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Licen Indahwati Darsono
Universitas Katolik Widya Mandala
Economics, Econometrics & Finance

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KONTRIBUSI INVOLVEMENT DAN TRUST IN A BRAND DALAM MEMBANGUN LOYALITAS PELANGGAN Licen Indahwati Darsono; Basu Swastha Dharmmesta
Journal of Indonesian Economy and Business (JIEB) Vol 20, No 3 (2005): July
Publisher : Faculty of Economics and Business, Universitas Gadjah Mada

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22146/jieb.6576

Abstract

Customer loyalty is the most valuable asset for the company. Many researchs found thatcustomer loyalty had a positive effect on company’s profitability. The purpose of thisresearch is to investigate involvement and trust in a brand (as cognitive and conativeantecedent of loyalty) contribution to building loyalty. The object of this research is facialwhitening product, and the subjects are women. Survey has been done in two centrallocations in Yogyakarta.This research found that involvement and trust in a brand has a positive effect onrelative 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 strongsupport about relative attitude’s role as a mediator of involvement-repeat patronagerelationships and trust in a brand-repeat patronage relationships. Therefore, involvementand 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
Co-Authors Basu Swastha Dharmmesta