IDEAS home Printed from https://ideas.repec.org/a/apb/jabsss/2015p8-13.html
   My bibliography  Save this article

The impact of brand trust on brand loyalty mediated by customer satisfaction: Case of Tokobagus.com (now OLX.co.id)

Author

Listed:
  • Rizky Saputra

    (Telkom University (Tel-U), Jl. Telekomunikasi no. 1, Terusan Buah Batu, Bandung, West Java 40257, INDONESIA)

  • Citra K. Dewi

    (Telkom University (Tel-U), Jl. Telekomunikasi no. 1, Terusan Buah Batu, Bandung, West Java 40257, INDONESIA)

Abstract

Visiting stores as the conventional way of shopping has been modernized into an online shopping trend. In fact, the emergence of numerous e-commerce sites leads to an interesting and needs-to-be-anticipated competition. Tokobagus.com (now OLX.co.id), a leading online shopping website in Indonesia with the highest visitors traffic, needs to sustain its position by implementing a good strategy and employing necessary factors in its business, i.e.brand trust, customer satisfaction and brand loyalty. These are required to boost profits and sustain the business within the tight competition. This study is conducted as a causal-associative research by using a quantitative approach. One hundred respondents are surveyed through online questionnaires with a convenience sampling. Their responses are analyzed by using descriptive and path analyses. The results show that the brand trust of Tokobagus.com is high, meaning that consumers are satisfied with the business. In parallel, the brand loyalty is high. In fact, brand trust directly affects customer satisfaction, while customer satisfaction directly affects brand loyalty. In addition, brand trust directly affects brand loyalty and, indirectly, brand trust affects brand loyalty with customer satisfaction as a mediating factor.

Suggested Citation

  • Rizky Saputra & Citra K. Dewi, 2015. "The impact of brand trust on brand loyalty mediated by customer satisfaction: Case of Tokobagus.com (now OLX.co.id)," Journal of Administrative and Business Studies, Professor Dr. Usman Raja, vol. 1(1), pages 8-13.
  • Handle: RePEc:apb:jabsss:2015:p:8-13
    DOI: 10.20474/jabs-1.1.2
    as

    Download full text from publisher

    File URL: https://tafpublications.com/platform/Articles/full-jabs2
    Download Restriction: no

    File URL: https://tafpublications.com/gip_content/paper/jabs-1.1.2.pdf
    Download Restriction: no

    File URL: https://libkey.io/10.20474/jabs-1.1.2?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Meyvis, Tom & Janiszewski, Chris, 2002. "Consumers' Beliefs about Product Benefits: The Effect of Obviously Irrelevant Product Information," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(4), pages 618-635, March.
    2. Ward, James C & Reingen, Peter H, 1990. "Sociocognitive Analysis of Group Decision Making among Consumers," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(3), pages 245-262, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Howard Stribbell & Somsit Duangekanong, 2022. "Satisfaction as a key antecedent for word of mouth and an essential mediator for service quality and brand trust in international education," Palgrave Communications, Palgrave Macmillan, vol. 9(1), pages 1-11, December.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Luigi Tronca & Marco Carradore, 2023. "Forme di capitale e fedelt? alle marche in Italia al tempo della pandemia di covid-19," ECONOMIA E SOCIET? REGIONALE, FrancoAngeli Editore, vol. 2023(1), pages 97-115.
    2. Heribert Gierl & Tina Großmann, 2008. "Imply-Benefit-Attribute im Bereich häufig gekaufter Konsumgüter," Schmalenbach Journal of Business Research, Springer, vol. 60(4), pages 355-384, June.
    3. Posavac, Steven S. & Kardes, Frank R. & Josko Brakus, J., 2010. "Focus induced tunnel vision in managerial judgment and decision making: The peril and the antidote," Organizational Behavior and Human Decision Processes, Elsevier, vol. 113(2), pages 102-111, November.
    4. Demont, Matty & Rutsaert, Pieter & Ndour, Maimouna & Verbeke, Wim & Seck, Papa Abdoulaye & Tollens, Eric, 2012. "Experimental auctions, collective induction and choice shift: Willingness-to-pay for rice quality in Senegal," 2012 Conference, August 18-24, 2012, Foz do Iguacu, Brazil 126861, International Association of Agricultural Economists.
    5. Henderson, Geraldine R. & Iacobucci, Dawn & Calder, Bobby J., 1998. "Brand diagnostics: Mapping branding effects using consumer associative networks," European Journal of Operational Research, Elsevier, vol. 111(2), pages 306-327, December.
    6. H. Bodur & Ting Gao & Bianca Grohmann, 2014. "The Ethical Attribute Stigma: Understanding When Ethical Attributes Improve Consumer Responses to Product Evaluations," Journal of Business Ethics, Springer, vol. 122(1), pages 167-177, June.
    7. Miljkovic, Dragan & Gong, Jian & Lehrke, Linda, 2009. "The Effects of Trivial Attributes on Choice of Food Products," Agricultural and Resource Economics Review, Cambridge University Press, vol. 38(2), pages 142-152, October.
    8. Ehsan Fansuree Surin & Oswald Timothy Edward & Nurul Naziha Zuhir & Adli Khusman Abu & Noor Wahida Ashaari & Hayati Mardhiah Shuib, 2024. "The nature of the relationship between service quality and customer satisfaction among mobile users: Experience from Malaysia," Information Management and Business Review, AMH International, vol. 16(1), pages 195-203.
    9. Katharina Dowling & Daniel Guhl & Daniel Klapper & Martin Spann & Lucas Stich & Narine Yegoryan, 2020. "Behavioral biases in marketing," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 449-477, May.
    10. Marco Guerzoni & Massimiliano Nuccio, 2014. "Music consumption at the dawn of the music industry: the rise of a cultural fad," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 38(2), pages 145-171, May.
    11. Amna Javed & Shazaib Khan, 2014. "Consumer perception of brand trust online of clothing in Karachi: A case study of Gul Ahmed," Journal of Management Sciences, Geist Science, Iqra University, Faculty of Business Administration, vol. 1(1), pages 61-72, March.
    12. Barré, Germain, 2012. "L' « esquive » du politique des jeunes français et sa relation avec le conformisme dans la sphère privée (étude empirique)," Economics Thesis from University Paris Dauphine, Paris Dauphine University, number 123456789/9781 edited by Lazega, Emmanuel.
    13. Michael J. Barone & Thomas E. DeCarlo, 2003. "Emerging Forms of Competitive Advantage: Implications for Agricultural Producers," Center for Agricultural and Rural Development (CARD) Publications 03-mrp5, Center for Agricultural and Rural Development (CARD) at Iowa State University.
    14. Ilicic, Jasmina & Webster, Cynthia M., 2013. "Celebrity co-branding partners as irrelevant brand information in advertisements," Journal of Business Research, Elsevier, vol. 66(7), pages 941-947.
    15. Vera Herédia-Colaço & Rita Coelho do Vale & Sofia B. Villas-Boas, 2019. "Does Fair Trade Breed Contempt? A Cross-Country Examination on the Moderating Role of Brand Familiarity and Consumer Expertise on Product Evaluation," Journal of Business Ethics, Springer, vol. 156(3), pages 737-758, May.
    16. Pescher, Christian & Spann, Martin, 2014. "Relevance of actors in bridging positions for product-related information diffusion," Journal of Business Research, Elsevier, vol. 67(8), pages 1630-1637.
    17. Darren W Dahl & Eileen Fischer & Gita V Johar & Vicki G Morwitz, 2017. "Making Sense from (Apparent) Senselessness: The JCR Lens," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(4), pages 719-723.
    18. Debra Riley & Peter Martins da Silva & Sabrina Behr, 2015. "The Impact of Packaging Design on Health Product Perceptions," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(1), pages 81-89, July.
    19. Goodarzi, Shadi & Masini, Andrea & Aflaki, Sam & Fahimnia, Behnam, 2021. "Right information at the right time: Reevaluating the attitude–behavior gap in environmental technology adoption," International Journal of Production Economics, Elsevier, vol. 242(C).
    20. Lunn, Pete & Bohacek, Marek & McGowan, Feidhlim, 2016. "The Surplus Identification Task and Limits to Multi-Attribute Consumer Choice," Papers WP536, Economic and Social Research Institute (ESRI).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:apb:jabsss:2015:p:8-13. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Professor Dr. Usman Raja (email available below). General contact details of provider: https://tafpublications.com/platform/published_papers/9 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.