The Role of Brand Equity, Brand Authenticity, Brand Trust to Increase Customer Satisfaction

Authors

DOI:

https://doi.org/10.29408/jpek.v8i1.25144

Keywords:

Brand Experience, Brand Authenticity, Brand Equity, Brand Trust, Customer Satisfaction

Abstract

This study aims to analyze the effect of the relationship between brand experience, brand authenticity, brand equity, brand trust, and customer satisfaction in Generation Y and Z shoe footwear. This study uses a quantitative approach method using a purposive sampling technique, resulting in 177 samples supported by structural Equation Modeling (SEM) and analyzed through AMOS Graphics 24 software. The results of the analysis show that brand authenticity has a significant negative effect on customer satisfaction. Brand experience on brand authenticity has a significant positive impact. Brand experience and relationships have a significant positive effect on customer satisfaction. The relationship between brand experience has a significant positive effect on brand equity. The impact of brand authenticity on brand trust has a significant positive effect. The relationship between brand authenticity and customer satisfaction directly impacts customer satisfaction because it has a significant negative effect, meaning that brand authenticity can have a positive and negative impact based on customer satisfaction.

Author Biography

Endy Gunanto Marsasi, Universitas Islam Indonesia

Dr. Endy Gunanto Marsasi, MM

Adalah Dosen manajemen pemasaran di Fakultas Bisnis dan Ekonomika Iniversitas Islam Indonesia (FBE UII). Menyelesaikan pendidikan S1 (UGM) di tahun 1995,  dan S2 dari program Magister Manjemen FEB Universitas Gadjah Mada pada tahun 1998, dan menyelesaikan pendidikan Doktor ilmu Manajemen dengan konsentrasi pemasaran di  FEB Universitas Gadjah Mada pada tahun 2010. Saat ini penulis mengajar untuk tingkat sarjana dan Magister Manajemen Fakultas Bisnis dan  Ekonomika UII untuk mata kuliah konsentrasi pemasaran. Penulis juga menjabat sebagai pengurus Indonesia Marketing Asosiasi (IMA) kebidangan sertifikasi dan akademik untuk chapter Sleman 2019-2021 dan 2022-2024, dan dipercaya sebagai menjadi Dewan pengawas corporate pada salah satu perusahaan skala nasional. Penulis dipercaya sebagai ketua pengembangan kurikulum dan pelaksanaan Sekolah Manajer sebagai program pendukung Magister Manajemen MM FBE UII dengan peserta kalangan UMKM skala menengah ke atas. Beberapa tulisan di jurnal internasional dan nasional terakreditasi pernah dilakukan, dan menjadi reviewer pada beberapa jurnal.Saat ini penulis aktif melakukan penelitian di bidang perilaku konsumen yang berkaitan perkembangan perilaku pasar di era revolusi industri 4.0. Pengakuan sebagai peneliti dapat dikonfirmasi dari beberapa ID yang dimiliki yakni Id Sinta : 6805327;Id Google Scholar: jbFhpvIAAAAJ; Id Scopus: 57224778678; Id Researcher (WOS):  GQA-4768-2022; Id Garuda : 3306613; Id Orchid: https://orcid.org/0000-0002-4130-7645

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2024-04-01

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