THE INFLUENCE OF BRQ AND BRAND LOVE ON REPURCHASE INTENTION AND WOM IN LOCAL FOOD
DOI:
https://doi.org/10.35794/jmbi.v10i1.47677Abstract
This study focuses on the effect of brand love and brand relationship quality on repurchase intention and positive word-of-mouth (WOM) for local food brands in Indonesia. Although some industries, including the food and beverage industry, continued to grow during the COVID-19 pandemic, local food brands face challenges in competing with foreign brands that dominate the industry. To sustain profit and compete effectively, local food brands need to have a competitive and creative strategy, such as building brand strength. Brand strength can be developed through building brand-consumer relationships, which are measured by brand relationship quality and brand love. Brand Relationship Quality (BRQ) is an emotional bond that develops between consumers and their preferred brands over time. It encompasses three dimensions: trust, satisfaction, and commitment. BRQ is built on the concepts of brand trust, satisfaction, and commitment, which are all crucial for building strong and lasting brand-consumer relationships. Brand love, on the other hand, is defined as the degree of emotional attachment of a consumer to a brand. It is measured by passion for the brand, attachment to the brand, positive evaluation of the brand, positive emotions in response to the brand, and expressions of love for the brand. Brand love has a positive impact on WOM and repurchase intention. This study aims to evaluate the significance of brand love and brand relationship quality in building brand loyalty for local food brands. The findings of this study will provide insights for local food brands to build and maintain strong relationships with their consumers, leading to sustained profit and competitiveness in the industry.
References
Akrout, H., & Nagy, G. 2018. Trust and commitment within a virtual brand community: The mediating role of brand relationship quality. Information & Management, 55(8), 939-955.
Arief. M. A. 2020. Kuartal III/2020, Sektor Makanan & Minuman Jadi Penggerak Utama Industri Pengolahan. https://ekonomi.bisnis.com/read/20200805/257/1275601/kuartal-iii2020-sektor-makanan-minuman-jadi-penggerak-utama-industri-pengolahan. Di akses tgl 29 September 2021
Bayu. J.D. 2021. Daya Tahan Industri Makanan dan Minuman di Masa Pandemi Covid-19. https://katadata.co.id/ariayudhistira/analisisdata/6108e72a74512/daya-tahan-industri-makanan-dan-minuman-di-masa-pandemi-covid-19. Di akses tgl 29 September 2021
Chen, Y. S., Tso-Jen, C., & Lin, C. C. 2016. The analyses of purchasing decisions and brand loyalty for Smartphone consumers. Open Journal of Social Sciences, 4(7), 108-116.
Cho, E., & Hwang, J. (2020). Drivers of consumer-based brand equity: a two-country analysis of perceived brand origin and identity expressiveness. International Marketing Review, 37(2), 241-259.
Dam, T. C. (2020). The Effect of Brand Image, Brand Love on Brand Commitment and Positive Word-of-Mouth. The Journal of Asian Finance, Economics, and Business, 7(11), 449-457.
Ferreira, P., Rodrigues, P., & Rodrigues, P. (2019). Brand love as mediator of the brand experience-satisfaction-loyalty relationship in a retail fashion brand.
Ghorbanzadeh, D., & Rahehagh, A. (2020). Emotional brand attachment and brand love: the emotional bridges in the process of transition from satisfaction to loyalty. Rajagiri Management Journal.
Giovanis, A., & Athanasopoulou, P. 2018. Understanding lovemark brands: Dimensions and effect on Brand loyalty in high-technology products. Spanish journal of marketing-ESIC.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis: Pearson new international edition. Pearson Higher Ed.
Kotler, P., & Amstrong, G. (2018). Principles of Marketing. In Principles of
Marketing (edisi 17 ed.). United Kingdom: Pearson Education.
Leavy, P. (2017). Research Design : Quantitative, Qualitative, Mixed Methods, Arts-Based, and Community-Based Participatory Research Approaches. The Guilford Press : New York
Lemy, D. M., Bernarto, I., & Tulung, J. E. (2013). Pengaruh Bauran Komunikasi Pemasaran Jasa Terhadap Proses Pengambilan Keputusan Mahasiswa Memilih Perguruan Tinggi Swasta di Sulawesi Utara. Jurnal Manajemen: Derema
Lo, A. S., Im, H. H., Chen, Y., & Qu, H. 2017. Building brand relationship quality among hotel loyalty program members. International journal of contemporary hospitality management.
Melisa, P., L. Mandey, S., & Hasan Jan, A. (2020). Analisis Pengaruh Promosi, Inovasi Produk Dan Citra Perusahaan Terhadap Keputusan Pembelian Melalui Perceived Value (Studi Kasus Pada Milenial Yang Menggunakan Maskapai Garuda Indonesia). JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi)., 7(3). doi:https://doi.org/10.35794/jmbi.v7i3.31515
Pusat data dan informasi Kementrian Perindustrian dan Perdagangan. 2020. Analisis Perkembangan Industri Pengolahan Non Migas Indonesia Edisi IV Triwulan III - 2020. https://kemenperin.go.id/download/25489/Laporan-Analisis-Perkembangan-Industri-Edisi-IV-2020. Di akses tgl 29 September 2021
Sekaran,U. & Bougie, R.J. (2016). Research Methods for Business: A Skill Building Approach. United Kingdom: John Wiley and Sons Ltd
Wardhana, A. 2021. The Impacts of Brand Image, Brand Love, and Brand Trust on Brand Loyalty: Case Study on Coffee Drinks. In 18th International Symposium on Management (INSYMA 2021) (pp. 164-168). Atlantis Press.
Wardhana, A., & Susilawaty, L. 2021. The Impact of Consumer-Brand Engagement on Smartphone’s Brand Loyalty in Indonesia. In Ninth International Conference on Entrepreneurship and Business Management (ICEBM 2020) (pp. 131-134). Atlantis Press.
Wardhana, A., & Sunara, T. A. (2022). Analisis faktor yang mempengaruhi brand love pada generasi Z Indonesia. Managament Insight: Jurnal Ilmiah Manajemen, 17(1), 1-8.
Wardhana, A., & Tera, S. S. (2020). Pengaruh brand passion, brand commitment dan brand intimacy terhadap repurchase intention, positive WOM dan pay price premium. Business Management Journal, 16(1), 7.
Zhang, S., Peng, M. Y. P., Peng, Y., Zhang, Y., Ren, G., & Chen, C. C. (2020). Expressive brand relationship, brand love, and brand loyalty for tablet pcs: Building a sustainable brand. Frontiers in psychology, 11, 231.
