Main Article Content
Abstract
The purpose of this study was to find and analyze the influence of brand heritage mediated by brand image on brand loyalty in the use of iPhone smartphones in Bengkulu city. This research is a quantitative research. The population used in this study were all respondents in the city of Bengkulu who used an iPhone smartphone, with a sample of 144 respondents. Data collection using non probability sampling and analyzed using SEM PLS (partial least square). Based on the analysis, it was found that; 1) Brand heritage has a significant positive effect on brand image on the use of iPhone smartphones in Bengkulu city; 2) brand heritage has a significant positive effect on brand loyalty in the use of iPhone smartphones in Bengkulu city; 3) brand image has a significant positive effect on brand loyalty in the use of iPhone smartphones in Bengkulu city; 4) brand heritage can be partially mediated by brand image on the use of iPhone smartphones for brand loyalty.
Keywords
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References
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- Akbari, M., Salehi, K., & Samadi, M. (2015). Brand Heritage and Word of Mouth: The Mediating Role of Brand Personality, Product Involvement and Customer Satisfaction. Journal of Marketing Management (JMM). https://doi.org/10.15640/jmm.v3n1a8
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- Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology. https://doi.org/10.1037//0022-3514.51.6.1173
- Bastian, D. A. (2014). Analisa Pengaruh Citra Merek (Brand Image) dan Kepercayaan Merek (Brand Trust) Terhadap Loyalitas Merek (Brand Loyalty) ADES PT. Ades Alfindo Putra Setia. Jurnal Manajemen Pemasaran Petra.
- Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing.
- Chin, W. W. (1995). Partial Least Squares is to LISREL as Principal Components Analysis is to Common Factor Analysis. Technology Studies.
- Delgado?Ballester, E., & Luis Munuera?Alemán, J. (2001). Brand trust in the context of consumer loyalty. European Journal of Marketing.
- Ghozali, I. (2013). Aplikasi Analisis Multivariate dengan menggunakan SPSS. In Gramedia.
- Graeff, T. R. (1996). Using promotional messages to manage the effects of brand and self-image on brand evaluations. Journal of Consumer Marketing.
- Gwinner, K. P., & Eaton, J. (1999). Building brand image through event sponsorship: The role of image transfer. Journal of Advertising.
- Hair Jr, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis: International Version. In Prentice Hall.
- Hudson, B. T., & Balmer, J. M. T. (2013). Corporate heritage brands: Mead’s theory of the past. Corporate Communications. 12-0027
- Jogiyanto, & Abdillah, W. (2015). Partial Least Square (PLS) Alternatif Structural Equation Modeling (SEM) dalam Penelitian Bisnis. In Book.
- Kotler, P., & Keller, K. L. (2009). Manajemen pemasaran Jilid 1. In Jakarta.
- Martenson, R. (2007). Corporate brand image, satisfaction and store loyalty: A study of the store as a brand, store brands and manufacturer brands. International Journal of Retail and Distribution Management.
- Muehling, D. D., & Sprott, D. E. (2004). The power of reflection: An empirical examination of nostalgia advertising effects. Journal of Advertising.
- Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing.
- Redaksi, . (2015). Jurnal Teknologi Pendidikan. Jurnal Teknologi Pendidikan (JTP). https://doi.org/10.24114/jtp.v8i2.3329
- Richardson, J. D., Paularena, K. I., Belcher, J. W., & Lazarus, A. J. (1994). Solar wind oscillations with a 1.3 year period. Geophysical Research Letters.
- Rindell, A. (2013). Time in corporate images: Introducing image heritage and image-in-use. Qualitative Market Research.
- RIzan, M., Saidani, B., & Sari, Y. (2012). Pengaruh Brand Image Dan Brand Trust Terhadap Brand Loyalty Telkomsel. Jurnal Riset Manajemen Sain Indonesia.
- Schmidt, S., Hennigs, N., Wuestefeld, T., Langner, S., & Wiedmann, K.-P. (2015). Corporate Heritage Cockpit: Measuring and Managing Brand Heritage as Strategic Asset. Academy of Management Proceedings.13609abstract
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- Tingkir, C. F. (2014). Pengaruh Identitas Merek Terhadap Loyalitas Merek Melalui Citra Merek Dan Kepercayaan Merek Toyota. Jurnal Manajemen Pemasaran.
- Urde, M., Greyser, S. A., & Balmer, J. M. T. (2007). Corporate brands with a heritage. Journal of Brand Management. https://doi.org/10.1057/palgrave.bm.2550106
- Wiedmann, K.-P., Hennigs, N., Schmidt, S., & Wuestefeld, T. (2011). BRANDING IN A TUMULTUOUS ECONOMY: THE IMPORTANCE OF BRAND HERITAGE: DELIVERING VALUE TO CONSUMERS IN TURBULENT TIMES. AMA Summer Educators’ Conference Proceedings.
- Wiedmann, K. P., Hennigs, N., Schmidt, S., & Wuestefeld, T. (2011). The importance of brand heritage as a key performance driver in marketing management. Journal of Brand Management.
- Wuestefeld, T., Hennigs, N., Schmidt, S., & Wiedmann, K.-P. (2012). The impact of brand heritage on customer perceived value. Der Markt.
- Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing.
References
Aaker, D. A. (1996). Building strong brands - aaker,da. Building Strong Brands.
Akbari, M., Salehi, K., & Samadi, M. (2015). Brand Heritage and Word of Mouth: The Mediating Role of Brand Personality, Product Involvement and Customer Satisfaction. Journal of Marketing Management (JMM). https://doi.org/10.15640/jmm.v3n1a8
Baldinger, A. L., & Rubinson, J. (1996). Brand loyalty: The link between attitude and behavior. Journal of Advertising Research.
Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology. https://doi.org/10.1037//0022-3514.51.6.1173
Bastian, D. A. (2014). Analisa Pengaruh Citra Merek (Brand Image) dan Kepercayaan Merek (Brand Trust) Terhadap Loyalitas Merek (Brand Loyalty) ADES PT. Ades Alfindo Putra Setia. Jurnal Manajemen Pemasaran Petra.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing.
Chin, W. W. (1995). Partial Least Squares is to LISREL as Principal Components Analysis is to Common Factor Analysis. Technology Studies.
Delgado?Ballester, E., & Luis Munuera?Alemán, J. (2001). Brand trust in the context of consumer loyalty. European Journal of Marketing.
Ghozali, I. (2013). Aplikasi Analisis Multivariate dengan menggunakan SPSS. In Gramedia.
Graeff, T. R. (1996). Using promotional messages to manage the effects of brand and self-image on brand evaluations. Journal of Consumer Marketing.
Gwinner, K. P., & Eaton, J. (1999). Building brand image through event sponsorship: The role of image transfer. Journal of Advertising.
Hair Jr, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis: International Version. In Prentice Hall.
Hudson, B. T., & Balmer, J. M. T. (2013). Corporate heritage brands: Mead’s theory of the past. Corporate Communications. 12-0027
Jogiyanto, & Abdillah, W. (2015). Partial Least Square (PLS) Alternatif Structural Equation Modeling (SEM) dalam Penelitian Bisnis. In Book.
Kotler, P., & Keller, K. L. (2009). Manajemen pemasaran Jilid 1. In Jakarta.
Martenson, R. (2007). Corporate brand image, satisfaction and store loyalty: A study of the store as a brand, store brands and manufacturer brands. International Journal of Retail and Distribution Management.
Muehling, D. D., & Sprott, D. E. (2004). The power of reflection: An empirical examination of nostalgia advertising effects. Journal of Advertising.
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing.
Redaksi, . (2015). Jurnal Teknologi Pendidikan. Jurnal Teknologi Pendidikan (JTP). https://doi.org/10.24114/jtp.v8i2.3329
Richardson, J. D., Paularena, K. I., Belcher, J. W., & Lazarus, A. J. (1994). Solar wind oscillations with a 1.3 year period. Geophysical Research Letters.
Rindell, A. (2013). Time in corporate images: Introducing image heritage and image-in-use. Qualitative Market Research.
RIzan, M., Saidani, B., & Sari, Y. (2012). Pengaruh Brand Image Dan Brand Trust Terhadap Brand Loyalty Telkomsel. Jurnal Riset Manajemen Sain Indonesia.
Schmidt, S., Hennigs, N., Wuestefeld, T., Langner, S., & Wiedmann, K.-P. (2015). Corporate Heritage Cockpit: Measuring and Managing Brand Heritage as Strategic Asset. Academy of Management Proceedings.13609abstract
Sekaran, U. (1993). Book Review :Research method for business: A skill building approache. In Journal of Education for Business.
Sugiyono. (2008). Metode Penelitian Kuatintatif, Kualitatif dan R&D 2008. In Alfabeta.
Sugiyono. (2013). Metode Penelitian Pendidikan Pendekatan Kuantitaif, Kualitatif, dan R&DSugiyono. 2013. “Metode Penelitian Pendidikan Pendekatan Kuantitaif, Kualitatif, dan R&D.” Metode Penelitian Pendidikan Pendekatan Kuantitaif, Kualitatif, dan R&D. https://doi.org/10.1. In Metode Penelitian Pendidikan Pendekatan Kuantitaif, Kualitatif, dan R&D.
Tingkir, C. F. (2014). Pengaruh Identitas Merek Terhadap Loyalitas Merek Melalui Citra Merek Dan Kepercayaan Merek Toyota. Jurnal Manajemen Pemasaran.
Urde, M., Greyser, S. A., & Balmer, J. M. T. (2007). Corporate brands with a heritage. Journal of Brand Management. https://doi.org/10.1057/palgrave.bm.2550106
Wiedmann, K.-P., Hennigs, N., Schmidt, S., & Wuestefeld, T. (2011). BRANDING IN A TUMULTUOUS ECONOMY: THE IMPORTANCE OF BRAND HERITAGE: DELIVERING VALUE TO CONSUMERS IN TURBULENT TIMES. AMA Summer Educators’ Conference Proceedings.
Wiedmann, K. P., Hennigs, N., Schmidt, S., & Wuestefeld, T. (2011). The importance of brand heritage as a key performance driver in marketing management. Journal of Brand Management.
Wuestefeld, T., Hennigs, N., Schmidt, S., & Wiedmann, K.-P. (2012). The impact of brand heritage on customer perceived value. Der Markt.
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing.