KONTRIBUSI INVOLVEMENT DAN TRUST IN A BRAND DALAM MEMBANGUN LOYALITAS PELANGGAN

https://doi.org/10.22146/jieb.6576

Licen Indahwati Darsono(1*), Basu Swastha Dharmmesta(2)

(1) Universitas Katolik Widya Mandala
(2) Universitas Gadjah Mada
(*) Corresponding Author

Abstract


Customer loyalty is the most valuable asset for the company. Many researchs found that
customer loyalty had a positive effect on company’s profitability. The purpose of this
research is to investigate involvement and trust in a brand (as cognitive and conative
antecedent of loyalty) contribution to building loyalty. The object of this research is facial
whitening product, and the subjects are women. Survey has been done in two central
locations in Yogyakarta.
This research found that involvement and trust in a brand has a positive effect on
relative attitude as attitudinal dimension of loyalty, relative attitude has a positive effect on repeat patronage as behavioral dimension of loyalty. This research also found a strong
support about relative attitude’s role as a mediator of involvement-repeat patronage
relationships and trust in a brand-repeat patronage relationships. Therefore, involvement
and trust in a brand are mediated by relative attitude to contribute to bulding loyalty.

Key words: involvement, trust in a brand, relative attitude, repeat patronage





DOI: https://doi.org/10.22146/jieb.6576

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