THE INFLUENCE OF BRAND IMAGE ON SATISFACTION TO IMPROVE CUSTOMER RETENTION TOWARDS BATIK KERIS IN MALANG CITY

Astrid Puspaningrum

Abstract


The purpose of this study is to analyze the role of customer satisfaction as a mediator of the influence of brand image on customer retention of Batik Keris in Malang. The approach used in this research was positivism (quantitative). The population of this study was the customers of Batik Keris in Malang City, with a total sample of 50 customers in Malang City. The data obtained were analyzed using Path Analysis. The results showed that brand image directly affects the customer satisfaction of Batik Keris. Customer satisfaction directly affects customer retention of Batik Keris, and customer satisfaction mediates the influence of brand image and customer retention towards Batik Keris. Therefore, customer retention will be high if the brand image that is highlighted by Batik Keris can satisfy the customers.

Keywords


customer retention; customer satisfaction; brand image

Full Text:

PDF

References


Aaker David A. 1991. Managing Brand Equity, Capitalyzing on the Value of a Brand Name. The Free Press: New York.

____________. 1996. Building Strong Brands 1 st ed. The Free Press: New York.

Aaker David A. and Kevin L. Keller. 1990. Consumer Evaluations og Brand Extention. Journal of Marketing, 54 (Januari),27-41.

Ardianto, Eka. 1999. Mengelola Aktiva Merek: Sebuah Pendekatan Strategis. Forum Manajemen Prasetiya Mulya, No. 67, p.34-39.

Arikunto, S. 2006. Prosedur Penelitian Suatu Pendekatan Praktek. Jakarta: PT. Rineka Cipta.

Chan, Syafruddin. 2003. Relationship Marketing: Inovasi Pemasaran yang Membuat Pelanggan Bertekuk Lutut. Jakarta: PT. Gramedia Pustaka Utama.

Ferdinand, Augusty. 2000. Manajemen Pemasaran: Sebuah pendekatan Strategy. Research Paper Series. No.01 Program Magister Manajemen Universitas Diponegoro.

____________. 2006. Metode Penelitian Manajemen, pedoman penelitian untuk penulisan skripsi, tesis dan disertasi ilmu manajemen, Badan Penerbit Universitas Diponegoro.

Gujarati, D. 2000. Essentials of Econometrics, International Editon, McGraw-Hill.

Keller, Kevin L. 1987. Memory Factor in Advertising: The Effect of Advertising Retrieval Cues on Brand Evaluations. Journal of Customer Research, 14 (December), 316-333.

____________. 1993. Conseptualizing, Measuring, and Managing Customer-Based Brand Equality. Journal of Marketing, (January), 1-22.

____________. 1998. Strategic Brand Management Building, Measuring, and Managing Brand Equity, 1 st ed. New Jersey: Prentice-Hall, Inc.

Knapp. E, Duane. 2001.The Brand Mindset. Yogyakarta: Andi.

Kotler, Philip. 2000. Prinsip-prinsip Pemasaran. Jakarta: Erlangga.

Malhotra, N. K. 2006. Marketing Research. London: Prentice Hall International Industri.

Ogi. Sulistian. 2011. Pengaruh Brand Image Terhadap Loyalitas Pelanggan Rokok Gudang Garam Filter. Kuningan: Fakultas Ekonomi dan Bisnis Universitas Kuningan.

Parasuraman, A. 1997. Reflections on Gaining Competitive Advantage through Nilai pelanggan. Journal of The Academy of Marketing Science, vol.25, No.2, p.154-161

Parasuraman, A, V.A. Zeithami, and L. L Berry. 1988.A Multiple-Item Scale for Measuring Consumer Consumer Perceptions of Service Quality.Journal of Retailing, vol.64,p.12-40.

Ranaweera, C. and Prabhu, J. 2003. The Influence Of Satisfaction, Trust And Switching Barriers On Customer Retention In A Continuous Purchasing Setting. International Journal of Service Industry Management, Vol.14 No.4, pp.374-395.

Slater and Narver. 1994.Does Competitive Moderate the Orientation Performance Relationship?.Journal of Marketing, 58 (1), pp. 46-55.

Woodside, Arch G., Lisa L. Frey, and Robert Timothy. 1989. Linking Service Quality, Customer Satisfaction, and behavioral Intention. Journal of Health Care Marketing, 9 (December), 5-17.




DOI: http://dx.doi.org/10.21776/ub.jam.2020.018.01.14

Refbacks

  • There are currently no refbacks.