The impact of e-brand experience on e-brand loyalty mediated e-brand love and e-brand trust
A study on Go-Pay users in Go-Jek application in Malang City
Keywords:E-brand, e- brand loyalty, e-brand trust, e- brand love
This study aims to examine the problem of the effect of e-brand experience on e-brand loyalty that mediated by e-brand love and e-brand trust (a study of go-pay users in the Go-Jek application in Malang). This research used one independent variable that is e-brand experience, the variable e-brand trust and e-brand love as a mediating variable, and the variable e-brand loyalty as the dependent variable. This research uses non-probability purposive sampling. The population in this research was all Go-Pay users in the Go-Jek application in Malang City. The sample is 130 respondents based on the specified criteria. Analysis of research data using SEM PLS. Based on the analysis conducted in this research show that e-brand experience did not have a significant effect on e-brand loyalty directly, whereas if it mediated by e-brand trust and e-brand love so the relationship between e-brand experience and e-brand loyalty becomes significant.
Agustin, C., dan Singh, J. 2005. Curvilinear Effects of Consumer Loyalty Determinants in Relational Exchanges. Journal of marketing Research, 42(1), 96-108. https://doi.org/10.1509/jmkr.220.127.116.11961
Arini, Nimas. 2018. 5 Predictions of E-Commerce Trends in Indonesia in 2018. https://www.shopback.co.id/katashopback/prediksi-tren-e-commerce-di-indonesia-pada-2018
Ba?er, et al. 2015. Examining The Effect Of E-e-brand experience On Consumer Satisfaction, E-brand trust And E-brand loyalty. ?ktisadi ve ?dari Bilimler Dergisi, vol. 37, no. 2, p. 101. https://doi.org/10.14780/iibd.51125
Batra, et al (2012). E-brand love. Journal of Marketing, 76 (2), 2012
Bergkvist and T. Bech-Larsen. 2010. Two studies of consequences and actionable antecedents of e-brand love. Journal of Brand Management, vol. 17, no. 7, pp. 504-518. https://doi.org/ 10.1057/bm.2010.6.
Bergkvist, L., and Larsen, T.B. 2009. Two studies of consequences and actionable antecedents of brand love. Journal of Brand Management. 7, 504–518
B?çakc?o?lu, et al. 2016. Antecedents and outcomes of e-brand love: the mediating role of e-brand loyalty. Journal of Marketing Communications, vol. 24, no. 8, pp. 863-877. https://doi.org/10.1080/13527266.2016.1244108.
Brakus, et al. 2009. E-e-brand experience: What Is It? How Is It Measured? Does It Affect Loyalty?. Journal of Marketing, 73(3), pp. 52–68. https://doi.org/ 10.1509/jmkg.73.3.52.
Carroll and Ahuvia, A. 2006. Some antecedents and outcomes of e-brand love. Marketing Letters, 17(2), 79-89. https://doi.org/10.1007/s11002-006-4219-2.
Chinomona. 2016. Brand communication, brand image and e-brand trust as antecedents of e-brand loyalty in Gauteng Province of South Africa. African Journal of Economic and Management Studies, 7(1), 124-139. https://doi.org/10.1108/ajems-03-2013-0031.
Delgado-ballester, E. 2003. Development and Validation of a E-brand trust Scale. International Journal of Market Research, 45(1), 35–54. https://doi.org/10.1177/0305735685131004.
Drennan, et al. 2015. Examining the role of wine e-brand love on e-brand loyalty: A multi-country comparison. International Journal of Hospitality Management, vol. 49, pp. 47-55, 2015. https://doi.org/10.1016/j.ijhm.04.012
Filo, et al. 2008. Exploring the role of e-brand trust in the relationship between brand associations and e-brand loyalty in sport and fitness. International Journal of Sport Management and Marketing, 3(12), 39. https://doi.org/10.1504/ijsmm.2008.015960.
Ha and Perks H. 2005. Effects of consumer perceptions of e-e-brand experience on the web: brand familiarity, satisfaction and e-brand trust, Journal of Consumer Behaviour, 4(6), 438-452. https://doi.org/10.1002/cb.29.
Huang. 2018. The impacts of e-e-brand experiences on e-brand loyalty: mediators of e-brand love and trust", Management Decision, vol. 55, no. 5, pp. 915-934, 2017. https://doi.org/10.1108/md-10-2015-0465.
Hwang, J. and Kandampully, J. 2012. The role of emotional aspects in younger consumer-brand relationships, Journal of Product and Brand Management, 21(2) 98–108. https://doi.org/10.1080/14680777.2012.741893.
Hwang, J., & Kandampully, J. (2012). The role of emotional aspects in younger consumer-brand relationships. Journal of Product & Brand Management, 21, 98–108. http://doi.org/10.1108/10610421211215517
Iglesiash, et al. 2011. The role of e-e-brand experience and affective commitment in determining e-brand loyalty. Journal of Brand Management, vol. 18, no. 8, pp. 570-582.https://doi.org/10.1057/bm.2010.58.
Kalakota, R. dan Whinston, A. B. 1997. Electronic commerce: a manager’s guide, Addison-Wesley: Reading, Mass; Harlow, England
Keller, Kevin L. 2013. Strategic Brand Management; Building, Measuring, and Managing Brand Equity. Fourth Edition Harlow, English: Pearson Education Inc
Khan, I., and Rahman, Z. 2015. Brand experience anatomy inretailing: An interpretive structural modeling approach. Journal of Retailing and Consumer Services, 24, 60–69. https://doi.org/10.1016/j.jretconser.2015.02.003
Lau, G. T. and Lee, S. H. (1999). Consumer’ s Trust in a Brand and the Link to E-brand loyalty. Journal of Market-Focused Management. https://doi.org/10.1023/A:1009886520142.
Morgan, R.M. and Hunt, S.D. 1994. The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3),20-38. https://doi.org/10.1177/002224299405800302
Mowen C, John dan Michael Minor. 2002. Perilaku Konsumen. Jakarta: Erlangga
Niyomsart, S And Khamwon A. 2016. Brand Love, Brand Loyalty, And Word Of Mouth: A Case Of Airasia. Conference Of The International Journal Of Arts & Sciences. 09(01),263–268
Niyomsart, S And Khamwon A. 2016. Brand Love, Brand Loyalty, And Word Of Mouth: A Case Of Airasia. Conference Of The International Journal Of Arts & Sciences. 09(01), 263–268
Pearson, McLeod. 2008. Sistem Informasi Manajemen. Salemba. Jakarta
Ranjbarian, et al. 2013. Analyzing the Antecedents and Consequences of E-brand love with a Case Study on Apple Cell phone Users. International Journal of Academic Research in Business and Social Sciences, 3(11), 320–329. https://doi.org/10.6007/IJARBSS/v3-i11/341
Sahin, et al. 2011. The Effects of E-e-brand experiences, Trust and Satisfaction on Building E-brand loyalty; An Empirical Research On Global Brands. Procedia - Social and Behavioral Sciences, 24, 1288-1301. https://doi.org/10.1016/j.sbspro.2011.09.143
Wahyudi, Eko. 2019. Bank Indonesia: E-Commerce transactions per Month Reach Rp. 13 T. https://bisnis.tempo.co/read/1274672/bank-indonesia-transaksi-e-commerce-per-bulan-capai-rp-13-t
Yasin and A. Shamim. 2013. E-brand love: Mediating Role in Purchase Intentions and Word-of-Mouth. IOSR Journal of Business and Management, 7(2), 101-109. https://doi.org/10.9790/487x-072101109
How to Cite
Copyright (c) 2021 Ria Maharani Ridhwan, Wahdiyat Moko, Djumilah Hadiwidjojo
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors contributing to IJRBS agree to publish their articles under the Creative Commons Attribution- 4.0 International (CC BY 4.0) license, allowing third parties to share their work (copy, distribute, transmit) and to adapt it, under the condition that the authors are given credit, that the work is not used for commercial purposes, and that in the event of reuse or distribution, the terms of this license are made clear. Authors retain the copyright of their work, with first publication rights granted to IJRBS. However, authors are required to transfer copyrights associated with commercial use to the Publisher. The authors agree to the terms of this Copyright Notice, which will apply to this submission if and when it is published by this journal
Submission of an article implies that the work described has not been published previously (except in the form of an abstract or as part of a published lecture or academic thesis), that it is not under consideration for publication elsewhere, that its publication is approved by all authors and tacitly or explicitly by the responsible authorities where the work was carried out, and that, if accepted, it will not be published elsewhere in the same form, in English or in any other languages, without the written consent of the Publisher. The Editors reserve the right to edit or otherwise alter all contributions, but authors will receive proofs for approval before publication