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All Journal Riset: Jurnal Aplikasi Ekonomi Akuntansi dan Bisnis Riset: Jurnal Aplikasi Ekonomi Akuntansi dan Bisnis
Budi Setiawan
STIE Kesatuan
Economics, Econometrics & Finance Social Sciences

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THE ROLE OF BRAND RELIABILITY AND BRAND INTENTION IN MEDIATING THE RELATIONSHIP BETWEEN CUSTOMER SATISFACTION AND BRAND LOYALTY Budi Setiawan; Ellisya Patricia
Riset: Jurnal Aplikasi Ekonomi Akuntansi dan Bisnis Vol 4 No 1 (2022): RISET : Jurnal Aplikasi Ekonomi Akuntansi dan Bisnis
Publisher : Kesatuan Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/riset.v4i1.145

Abstract

This study aims to fill the research gap regarding the role of brand reliability and brand intention in mediating the relationship between overall customer satisfaction on brand loyalty. The research context is on bottled drinking water customers who already know the brand name and have consumed products from the bottled drinking water brand name. The sampling technique used a non-probability sampling approach, namely purposive sampling. The sample size is 120 respondents by following the general rules of factor analysis. The study results revealed that brand intention has an essential role in mediating the effect of overall customer satisfaction on brand loyalty. Unfortunately, there is no data support regarding the mediating role of brand reliability.
Pengaruh Iklan dan Endorser terhadap Brand Awareness serta Dampaknya pada Keputusan Pembelian Budi Setiawan; Celia Celesta Rabuani
Riset: Jurnal Aplikasi Ekonomi Akuntansi dan Bisnis Vol 1 No 1 (2019): RISET : Jurnal Aplikasi Ekonomi Akuntansi dan Bisnis
Publisher : Kesatuan Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35212/277621

Abstract

The aim of this research is to analyze the influence of brand and endorser to brand awareness and its impact to purchase decision. The authors try to fulfill the research gap that exist, i.e. combining the brand and endorser in order to predict the brand awareness, that in our best knowledge still has less attention from researchers. Research samples a number of 100 respondents, were selected through non-random sampling technique, i.e. purposive sampling. Survey method was selected with questionnaire as a tool to gain primary data. Based on the path analysis results that has ben conduct, it’s revealed two sub-structure path equation Y = 0,585X1 + 0,229X2 and Z = 0,237X1 + 0,108X2 + 0,510Y. Both brand and endorser, it’s significantly proven influencing of the brand awareness. The consumer purchase decision significantly formed by the brand awareness as the antecedent that formed by brand and endorser. This research revealed a gap that need to be revised in the next research. Endorser failed to become antecedent of consumer purchase decision. So it will be need a better measurement, to make sure that consumer purchase decision were also can be formed by endorser.
Co-Authors Celia Celesta Rabuani Ellisya Patricia