PENGARUH BRAND EQUITY TERHADAP BRAND TRUST DIMEDIASI OLEH BRAND REPUTATION DAN MEDIA SOSIAL SEBAGAI VARIABEL MODERASI PADA KONSUMEN McDONALD’S
DOI:
https://doi.org/10.25170/jm.v19i1.3057Keywords:
Brand Equity (Brand Awareness And Brand Association), Brand Reputation, Brand Trust, Social MediaAbstract
This study aims to analyze the effect of brand equity (brand awareness, brand association) on brand trust mediated by brand reputation, and moderated by social media. This study uses the McDonald's brand to examine more deeply in the marketing sector and apply a quantitative method approach. Purposive sampling method was used in this study by distributing questionnaires to 230 respondents. This research was conducted in Indonesia and took respondents from big cities (Jabodetabek). The results of this study indicate that the brand equity variable consisting of brand awareness and brand association has a positive influence on the brand reputation variable. Then the brand reputation variable mediates the relationship between brand equity (brand awareness, brand association) and brand trust. Social media variables moderate the relationship between brand reputation and brand trust. Finally, this research contributes theoretically and managerially in order to provide good opportunities for consumers to increase trust in a brand.
References
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Aichner, T., Grünfelder, M., Maurer, O., & Jegeni, D. (2021). Twenty-Five Years of Social Media: A Review of Social Media Applications and Definitions from 1994 to 2019. Cyberpsychology, Behavior, and Social Networking, 24(4), 215–222.
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Atulkar, S. (2020). Brand trust and brand loyalty in mall shoppers. Marketing Intelligence and Planning, 38(5), 559–572.
Bagus, I., Dp, B., & Sulistyawati, E. (2019). Pengaruh brand equity terhadap niat beli konsumen dimediasi brand preference. E-Jurnal Manajemen, 8(5), 2697–2721.
Barfi, R., Wen Yuan, L., Afryie, S., Berinyuy Fonjong, B., & Kwabena Fosu Sarpong, R. (2019). Influence of Brand Equity on Brand Trust: Mediation of Brand Reputation and Moderation of Social Media. 11(21), 8-16.
Chang, K. C. (2013). How reputation creates loyalty in the restaurant sector. International Journal of Contemporary Hospitality Management, 25(4), 536–557.
Chinomona, R., & Maziriri, E. T. (2017). The influence of brand awareness, brand association and product quality on brand loyalty and repurchase intention: A case of male consumers for cosmetic brands in South Africa. Journal of Business and Retail Management Research, 12(1), 143–154.
Deka, R. E., Nurhajati, N., & Rachma, N. (2020). Pengaruh brand association dan brand awareness terhadap brand loyalty melalui brand trust pada start up fintech OVO. Jurnal Ilmu Manajemen (JIMMU), 4(1), 96–107.
Ebrahim, R. S. (2019). The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty. Journal of Relationship Marketing, 19(4), 287–308.
Emari, H., Jafari, A., & Mogaddam, M. (2012). The mediatory impact of brand loyalty and brand image on brand equity. African Journal of Business Management, 6(17), 5692–5701.
Erliksson, O. J., Lindner, P., & Mörtberg, E. (2020). Measuring associations between social anxiety and use of different types of social media using the Swedish Social Anxiety Scale for Social Media Users: A psychometric evaluation and cross-sectional study. Scandinavian Journal of Psychology, 61(6), 819–826.
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Foroudi, P. (2019). Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry’s brand performance. International Journal of Hospitality Management, 76,271-285.
Gordon, B. S., James, J. D., & Yoshida, M. (2016). The Development of Brand Association Measures in Multiple Product Categories: New Findings and Implications for Goods and Service Brands. International Journal of Business Administration, 7(3), 140-152.
Han, S. H., Nguyen, B., & Lee, T. J. (2015). Consumer-based chain restaurant brand equity, brand reputation, and brand trust. International Journal of Hospitality Management, 50, 84–93.
Hanaysha, J. (2016). Restaurant Location and Price Fairness as Key Determinants of Brand Equity: A Study on Fast Food Restaurant Industry. Business and Economic Research, 6(1), 310-323.
Hendrawan, D., Orang, D. A. N. N., & Aplikasi Manajemen |, J. (2016). Hubungan Antara Brand Awareness, Brand Reputation, dan Brand Trust pada Restoran Lokal Berbasis Rantai di Kota Malang. Jurnal Aplikasi Manajemen, 14(3), 442–453.
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Johnson, D., & Grayson, K. (2005). Cognitive and affective trust in service relationships. Journal of Business Research, 58(4), 500–507.
Keller, K. L., & Swaminathan, V. (2020). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition, 5th Edition. United Kingdom : Pearson Education Limited. Pearson.
Khuong, M. N., Thi, N., & Chau, K. (2017). The Effect of Event Sponsorship on Customer’s Brand Awarness and Purchase Intention-A Case Study of Toyota Vietnam. Review of European Studies, 9(1), 148–157.
Kim, H. B., & Kim, W. G. (2005). The relationship between brand equity and firms’ performance in luxury hotels and chain restaurants. Tourism Management, 26(4), 549–560.
Kotler, P., & Keller, K. L. (2016). Marketing Management. In Global Edition. United Kingdom : Pearson Education Limited. Pearson
Lien, C. H., Wen, M. J., Huang, L. C., & Wu, K. L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210–218.
Mattison Thompson, F., Newman, A., & Liu, M. (2014). The moderating effect of individual level collectivist values on brand loyalty. Journal of Business Research, 67(11), 2437–2446.
Min, H., & Min, H. (2011). Benchmarking the service quality of fast-food restaurant franchises in the USA: A longitudinal study. Benchmarking: An International Journal, 18(2), 282–300.
Mokhtar, S. S. M., Salleh, S. M., Shaari, H., & Nafi, S. N. M. (2020). The Influence of Service Quality and Brand Reputation on Customer Satisfaction in Zakat Institution | Mokhtar | International Journal of Supply Chain Management. International Journal of Supply Chain Management, 9(2), 240–244.
Ngo, H. M., Liu, R., Moritaka, M., & Fukuda, S. (2020). Effects of industry-level factors, brand credibility and brand reputation on brand trust in safe food: evidence from the safe vegetable sector in Vietnam. British Food Journal, 122(9), 2993–3007.
Parganas, P., Anagnostopoulos, C., & Chadwick, S. (2017). Effects of social media interactions on brand associations: A comparative study of soccer fan clubs. International Journal of Sports Marketing and Sponsorship, 18(2), 149–165.
Park, H., & Kim, Y. K. (2016). Proactive versus reactive apparel brands in sustainability: Influences on brand loyalty. Journal of Retailing and Consumer Services, 29, 114–122.
Park, J., Lee, H., & Kim, C. (2014). Corporate social responsibilities, consumer trust and corporate reputation: South Korean consumers’ perspectives. Journal of Business Research, 67(3), 295–302.
Pouromid, B., & Iranzadeh, S. (2012). The evaluation of the factors affects on the brand equity of pars khazar household appliances based on the vision of female consumers. Middle East Journal of Scientific Research, 12(8), 1050–1055.
Pranata, Z., & Permana, D. (2021). Identifying the Role of Brand Loyalty in the Relationship between Brand Awareness, Brand Association and Repurchase Intention. European Journal of Business and Management Research, 6(1), 129–133.
Puspaningrum, A. (2020). Social Media Marketing and Brand Loyalty: The Role of Brand Trust. Journal of Asian Finance, Economics and Business, 7(12), 951–958.
Qalati, S. A., Wenyuan, L., Kwabena, G., Erusalkina, D., Pervaiz, S., & Author, C. (2019). Influence of Brand Equity on Brand Performance: Role of Brand Reputation and Social Media. International Journal of Research & Review, 6(9), 304–317.
Rahmah, Y. (2020). The Effect of Brand Equity On Brand Trust With Brand Reputation As A Mediating Variable (Study On Costumers of Sate KMS In Padang City). Economica, 8(2), 130–141.
Ruel, E., Wagner, W. E., & Gillespie, B. J. (2018). The Practice of Survey Research: Theory and Applications. In The Practice of Survey Research: Theory and Applications. Thousand Oaks, CA. SAGE Publications, Inc.
Rust, R. T., Rand, W., Huang, M. H., Stephen, A. T., Brooks, G., & Chabuk, T. (2021). Real-Time Brand Reputation Tracking Using Social Media: Journal of Marketing, 85(4), 21–43.
Sasmita, J., & Mohd Suki, N. (2015). Young consumers’ insights on brand equity: Effects of brand association, brand loyalty, brand awareness, and brand image. International Journal of Retail and Distribution Management, 43(3), 276–292.
Thakshak. (2018). Analysing customer based airline brand equity: Perspective from Taiwan. Future Business Journal, 4(2), 233–245.
Top Brand Index. (2020). Top Brand Index Beserta Kategori Lengkap | Top Brand Award. https://www.topbrand-award.com/top-brand index/?tbi_find=wardah
Agmeka, F., Wathoni, R. N., & Santoso, A. S. (2019). The Influence of Discount Framing towards Brand Reputation and Brand Image on Purchase Intention and Actual Behaviour in e-commerce. Procedia Computer Science, 161, 851–858.
Aichner, T., Grünfelder, M., Maurer, O., & Jegeni, D. (2021). Twenty-Five Years of Social Media: A Review of Social Media Applications and Definitions from 1994 to 2019. Cyberpsychology, Behavior, and Social Networking, 24(4), 215–222.
Ajia, P. M., Nadhilaa, V., & Sanny, L. (2020). Effect of social media marketing on Instagram towards purchase intention: Evidence from Indonesia’s ready-to-drink tea industry. International Journal of Data and Network Science, 4, 91–104.
Atulkar, S. (2020). Brand trust and brand loyalty in mall shoppers. Marketing Intelligence and Planning, 38(5), 559–572.
Bagus, I., Dp, B., & Sulistyawati, E. (2019). Pengaruh brand equity terhadap niat beli konsumen dimediasi brand preference. E-Jurnal Manajemen, 8(5), 2697–2721.
Barfi, R., Wen Yuan, L., Afryie, S., Berinyuy Fonjong, B., & Kwabena Fosu Sarpong, R. (2019). Influence of Brand Equity on Brand Trust: Mediation of Brand Reputation and Moderation of Social Media. 11(21), 8-16.
Chang, K. C. (2013). How reputation creates loyalty in the restaurant sector. International Journal of Contemporary Hospitality Management, 25(4), 536–557.
Chinomona, R., & Maziriri, E. T. (2017). The influence of brand awareness, brand association and product quality on brand loyalty and repurchase intention: A case of male consumers for cosmetic brands in South Africa. Journal of Business and Retail Management Research, 12(1), 143–154.
Deka, R. E., Nurhajati, N., & Rachma, N. (2020). Pengaruh brand association dan brand awareness terhadap brand loyalty melalui brand trust pada start up fintech OVO. Jurnal Ilmu Manajemen (JIMMU), 4(1), 96–107.
Ebrahim, R. S. (2019). The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty. Journal of Relationship Marketing, 19(4), 287–308.
Emari, H., Jafari, A., & Mogaddam, M. (2012). The mediatory impact of brand loyalty and brand image on brand equity. African Journal of Business Management, 6(17), 5692–5701.
Erliksson, O. J., Lindner, P., & Mörtberg, E. (2020). Measuring associations between social anxiety and use of different types of social media using the Swedish Social Anxiety Scale for Social Media Users: A psychometric evaluation and cross-sectional study. Scandinavian Journal of Psychology, 61(6), 819–826.
Firmansyah, M. A. (2019). Pemasaran Produk dan Merek (Planning & Strategy) (ed.); Pertama). Pasuruan. CV. Penerbit Qiara Media.
Foroudi, P. (2019). Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry’s brand performance. International Journal of Hospitality Management, 76,271-285.
Gordon, B. S., James, J. D., & Yoshida, M. (2016). The Development of Brand Association Measures in Multiple Product Categories: New Findings and Implications for Goods and Service Brands. International Journal of Business Administration, 7(3), 140-152.
Han, S. H., Nguyen, B., & Lee, T. J. (2015). Consumer-based chain restaurant brand equity, brand reputation, and brand trust. International Journal of Hospitality Management, 50, 84–93.
Hanaysha, J. (2016). Restaurant Location and Price Fairness as Key Determinants of Brand Equity: A Study on Fast Food Restaurant Industry. Business and Economic Research, 6(1), 310-323.
Hendrawan, D., Orang, D. A. N. N., & Aplikasi Manajemen |, J. (2016). Hubungan Antara Brand Awareness, Brand Reputation, dan Brand Trust pada Restoran Lokal Berbasis Rantai di Kota Malang. Jurnal Aplikasi Manajemen, 14(3), 442–453.
Idris, M. (2020). McDonald’s Vs KFC di Indonesia, Mana yang Gerainya Paling Banyak? Halaman all - Kompas.com. Www.Money.Kompas.Com. https://money.kompas.com/read/2020/05/12/161111326/mcdonalds-vs-kfc-di-indonesia-mana-yang-gerainya-paling-banyak?page=all
Irawan, M. R. N. (2020). Pengaruh brand characteristic, company characteristic and consumer brand characteristic terhadap trust in a brand Aqua di kecamatan lamongan. JURNAL EKBIS, 21(1), 24-37.
Johnson, D., & Grayson, K. (2005). Cognitive and affective trust in service relationships. Journal of Business Research, 58(4), 500–507.
Keller, K. L., & Swaminathan, V. (2020). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition, 5th Edition. United Kingdom : Pearson Education Limited. Pearson.
Khuong, M. N., Thi, N., & Chau, K. (2017). The Effect of Event Sponsorship on Customer’s Brand Awarness and Purchase Intention-A Case Study of Toyota Vietnam. Review of European Studies, 9(1), 148–157.
Kim, H. B., & Kim, W. G. (2005). The relationship between brand equity and firms’ performance in luxury hotels and chain restaurants. Tourism Management, 26(4), 549–560.
Kotler, P., & Keller, K. L. (2016). Marketing Management. In Global Edition. United Kingdom : Pearson Education Limited. Pearson
Lien, C. H., Wen, M. J., Huang, L. C., & Wu, K. L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210–218.
Mattison Thompson, F., Newman, A., & Liu, M. (2014). The moderating effect of individual level collectivist values on brand loyalty. Journal of Business Research, 67(11), 2437–2446.
Min, H., & Min, H. (2011). Benchmarking the service quality of fast-food restaurant franchises in the USA: A longitudinal study. Benchmarking: An International Journal, 18(2), 282–300.
Mokhtar, S. S. M., Salleh, S. M., Shaari, H., & Nafi, S. N. M. (2020). The Influence of Service Quality and Brand Reputation on Customer Satisfaction in Zakat Institution | Mokhtar | International Journal of Supply Chain Management. International Journal of Supply Chain Management, 9(2), 240–244.
Ngo, H. M., Liu, R., Moritaka, M., & Fukuda, S. (2020). Effects of industry-level factors, brand credibility and brand reputation on brand trust in safe food: evidence from the safe vegetable sector in Vietnam. British Food Journal, 122(9), 2993–3007.
Parganas, P., Anagnostopoulos, C., & Chadwick, S. (2017). Effects of social media interactions on brand associations: A comparative study of soccer fan clubs. International Journal of Sports Marketing and Sponsorship, 18(2), 149–165.
Park, H., & Kim, Y. K. (2016). Proactive versus reactive apparel brands in sustainability: Influences on brand loyalty. Journal of Retailing and Consumer Services, 29, 114–122.
Park, J., Lee, H., & Kim, C. (2014). Corporate social responsibilities, consumer trust and corporate reputation: South Korean consumers’ perspectives. Journal of Business Research, 67(3), 295–302.
Pouromid, B., & Iranzadeh, S. (2012). The evaluation of the factors affects on the brand equity of pars khazar household appliances based on the vision of female consumers. Middle East Journal of Scientific Research, 12(8), 1050–1055.
Pranata, Z., & Permana, D. (2021). Identifying the Role of Brand Loyalty in the Relationship between Brand Awareness, Brand Association and Repurchase Intention. European Journal of Business and Management Research, 6(1), 129–133.
Puspaningrum, A. (2020). Social Media Marketing and Brand Loyalty: The Role of Brand Trust. Journal of Asian Finance, Economics and Business, 7(12), 951–958.
Qalati, S. A., Wenyuan, L., Kwabena, G., Erusalkina, D., Pervaiz, S., & Author, C. (2019). Influence of Brand Equity on Brand Performance: Role of Brand Reputation and Social Media. International Journal of Research & Review, 6(9), 304–317.
Rahmah, Y. (2020). The Effect of Brand Equity On Brand Trust With Brand Reputation As A Mediating Variable (Study On Costumers of Sate KMS In Padang City). Economica, 8(2), 130–141.
Ruel, E., Wagner, W. E., & Gillespie, B. J. (2018). The Practice of Survey Research: Theory and Applications. In The Practice of Survey Research: Theory and Applications. Thousand Oaks, CA. SAGE Publications, Inc.
Rust, R. T., Rand, W., Huang, M. H., Stephen, A. T., Brooks, G., & Chabuk, T. (2021). Real-Time Brand Reputation Tracking Using Social Media: Journal of Marketing, 85(4), 21–43.
Sasmita, J., & Mohd Suki, N. (2015). Young consumers’ insights on brand equity: Effects of brand association, brand loyalty, brand awareness, and brand image. International Journal of Retail and Distribution Management, 43(3), 276–292.
Thakshak. (2018). Analysing customer based airline brand equity: Perspective from Taiwan. Future Business Journal, 4(2), 233–245.
Top Brand Index. (2020). Top Brand Index Beserta Kategori Lengkap | Top Brand Award. https://www.topbrand-award.com/top-brand index/?tbi_find=wardah
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2022-08-31
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