LOYALITAS PELANGGAN: SEBUAH KAJIAN KONSEPTUAL SEBAGAI PANDUAN BAGI PENELITI
Basu Swastha Dharmmesta(1*)
(1) Universitas Gadjah Mada
(*) Corresponding Author
Abstract
Customer loyalty of a specific brand, also called brand loyalty, is expected to
get more academic attention from scholars to investigate. This article describes and
analyses the concept of brand loyalty to the extent to which attitudinal and
behavioural approaches and structures become the loyalty domain. The structure of
loyalty shows elements comprising cognition, affect, conation, and action. These
elements reflect loyalty categories. Techniques of loyalty measurement such as brand
choice sequence, proportion of purchase, brand preference, brand commitment,
loyalty scale, and acceptance/rejection ratio are also elaborated. Customer
satisfaction is not disregarded in the analysis since it closely relates to the concept of
brand loyalty.
Keywords
Full Text:
PDFReferences
Aaker, D. A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press.
Ajzen, I. (1987), "Attitudes, Traits, and Actios: Dispositional Prediction of Behavior in Personality and Social Psychology," in L. Berkowitz (Ed.), Advances in Experimental Social Psychology, Vol. 20, San Diego, CA: Academic Press, Inc, pp. 1-63.
Ajzen I. (1988), Attitudes, Personality, and Behavior. Milton Keynes, UK: Open University Press.
Ajzen, I. and M. Fishbein (1980), Understanding Attitudes and Predicting Social Behavior. Englewood Cliffs, N J: Prentice-Hall, Inc.
Assael, H. (1995), Consumer Behavior and Marketing Action, 5th ed. Cincinnati, OH: South-Western College Publishing.
Bagozzi, R. P; H. Baumgartner; and Y. Yi (1992), "State versus Action Orientation and the Theory of Reasoned Action: An Application to Coupon Usage," Journal of Consumer Research, Vol 18 (March), pp. 505-518.
Bagozzi, R. P. and P. R. Warshaw (1990), "Trying to Consume," Journal of Consumer Research, Vol. 17 (September), pp. 127-140.
Beatty, S. E; L. R. Kahle; and P. Homer (1988), "The Involvement Commitment Model: Theory and Implications," Journal of Business Research, Vol. 16, No. 2, pp. 149-167.
Belk, R. W. (1975), "Situational Variables and Consumer Behavior," Journal of Consumer Research, Vol 2, No. 2, pp. 157-167.
Boulding, W; A. Klra; R. Staelin; and V. A. Zeithaml (1993), "A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions," Journal of Marketing Research, Vol. 30 (February), pp. 7-27.
Crosby, L. A. and J. R. Taylor (1983), "Psychological Commitment and Its Effects on Post-Decision Evaluation and Preference Stabilitry among Voters," Journal of Consumer Research, Vol 9 (March), pp. 413-431.
Day, G. S. (1969), "A Two-Dimentional Concept of Brand Loyalty," Journal of Advertising Research, Vol. 9 (September), pp. 29-35.
Dharmmesta, B. S. (1992), "Riset tentang Minat dan Perilaku Konsumen: Sebuah Catatan dan Tantangan bagi Peneliti yang Mengacu pada 'Theory of Reasoned Action,'" Jurnal Ekonomi dan Bisnis Indonesia, Vol. VII, No. 1, h. 39-53.
Dharmmesta, B. S. (19.97), "Keputusan-kepu-tusan Stratejik untuk Mengeksplorasi Sikap dan Perilaku Konsumen," Jurnal Ekonomi dan Bisnis Indonesia, Vol. 12, No. 3,h. 1-17.
Dharmmesta, B. S. (1998), "Theory of Planned Behaviour dalam Penelitian Sikap, Niat, dan Perilaku Konsumen," KELOLA Gadjah Mada University Business Review, Vol VII, No. 18, h. 85-103.
Dick, A. S. and K. Basu (1994), "Customer Loyalty: Toward an Integrated Conceptual Framework," Journal of the Academy of Marketing Science, Vol 22, No. 2 (Spring), 99-113.
Fishbein, M. and I. Ajzen (1975), Belief, Attitude, Intention and Behavior. Reading, MA: Addison-Wesley.
Foxall, G. (1997), Marketing Psychology: The Paradigm in the Wings. London: Macmillan Press Ltd.
Foxall, G. and R. Goldsmith (1994), Consumer Psychology for Marketing. London: Routledge
Guest, L. (1964), "Brand Loyalty Revisited: A Twenty Year Report," Journal of Applied Psychology, Vol. 48 (April), pp. 93-97.
Hoyer, W. D. and D. J. Maclnnis (1997), Consumer Behavior. Boston, MA: Houghton Mifflin Co.
Jacoby, J. and D. E. Kryner (1973), "Brand Loyalty vs. Repeat Purchasing Behavior," Journal of Marketing Research, Vol. 10 (February), pp. 1-9.
Jacoby, J. and J. C. Olson (1970), "An Attitudinal Model of Brand Loyalty: Conceptual Underpinnings and Instrumentation Research," Purdue Papers in Consumer Psychology, Vol 159. Purdue University.
Jacoby, J. and R. W. Chestnut (1978), Brand Loyalty: Measurement and Management. New York: John Wiley and Sons.
Johnson, M. D; E. W. Anderson; and C. Fornell (1995), "Rational and Adaptive Performance Expectations in a Customer Satisfaction Framework," Journal of Consumer Research, Vol. 21 (March). Pp. 695-707.
Kotler, P. (1997), Marketing Management-Analysis, Planning, Implementation, and Control, 9th ed. Upper Saddle River, NJ: Prentice-Hall, Inc.
Lutz, R. J. (1991), "The Role of Attitude Theory in Marketing," Perspectives in Consumer Behavior, 4th ed. Englewood Cliffs, NJ: Prentice-Hall, Inc.
Marconi, J. (1994), Beyond Branding: How Savvy Marketers Build Brand Equity to Create Products and Open New Markets. Kuala Lumpur: S. Abdul Majeed & Co.
Martin, C. L. and P. W. Goodell (1991), "Historical, Descriptive, and Strategic Perspectives on the Construct of Product Commitment," European Journal of Marketing, Vol. 25, pp. 53-60.
Mowen, J. C. and M. Minor (1998), Consumer Behavior, 5* ed. Upper Saddle River, NJ: Prentice-Hall, Inc.
Pearson, S. (1996), Building Brands Directly: Creating Business Value from Customer Relationships. London: Macmillan Press Ltd.
Pratkanis, A. R; S. J; Breckler; and A. G. Greenwald (Eds.) (1989), Attitude Structure and Function. Hillsdale, NJ: Law-. rence Erlbaum Associates, Publishers.
Oliver, R: L. (1997), Satisfaction: A Behavioral Perspective on the Consumer. New York: McGraw-Hill.
Oskamp, S. (1991), Attitudes and Opinion, 2nd ed. Englewood Cliffs, NJ: Prentice Hall, Inc.
Reichheld, F. F. (1993), "Loyalty-Based Management," Harvard Business Review, Vol 71 (March-April), pp. 64-73.
Rothschild, M. (1987), "A Behavioural View of Promotion Effects on Brand Loyalty," in M. Wallendorf and P. Anderson (Eds.), Advances in Consumer Research, Vol. 14. Provo, UT: Association for Consumer Research, pp. 119-120.
Solomon, M. R. (1996), Consumer Behavior, 3rd ed. Englewood Cliffs, NJ: Prentice Hall, Inc.
Article Metrics
Abstract views : 19422
| 
views : 39092
Refbacks
- There are currently no refbacks.
Copyright (c) 2018 Journal of Indonesian Economy and Business
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
| Journal of Indonesian Economy and Business |
| The Journal of Indonesian Economy and Business (print ISSN 2085-8272; online ISSN 2338-5847) is published by the Faculty of Economics and Business Universitas Gadjah Mada, Indonesia. The content of this website is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License |
| © 2019 Journal of Indonesian Economy and Business | Visitor Statistics |