Pengaruh Prestise Merek Dan Kepercayaan Merek Terhadap Harga Premium: Peran Cinta Merek Sebagai Variabel Pemoderasi

Main Article Content

Aditya Pandowo

Abstract

Tujuan penelitian adalah untuk mengeksplorasi pengaruh prestise merek dan kepercayaan merek terhadap cinta merek dan harga premium. Pelanggan yang memegang merek bergengsi sangat dipercaya bahwa merek tersebut akan meningkatkan nilai-nilai mereka. Selanjutnya, ketika mereka mempercayai merek, mereka menjadi tergantung dan mencintai merek sepanjang waktu. Ketika pelanggan menyukai merek, mereka ingin membeli merek bahkan dengan biaya tinggi. 165 peserta diambil dengan metode purposive sampling. Responden adalah penonton hedonis muda di sinema premium. Moderated Regression Analysis digunakan untuk menguji hubungan antar konstruk. Hasilnya menunjukkan bahwa prestise merek dapat memprediksi cinta merek dan harga premium secara signifikan. Selain itu, kepercayaan merek berdampak pada cinta merek dan harga premium namun tidak signifikan. Hal yang sama dijumpai pada hubungan antara cinta merek dan harga premium. Temuan lainnya adalah peran moderasi murni dari cinta merek.

Article Details

How to Cite
Pandowo, A. (2019). Pengaruh Prestise Merek Dan Kepercayaan Merek Terhadap Harga Premium: Peran Cinta Merek Sebagai Variabel Pemoderasi. Jurnal Manajemen Dan Keuangan, 8(2), 204-220. https://doi.org/10.33059/jmk.v8i2.1566
Section
Articles

References

Albert, N., Merunka, D., & Valette-florence, P. (2008). When consumers love their brands : Exploring the concept and its dimensions. Journal of Business Research, 61, 1062–1075. https://doi.org/10.1016/j.jbusres.2007.09.014
Albert, N., & Merunka, D. (2013). The role of brand love in consumer-brand relationships. Journal of Consumer Marketing, 30(3), 258–267. https://doi.org/10.1108/07363761311328928
Bearden, W. O., & Etzel, M. J. (1982). Reference group influence on product and brand purchase decisions. Journal of Consumer Research, 9(2), 183. https://doi.org/10.1086/208911
Belén del Rio, A., Vázquez, R., & Iglesias, V. (2001). The effects of brand associations on consumer. Journal of Consumer Marketing, 18(5), 410–425. https://doi.org/10.1108/07363760110398808
Belk, R. W., Ger, G., & Askegaard, S. (2003). The dire of desire: A multisited inquiry into Consumer Passion. Journal of Consumer Research, 30(December), 326–357. https://doi.org/10.2139/ssrn.354640
Belk, R. W. (2004). Men and their machines. Advances in Consumer Research, 31, 273–278.
Bizman, A., & Yinon, Y. (2002). Engaging in distancing tactics among sport fans: Effects on self-esteem and emotional responses. The Journal of Social Psychology, 142(3), 381–392. https://doi.org/10.1080/00224540209603906
Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79–89. https://doi.org/10.1007/s11002-006-4219-2
Molinari, L. K., Abratt, R., & Dion, P. (2008). Satisfaction, quality and value and effects on repurchase and positive word-of-mouth behavioral intentions in a B2B services context. Journal of Services Marketing, 22(5), 363–373. https://doi.org/10.1108/08876040810889139
Chiu, C.-M., Huang, H.-Y., & Yen, C.-H. (2010). Antecedents of trust in online auctions. Electronic Commerce Research and Applications, 9(2), 148–159. https://doi.org/https://doi.org/10.1016/j.elerap.2009.04.003
Chinomona, R. (2013). The influence of brand experience on brand satisfaction, trust and attachment in South Africa. International Business & Economics Research Journal, 12(10), 1303–1316. https://doi.org/10.19030/iber.v12i10.8138
Delgado‐Ballester, E., & Munuera‐Alemán, J. L. (2001). Brand trust in the context of consumer loyalty. European Journal of Marketing, 35(11/12), 1238–1258. https://doi.org/10.1108/EUM0000000006475
Dubois, B., & Czellar, S. (2002). Report prestige brands or luxury brands? An exploratory inquiry on consumer perceptions. In Marketing in a Changing World: Scope, Opportunities and Challenges: Proceedings of the 31st EMAC Conference (pp. 1–10). University of Minho, Portugal.
Erciş, A., Ünal, S., Candan, F. B., & Yıldırım, H. (2012). The effect of brand satisfaction, trust and brand commitment on loyalty and repurchase intentions. Procedia-Social and Behavioral Sciences, 58, 1395–1404. https://doi.org/10.1016/j.sbspro.2012.09.1124
Erdoǧmuş, I., & Büdeyri-Turan, I. (2012). The role of personality congruence, perceived quality and prestige on ready-to-wear brand loyalty. Journal of Fashion Marketing and Management, 16(4), 399–417. https://doi.org/10.1108/13612021211265818
Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24(4), 343–353. https://doi.org/10.1086/209515
Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58(2), 1–19. https://doi.org/10.2307/1252265
Hess, J. S., Singh, J., Metcalf, L. E., & Danes, J. (2014). The impact of consumer product package quality on consumption satisfaction, brand perceptions, consumer investment and behavior. Journal of Applied Packaging Research, 6(1), 23–41. https://doi.org/10.14448/japr.01.0003
Kwak, L. E., & Sojka, J. Z. (2010). If they could see me now: Immigrants’ use of prestige brands to convey status. Journal of Consumer Marketing, 27(4), 371–380. https://doi.org/10.1108/07363761011052404
Louis, D., & Lombart, C. (2010). Impact of brand personality on three major relational consequences (trust, attachment and commitment to the brand): Case study of nestle nutrition company in Tehran, Iran. Journal of Product & Brand Management, 19(2), 114–130. https://doi.org/10.1108/10610421011033467
Molinari, L. K., Abratt, R., & Dion, P. (2008). Satisfaction, quality and value and effects on repurchase and positive word-of-mouth behavioral intentions in a B2B services context. Journal of Services Marketing, 22(5), 363–373. https://doi.org/10.1108/08876040810889139
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust: Theory of relationship marketing. Journal of Marketing, 58(July), 20–38. https://doi.org/10.1177/002224299405800302
Netemeyer, R. G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D., … Wirth, F. (2004). Developing and validating measures of facets of customer-based brand equity. Journal of Business Research, 57(2), 209–224. https://doi.org/10.1016/S0148-2963(01)00303-4
Prince, M., & Davies, M. A. (2009). A latent class analysis of brand prestige. Model Assisted Statistics and Applications, 4(3), 171–180. https://doi.org/10.3233/MAS-2009-0122
Pritchard, M. P., Havitz, M. E., & Howard, D. R. (1999). Analyzing the commitment-loyalty link in service contexts. Journal of the Academy of Marketing Science, 27(3), 333–348. https://doi.org/10.1177/0092070399273004
Rodrigues, P., & Reis, R. (2013). The influence of “Brand Love” in consumer behavior – The case of Zara and Modalfa brands. In Proceedings of 22nd International Business Research Conference (pp. 1–9).
Sharma, N., & Patterson, P. G. (2000). Switching costs, alternative attractiveness and experience as moderators of relationship commitment in professional, consumer services. International Journal of Service Industry Management, 11(5), 470–490. https://doi.org/10.1108/09564230010360182
Schau, H. J., Muñiz Jr, A. M., & Arnould, E. J. (2009). How brand community practices create value. Journal of Marketing, 73(September), 30–51. https://doi.org/10.1509/jmkg.73.5.30
Steenkamp, J.-B. E. M., Batra, R., & Alden, D. L. (2003). How perceived brand globalness creates brand value. Journal of International Business Studies, 34(1), 53–65. https://doi.org/10.1057/palgrave.jibs.8400002
Suh, B., & Han, I. (2003). The impact of customer trust and perception of security control on the acceptance of electronic commerce. International Journal of Electronic Commerce, 7(3), 135–161. https://doi.org/10.1080/10864415.2003.11044270
Sutikno, B. (2011). Does consumers’ brand identification matter: The mediating roles of brand loyalty. International Journal of Interdisciplinary Social Sciences, 6(3), 319–331. https://doi.org/10.18848/1833-1882/CGP/v06i03/51695
Thomson, M., MacInnis, D. J., & Park, C. W. (2005). The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands. Journal of Consumer Psychology, 15(1), 77–91. https://doi.org/https://doi.org/10.1207/s15327663jcp1501_10
Truong, Y., McColl, R., & Kitchen, P. J. (2009). New luxury brand positioning and the emergence of masstige brands. Journal of Brand Management, 16(5–6), 375–382. https://doi.org/10.1057/bm.2009.1
Vigneron, F., & Johnson, L. W. (1999). A review and a conceptual framework of prestige-seeking consumer behavior. Academy of Marketing Science, 1999(1), 1–17.

DB Error: Unknown column 'Array' in 'where clause'