Pengaruh Merek Global pada Kesetiaan Merek di Salon Hewan Peliharaan
DOI:
https://doi.org/10.37385/msej.v4i2.1715Keywords:
Merek Global, Kepercayaan Merek, Kesetiaan Merek, Global Brand, Brand Trust, Brand LoyaltyAbstract
Salah satu usaha layanan perawatan hewan peliharaan yang bertambah banyak adalah jasa memandikan hewan peliharaan (salon hewan). Tumbuhnya usaha salon hewan ini didorong oleh banyaknya pemain baru dan persaingan otomatis menjadi semakin ketat. Setiap usaha salon hewan mempunyai merek tersendiri dan unik dimana merek tersebut diharapkan dapat dikenali secara luas oleh konsumen. Penelitian ini menggunakan metode purposive sampling. Desain penelitian menggunakan pengukuran dengan alat pengukuran secara online. Pengujian validitas terdiri dari uji validitas konvergen dan uji validitas diskriminan. Pengukuran yang digunakan untuk mengukur reliabilitas berdasarkan pada rumus Cronbach Alpha. Penelitian ini melakukan uji outer model dan kemudian uji inner model. Pengujian model struktural dilakukan melalui uji-t. Hasil uji validitas konvergen valid. Nilai cross loading dari variabel Global Brand, Brand Affect, dan Brand Loyalty berada diatas nilai cross loading dari variabel latennya. Variabel dalam penelitian ini dapat dikatakan reliabel. Berdasarkan penelitian yang dilakukan dapat ditarik kesimpulan jika bahwa merek global berpengaruh positif terhadap kepercayaan merek merek global berhubungan positif terhadap pengaruh merek pengaruh merek berpengaruh positif terhadap kepercayaan merek merek global berpengaruh positif terhadap inovasi merek inovasi merek berpengaruh positif terhadap kepercayaan merek kepercayaan merek berpengaruh positif terhadap kesetiaan merek.
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