Efek Komunitas dan Electronic Word Of Mouth Terhadap Brand Switching Produk Xiaomi Pocophone ke Oppo F9 di RNY Communicatin Kota Sukabumi. Journal of Management and Bussines, 2, 1–8. https://doi.org/https://doi.org/10.315339/jomb.v2il.1220

Putri, B. rahayu tanama. (2017). Manajemen Pemasaran.

Ramadhan, M. A. F. (2019). Pengaruh Citra Merek, Kepercayaan, dan Komitmen Terhadap Loyalitas Pelanggan Aplikasi Transportasi Online GOJEK di Kota Malang. Jurnal Ilmu Manajemen, 4(September), 153–169.

Ramdan, A. M., Rahayu, A., Hurriyati, R., & Sultan, M. A. (2020). The Role of Brand Equity in Making Decisions to Choose Higher Education for New Middle - Class Students. Management Science Letters, 25–27.

Ramdan, A. M., Rahayu, A., Wibowo, L. A., & Dirgantari, P. D. (2020). The Effect of Uniqeness and Student’s Experience in Improving University Image : Empirical Study at Private Universities in Indonesia. Management Science Letters, 357–364. https://doi.org/10.5267/j.msl.2020.9.034

Reza, M., Siregar, S., & Marliyah. (2020). Analisis Loyalitas Konsumen Muslim Terhadap Starbucks Coffee Pasca Dukungan Starbucks Terhadap Lgbt. Jurnal Ekonomi Islam, 5, 1–21.

Rizaldi, M. L., & Hardini, R. (2018). Pengaruh Kualitas Pelayanan, Brand Image dan Customer Relationship Managementterhadap Loyalitas Pelanggan Indomaret Kelurahan Padurenan, Bekasi Timur. Jurnal Ilmu Manajemen, 14(2), 77–94.

Shahbandeh, M. (2020). Growth Rate of The Global Cosmetics Market 2004 to 2019. Www.Statista.Com.

sudaryono. (2016). Manajemen Pemasaran Teori dan Implikasi. C.V ANDI OFFSET.

Tangguh, G. G., Pangestuti, E., & Nuralam, I. P. (2018). Pengaruh Citra Merek, Kualitas Layanan dan Harga Terhadap Kepuasan Pelanggan Go-Ride (Survei pada Mahasiswa Fakultas Ilmu Administrasi Universitas Brawijaya Angkatan 2016/2017 dan 2017/2018). Jurnal Administrasi Bisnis, 61(2), 118–126.

Tomida, M., & Satrio, B. (2016). Pengaruh harga dan Citra Merek Terhadap Loyalitas Pelanggan Produk Footwear Yongki Komaladi. Jurnal Ilmu Dan Riset Manajemen, 5.

Widyawati, N. (2006). Pengaruh Kepercayaan dan Komitmen Serta Bauran Pemasaran Jasa Terhadap Loyalitas Konsumen Di Hotel Zakiah Medan. Jurnal Ekuitas, 12(55), 74–96.

Downloads

Published

2021-07-13

Issue

Vol. 22 No. 1 (2021): Volume 22, Nomor 1, April 2021

Section

Articles

License

Authors who publish with this journal agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  2. 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 acknowledgement of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).