Faktor-faktor yang memperngaruhi brand loyalty pada web airasia di Surabaya

Wirawan, Angelica Anastasia (2013) Faktor-faktor yang memperngaruhi brand loyalty pada web airasia di Surabaya. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Penelitian ini ditujukan untuk mengetahui bagaimana pengaruh Quality of Information, Security/Privacy, Perceived Risk, Word of Mouth, Good Online Experience, dan Brand Name/Reputation terhadap Brand Trust konsumen web AirAsia di Surabaya, serta bagaimana pengaruh Brand Trust terhadap Brand Loyalty konsumen web AirAsia di Surabaya. Sampel yang digunakan pada penelitian ini yaitu perempuan maupun laki-laki, berdomisili di Surabaya dengan rentan usia antara 18-45 tahun yang melakukan pembelian di web AirAsia lebih dari dua kali dalam satu tahun terakhir sejumlah 145 responden. Untuk pengolahan dan penganalisaan data dalam penelitian ini yaitu dengan menggunakan Structural Equation Modeling (SEM) dengan software AMOS 16.0 sebagai software untuk mengolah data. Hasil analisis menunjukkan bahwa variabel Brand Trust memiliki pengaruh positif terhadap Brand Loyalty, dimana variabel Brand Trust sendiri dipengaruhi oleh beberapa variabel, yaitu variabel Quality of Information, Security/Privacy, Perceived Risk, Word of Mouth, Good Online Experience, dan Brand Name/Reputation. Namun variabel Perceived Risk tidak berpengaruh secara signifikan. Temuan empiris tersebut mengindikasikan bahwa variabel Brand Name/Reputation memiliki pengaruh paling besar terhadap Brand Trust dengan pengaruh sebesar 0.22, diikuti oleh variabel Security/Privacy dan Good Online Experience dengan pengaruh sebesar 0.21 dan variabel Quality of Information dengan pengaruh sebesar 0.20, kemudian variabel Word of Mouth dengan pengaruh sebesar 0.19. Sedangkan variabel Perceived Risk memiliki pengaruh positif tetapi tidak signifikan terhadap variabel Brand Trust dengan pengaruh sebesar 0.05 / Aimed to this study determine the influence of Quality of Information , Security / Privacy , Perceived Risk , Word of Mouth , Good Online Experience , and Brand Name / Brand Reputation against Brand Trust consumer web AirAsia in Surabaya , and how the influence of Brand Trust on Brand Loyalty consumer web AirAsia in Surabaya . The sample used in this research that women and men , live in Surabaya with vulnerable age between 18-45 years who make purchases on the web AirAsia more than two times in the past year. Respondent number is 145 people . For processing and analyzing the data in this study is using Structural Equation Modeling ( SEM ) with AMOS 16.0 software as the software to process the data . The analysis showed that the variable Brand Trust has a positive impact on Brand Loyalty , where variable Brand Trust itself is influenced by several variables , such as variable Quality of Information , Security / Privacy , Perceived Risk , Word of Mouth , Good Online Experience , and Brand Name / Reputation . However, Perceived Risk variable is not significant. The empirical findings indicate that the variable Brand Name / Reputation has the most influence on Brand Trust with the influence of 0.22 , followed by a variable Security / Privacy and Good Online Experience with 0.21 and variable influences Quality of Information with the influence of 0.20 , then the variable Word of Mouth with the influence of 0.19 . While the variable Perceived Risk has a positive but not significant effect on the variable Brand Trust with the influence of 0.05

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