(Universitas Panca Budi Medan, Indonesia)(2) Mesrab Mesrab
(Universitas Panca Budi Medan, Indonesia)*corresponding author
AbstractThis study aims to analyze the effect of brand attachment and brand trust on customer retention with brand loyalty as an intervening variable on customers of Bank BJB Medan Branch Office. The method used is a quantitative approach with Structural Equation Modeling–Partial Least Square (SEM-PLS) analysis techniques on 154 respondents. The results of the study indicate that brand attachment and brand trust have a positive and significant effect on brand loyalty and customer retention. In addition, brand loyalty is proven to be able to mediate the effect of brand attachment and brand trust on customer retention. These findings reinforce the importance of building emotional attachment and customer trust in increasing brand loyalty and customer retention in the conventional banking sector. This study provides theoretical and practical contributions in designing sustainable customer relationship-based marketing strategies. Keywordsbrand attachment, brand trust, brand loyalty, customer retention, SEM-PLS
|
DOIhttps://doi.org/10.47679/jrssh.v5i3.388 |
Article metrics10.47679/jrssh.v5i3.388 Abstract views : 180 | PDF views : 53 |
Cite |
Full Text Download
|
References
Al Satria, M. I., & Firmansyah, F. (2024). Pengaruh Brand Image Dan Brand Trust Terhadap Loyalitas Anggota. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(1), 401–414. https://doi.org/10.31955/mea.v8i1.3690
Alkitbi, S. S., Alshurideh, M., Al Kurdi, B., & Salloum, S. A. (2021). Factors Affect Customer Retention: A Systematic Review BT - Proceedings of the International Conference on Advanced Intelligent Systems and Informatics 2020. In A. E. Hassanien, A. Slowik, V. Snášel, H. El-Deeb, & F. M. Tolba (Eds.), Proceedings of the International Conference on Advanced Intelligent Systems and Informatics 2020 (pp. 656–667). Springer International Publishing. https://doi.org/https://doi.org/10.1007/978-3-030-58669-0_59
Bidayah, M., & Rakhmawati, D. Y. (2024). Pengaruh Brand Trust, Brand Experience terhadap Brand Loyalty Melalui Emotional Brand Attachment Pada Latulipe Kosmetik. Jurnal Pendidikan Tata Niaga (JPTN), 12(2), 172–186. https://doi.org/https://doi.org/10.26740/jptn.v12n2.p172-186
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, 65(2), 81–93. https://doi.org/https://doi.org/10.1509/jmkg.65.2.81.18255
Dahmiri, Khalik, I., Kartika W.B, S., & Syafri, R. A. (2023). The Role of Brand Attachment in Shaping Trust, Satisfaction, and Loyalty Towards Mobile Banking Services. Proceedings of the 5th International Conference of Educational Science, ICONSEIR 2023, 30 November 2023, Medan, Indonesia, 1–8. https://doi.org/10.4108/eai.30-11-2023.2348202
Liu, F., Li, J., Mizerski, D., & Soh, H. (2012). Self-congruity, brand attitude, and brand loyalty: A study on luxury brands. European Journal of Marketing, 46(7), 922–937. https://doi.org/10.1108/03090561211230098
Mesra, B., Ferine, K. F., Astuti, D., & Sentosa, I. (2023). Website Quality, Social Media and Satisfaction on Choosing Decisions Private Universities. Trikonomika, 22(2), 93–99. https://doi.org/10.23969/trikonomika.v22i2.10349
Mesra, B., Surya, E. D., & Asman, M. S. (2024). The Impact of Customer Engagement on Loyalty Toward Halal Products : Mediating Role of Satisfaction. Society, 12(2), 631–642. https://doi.org/10.33019/society.v12i2.709
Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20–38. https://doi.org/https://doi.org/10.1177/002224299405800302
Nasution, M. D. T. P., & Azmin, A. A. (2018). Consumer acceptance of Trustworthy ecommerce: An extension of technology acceptance model. Academy of Strategic Management Journal, 17(6), 1–13. https://www.researchgate.net/profile/Muhammad-Nasution-12/publication/339776880_Consumer_Acceptance_of_Trustworthy_E-_Commerce_An_Extension_of_Technology_Acceptance_Model/links/5e63d8df299bf1744f678dab/Consumer-Acceptance-of-Trustworthy-E-Commerce-An-Exte
Ningsih, T. S., Nasution, M. D. T. P., & Robain, W. (2024). Brand Experience and Service Quality: Key Drivers of Customer Satisfaction in Gojek Apps. International Journal of Business, Law, and Education, 5(2), 2036–2047. https://doi.org/10.56442/ijble.v5i2.801
Nur, A., Cahyani, P. D., & Ningrum, N. K. (2024). Pengaruh Customer Engagement Terhadap Brand Loyalty Dengan Brand Attachment Dan Customer Trust Sebagai Variabel Intervening. Jurnal Manajemen Terapan Dan Keuangan (Mankeu), 13(4), 1092–1107. https://doi.org/https://doi.org/10.22437/jmk.v13i04.33270
Oetama, S., & Susanto, H. (2023). The Influence Of Brand Experience On Brand Loyalty Through Brand Satisfaction And Brand Trust In Indomie Mie In Sampit. International Journal of Science, Technology & Management, 4(1), 273–287. https://doi.org/https://doi.org/10.46729/ijstm.v4i1.755
Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63(4_suppl1), 33–44. https://doi.org/https://doi.org/10.1177/00222429990634s105
Pamungkas, D. A., & Ishak, A. (2023). Pengaruh Brand Experience, Brand Satisfaction, dan Brand Trust terhadap Brand Loyalty pada Pengguna Smartphone Xiaomi di Yogyakarta. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 02(01), 117–128. https://journal.uii.ac.id/selma/index
Sembiring, M. S., & Sembiring, S. M. R. (2023). Do customer knowledge and customer trust in IDIC affect bank customer retention? Evidence from Indonesia. Journal of Enterprise and Development (JED), 5(3), 535–552. https://doi.org/10.20414/jed.v5i3.7557
Shimul, A. S. (2022). Brand attachment: a review and future research. Journal of Brand Management, 29(4), 400–419. https://doi.org/10.1057/s41262-022-00279-5
Simarmata, B. T. (2019). MENGUKUR TINGKAT KEPUASAN NASABAH DENGAN NET PROMOTER SCORE PADA PT . BPD JAWA BARAT DAN BANTEN TBK CABANG MEDAN. Jurnal Ilmiah Skylandsea, 3(2), 257–264. https://www.politeknikmbp.ac.id/karya-ilmiah/dosen/category/53-volume-3-no-2.html
Siregar, N. (2020). Analysis of Discriminant Model on Marketing Mix Against the Decision of Buying Traditional Weaving Handicraft Products of Karo District. International Journal of Research and Review, 7(June), 192–201. www.ijrrjournal.com
Surya, E. D., Rusiadi, Ferine, K. F., Azwar Hsb, H., Indrawan, M. I., & Fauzi Nst, M. (2020). The Power of Brand Awareness, Perceived Value, Perceived Quality and Flagship of Smartphone Purchasing Trust and Decisions in Medan. American International Journal of Business Management (AIJBM), 3(11), 43–51. www.aijbm.com
Surya, E. D., & Saragih, M. G. (2020). Analysis of E-Service Quality To Customer Satisfaction With Perceived Value As Intervening Variable. International Journal For Innovative Research in Multidisciplinary Field, 6(2), 228–234. file:///C:/Users/YOGI/Downloads/IJIRMF202002039-1.pdf
Thomson, M., Macinnis, D., & Park, C. (2005). The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands. Journal of Consumer Psychology - J CONSUM PSYCHOL, 15(1), 77–91. https://doi.org/10.1207/s15327663jcp1501_10
Widodo, S. (2021). The effect of product quality, service quality and prices on consumer satisfaction of molivia cafe (case study on consumers of molivia cafe, jalan h.m. Joni, teladan timur, medan city). Enrichment: Journal of Management, 11(2), 619–633. enrichment: Journal of Management journal homepage: w
Widodo, S., Lubis, A. N., Lumbanraja, P., & Situmorang, S. H. (2023). Customer Engagement Analysis of Experiential Quality Through Destination Halal Authenticity Congruence (DHAC). The 3rd STIKOSA AWS International Conference on Media And Communication, 33, 51–64.
Al Satria, M. I., & Firmansyah, F. (2024). Pengaruh Brand Image Dan Brand Trust Terhadap Loyalitas Anggota. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(1), 401–414. https://doi.org/10.31955/mea.v8i1.3690
Alkitbi, S. S., Alshurideh, M., Al Kurdi, B., & Salloum, S. A. (2021). Factors Affect Customer Retention: A Systematic Review BT - Proceedings of the International Conference on Advanced Intelligent Systems and Informatics 2020. In A. E. Hassanien, A. Slowik, V. Snášel, H. El-Deeb, & F. M. Tolba (Eds.), Proceedings of the International Conference on Advanced Intelligent Systems and Informatics 2020 (pp. 656–667). Springer International Publishing. https://doi.org/https://doi.org/10.1007/978-3-030-58669-0_59
Bidayah, M., & Rakhmawati, D. Y. (2024). Pengaruh Brand Trust, Brand Experience terhadap Brand Loyalty Melalui Emotional Brand Attachment Pada Latulipe Kosmetik. Jurnal Pendidikan Tata Niaga (JPTN), 12(2), 172–186. https://doi.org/https://doi.org/10.26740/jptn.v12n2.p172-186
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, 65(2), 81–93. https://doi.org/https://doi.org/10.1509/jmkg.65.2.81.18255
Dahmiri, Khalik, I., Kartika W.B, S., & Syafri, R. A. (2023). The Role of Brand Attachment in Shaping Trust, Satisfaction, and Loyalty Towards Mobile Banking Services. Proceedings of the 5th International Conference of Educational Science, ICONSEIR 2023, 30 November 2023, Medan, Indonesia, 1–8. https://doi.org/10.4108/eai.30-11-2023.2348202
Liu, F., Li, J., Mizerski, D., & Soh, H. (2012). Self-congruity, brand attitude, and brand loyalty: A study on luxury brands. European Journal of Marketing, 46(7), 922–937. https://doi.org/10.1108/03090561211230098
Mesra, B., Ferine, K. F., Astuti, D., & Sentosa, I. (2023). Website Quality, Social Media and Satisfaction on Choosing Decisions Private Universities. Trikonomika, 22(2), 93–99. https://doi.org/10.23969/trikonomika.v22i2.10349
Mesra, B., Surya, E. D., & Asman, M. S. (2024). The Impact of Customer Engagement on Loyalty Toward Halal Products : Mediating Role of Satisfaction. Society, 12(2), 631–642. https://doi.org/10.33019/society.v12i2.709
Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20–38. https://doi.org/https://doi.org/10.1177/002224299405800302
Nasution, M. D. T. P., & Azmin, A. A. (2018). Consumer acceptance of Trustworthy ecommerce: An extension of technology acceptance model. Academy of Strategic Management Journal, 17(6), 1–13. https://www.researchgate.net/profile/Muhammad-Nasution-12/publication/339776880_Consumer_Acceptance_of_Trustworthy_E-_Commerce_An_Extension_of_Technology_Acceptance_Model/links/5e63d8df299bf1744f678dab/Consumer-Acceptance-of-Trustworthy-E-Commerce-An-Exte
Ningsih, T. S., Nasution, M. D. T. P., & Robain, W. (2024). Brand Experience and Service Quality: Key Drivers of Customer Satisfaction in Gojek Apps. International Journal of Business, Law, and Education, 5(2), 2036–2047. https://doi.org/10.56442/ijble.v5i2.801
Nur, A., Cahyani, P. D., & Ningrum, N. K. (2024). Pengaruh Customer Engagement Terhadap Brand Loyalty Dengan Brand Attachment Dan Customer Trust Sebagai Variabel Intervening. Jurnal Manajemen Terapan Dan Keuangan (Mankeu), 13(4), 1092–1107. https://doi.org/https://doi.org/10.22437/jmk.v13i04.33270
Oetama, S., & Susanto, H. (2023). The Influence Of Brand Experience On Brand Loyalty Through Brand Satisfaction And Brand Trust In Indomie Mie In Sampit. International Journal of Science, Technology & Management, 4(1), 273–287. https://doi.org/https://doi.org/10.46729/ijstm.v4i1.755
Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63(4_suppl1), 33–44. https://doi.org/https://doi.org/10.1177/00222429990634s105
Pamungkas, D. A., & Ishak, A. (2023). Pengaruh Brand Experience, Brand Satisfaction, dan Brand Trust terhadap Brand Loyalty pada Pengguna Smartphone Xiaomi di Yogyakarta. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 02(01), 117–128. https://journal.uii.ac.id/selma/index
Park, C. W., Macinnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers. Journal of Marketing, 74(6), 1–17. https://doi.org/https://doi.org/10.1509/jmkg.74.6.1
Pebriyanti, R., Mintarsih, M., & Nur’aeni. (2024). Pengaruh Brand Awareness dan Brand Trust terhadap Brand Loyalty pada Produk Dana Pensiun Lembaga Keuangan di Bank BJB Kantor Cabang Majalaya. JSMA (Jurnal Sains Manajemen Dan Akuntansi), 16(1), 68–76. https://doi.org/10.37151/jsma.v16i1.168
Prameka, A. S., Do, B.-R., & Rofiq, A. (2016). How Brand Trust is Influenced by Perceived Value and Service Quality: Mediated by Hotel Customer Satisfaction. APMBA (Asia Pacific Management and Business Application); Vol 5, No 2 (2016)DO - 10.21776/Ub.Apmba.2016.005.02.2, 5(2), 73–88. https://doi.org/https://doi.org/10.21776/ub.apmba.2016.005.02.2
Ricadonna, N. A., Saifullah, M., & Prasetyoningrum, A. K. (2021). The Effect of Trust and Brand Image on Customer Retention with Customer Loyalty as Intervening Variables to Customers of Sharia Commercial Banks. Jurnal Keuangan Dan Perbankan, 25(2), 311–323. https://doi.org/10.26905/jkdp.v25i2.5145
Sabrina, Y. A., & Khoiriyah, S. (2011). Pengaruh brand personality pada brand trust, brand attachment, brand commitment, dan brand loyalty. Jurnal Bisnis Dan Ekonomi (JBE), 18(2), 114–125. https://www.unisbank.ac.id/ojs/index.php/fe3/article/view/2094
Sembiring, M. S., & Sembiring, S. M. R. (2023). Do customer knowledge and customer trust in IDIC affect bank customer retention? Evidence from Indonesia. Journal of Enterprise and Development (JED), 5(3), 535–552. https://doi.org/10.20414/jed.v5i3.7557
Shimul, A. S. (2022). Brand attachment: a review and future research. Journal of Brand Management, 29(4), 400–419. https://doi.org/10.1057/s41262-022-00279-5
Simarmata, B. T. (2019). MENGUKUR TINGKAT KEPUASAN NASABAH DENGAN NET PROMOTER SCORE PADA PT . BPD JAWA BARAT DAN BANTEN TBK CABANG MEDAN. Jurnal Ilmiah Skylandsea, 3(2), 257–264. https://www.politeknikmbp.ac.id/karya-ilmiah/dosen/category/53-volume-3-no-2.html
Siregar, N. (2020). Analysis of Discriminant Model on Marketing Mix Against the Decision of Buying Traditional Weaving Handicraft Products of Karo District. International Journal of Research and Review, 7(June), 192–201. www.ijrrjournal.com
Surya, E. D., & Saragih, M. G. (2020). Analysis of E-Service Quality To Customer Satisfaction With Perceived Value As Intervening Variable. International Journal For Innovative Research in Multidisciplinary Field, 6(2), 228–234. file:///C:/Users/YOGI/Downloads/IJIRMF202002039-1.pdf
Thomson, M., Macinnis, D., & Park, C. (2005). The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands. Journal of Consumer Psychology - J CONSUM PSYCHOL, 15(1), 77–91. https://doi.org/10.1207/s15327663jcp1501_10
Widodo, S. (2021). The effect of product quality, service quality and prices on consumer satisfaction of molivia cafe (case study on consumers of molivia cafe, jalan h.m. Joni, teladan timur, medan city). Enrichment: Journal of Management, 11(2), 619–633. enrichment: Journal of Management journal homepage: w
Widodo, S., Lubis, A. N., Lumbanraja, P., & Situmorang, S. H. (2023). Customer Engagement Analysis of Experiential Quality Through Destination Halal Authenticity Congruence (DHAC). The 3rd STIKOSA AWS International Conference on Media And Communication, 33, 51–64.
Refbacks
- There are currently no refbacks.
Copyright (c) 2025 Sayed Muhammad Hanif, Mesrab Mesrab
This work is licensed under a Creative Commons Attribution 4.0 International License.
______________________________________________________________________________________________
Journal of Research in Social Science And Humanities
Published by Utan Kayu Publishing
Email: jurnal.jrssh@gmail.com