PENGARUH DIMENSI-DIMENSI NILAI YANG DIPERSEPSIKAN, KEPUASAN, KETERLIBATAN, DAN KEPERCAYAAN MEREK PADA LOYALITAS MEREK

Abstract

Loyal customers is a primary goal of marketing by the company. There Inconsistencies theory in previous studies. purpose of this study is to examine the effect of perceived value dimensions (functional value, emotional value, price worthiness, and social value), satisfaction, involvement, and brand trust to brand loyalty. Also, test the mediating role of satisfaction in dimensions of perceived value to brand loyalty. Therefore, research was conducted, the title is Customers Loyalty is a primary goal of marketing by the company. Accordingly, research was conducted, the title is The Influence of perceived value dimensions, satisfaction, involvement, and brand trust on brand loyalty. Research Design is descriptive, technique of collecting data through surveys, tools of data collection is questionnaire with a Likert's scale data measurement. Respondents in this study are owners and users of branded laptops. sampling technique used non-probability sampling, namely purposive sampling. Technique of testing instrument validity using factor analysis, while testing the instrument reliability using Cronbach alpha. Tools for data analysis is multiple regression. The findings in this study there is positive effect of the functional value, emotional value, social value, satisfaction and brand trust on brand loyalty. But, there is no effect of price worthiness and involvement on brand loyalty. Additional results of this research there are influence of functional value, emotional value, price worthiness, and social value on satisfaction. Proved, the partial mediating role satisfaction variables toward the influence of functional values and social values on brand loyalty. There is also a full mediating role of satisfaction variables toward influence of emotional value and price worthiness on brandloyalty.