Analisis Loyalitas Donatur dan Brand Trust: Studi pada YDSF Al-Falah Surabaya

Mohamad Anshori - Program Studi Manajemen, Universitas Nahdlatul Ulama Surabaya
Denis Karya - Program Studi Manajemen, Universitas Nahdlatul Ulama Surabaya
Azrida Rahmania - Program Studi Manajemen, Universitas Nahdlatul Ulama Surabaya
Rizki Elfita - Program Studi Akuntansi, Universitas Nahdlatul Ulama Surabaya

Abstract


In the last decade, the movement of the business and social world, especially the National Amil Zakat Agency (BAZNAS), has experienced rapid environmental changes. Rapid environmental changes require an institution to try to run its work program to continue to grow and develop so that its income does not decrease and can still achieve the predetermined target. If the institution can deal with environmental developments and competition quickly, then the institution will be successful. This study analyzes the effect of brand image, service quality, and donor religious commitment on brand trust and donor loyalty. The research method uses quantitative methods with a purposive sampling technique. The questionnaires were distributed through email and WhatsApp using a google form, which was distributed to 182 respondents within two weeks. The analysis in this study uses Partial Least Square (PLS). The results of this study are that there is a positive influence between brand image, service quality, and donor religious commitment to brand trust. Furthermore, brand image, service quality, and donor religious commitment positively influence donor loyalty

Keywords


Brand Image, Service Quality, Donor Religious Commitment, Brand trust, Donor Loyalty

References


Abdullah, Thamrin, & Tantri, Francis. (2012). Manajemen Pemasaran. Jakarta: PT. Raja Grafindo Persada.

Aeni, N., & Ekhsan, M. (2020). Pengaruh Brand Image terhadap Keputusan Pembelian yang dimediasi Brand Trust. Jesya (Jurnal Ekonomi & Ekonomi Syariah), 4(1), 377–386. https://doi.org/10.36778/jesya.v4i1.331

Anshori, M. Y. (2020). The Readiness of Nahdlatul Ulama Surabaya University (UNUSA) to Be the Centre of Development of Rahmatan Lil Alamin Entrepreneur (EnPlus). Business and Finance Journal, 5(1), 77–84. https://doi.org/10.33086/bfj.v5i1.1490

Chinomona, R. (2016). Brand Communication, Brand Image and Brand Trust as Antecedents of Brand Loyalty in Gauteng Province of South Africa. African Journal of Economic and Management Studies, 7(1), 124–139. https://doi.org/10.1108/AJEMS-03-2013-0031

Ghozali, I. (2016). Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.0. Semarang: Badan Penerbit Universitas diponegoro.

Ghozali, I., & Latan, H. (2014). Partial Squares Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.0. Semarang: Badan Penerbit Universitas diponegoro.

Hair, J. F., Hult, G. T., Ringle, C.M., Ringle, C. M., & Sarstedet, M. (2014). A Premier On Partial Least Squares Structural Equation Modeling (PLS-SEM). California: Sage Publication, Inc.

Handriana, T. (2016). Bentuk Loyalitas Donatur pada Organisasi Filantropi. Jurnal Manajemen Teori dan Terapan| Journal of Theory and Applied Management, 8(3), 165–182. https://doi.org/10.20473/jmtt.v8i3.2734

Hawkins, D. I., & Mothersbaugh, D. L. (2013). Consumer Behaviour (12th edition). McGrawHill.

Holly, H., Kim, S. S., Elliot, S., & Han, H. (2012). Conceptualizing Destination Brand Equity Dimensions from a Consumer-Based Brand Equity Perspective. Journal of Travel & Tourism Marketing, 29(4), 385–403. https://doi.org/10.1080/10548408.2012.674884

Hussain R., A., A., N., & Hussain Y.K. (2015). Service Quality and Customer Satisfaction of a UAE-Based Airline: An Empirical Investigation. Journal of Air Transport Management, Vol 42, 167–175. January 2015, https://doi.org/10.1016/j.jairtraman.2014.10.001

Karya, D. F. (2016). Analisis Kualitas Layanan dan Kepuasan Pengunjung Perpustakaan Kampus A Universitas Nahdlatul Ulama Surabaya (UNUSA). Business and Finance Journal, 1 (2), 87–100. https://doi.org/10.33086/bfj.v1i2.280

Karya, D. F. (2020). Customer Loyalty Perspective Developed from Customer Commitment. Journal of Advanced Management and Business, 1(1), 20–26. https://doi.org/10.37802/jamb.v1i1.61

Kotler, P., & Keller., K. L. (2013). Marketing Management Global Edition. 15th Edition. Pearson.

Kotler, Philip, K. L. Keller. (2012). Marketing Management (14th Edition). United States of America : Pearson.

Kwan Soo Shin, S., Amenuvor, F. E., Basilisco, R., & Owusu-Antwi, K. (2019). Brand Trust and Brand Loyalty: A Moderation and Mediation Perspective. Current Journal of Applied Science and Technology, 1–17. https://doi.org/10.9734/cjast/2019/v38i430376

Lovelock, C., & Wirtz, J. (2011). Service Marketing: People, Technology, Strategy (7th edition). Pearson.

Mahanani, P., & Karya, D. F. (2016). Loyalitas Pasien Rawat Inap Melalui Layanan BPJS Kesehatan (Studi pada RSI Jemursari Surabaya). Business and Finance Journal, 1(1), 1–10. https://doi.org/10.33086/bfj.v1i1.266

Marliawati, A., & Cahyaningdyah, D. (2020). Impacts the Brand of Experience and Brand Image on Brand Loyalty: Mediators Brand of Trust. Management Analysis Journal, Vol. 9, Issue 2, http://maj.unnes.ac.id

Noor, M. F. (2014). Pengaruh Brand Image dan Brand Trust terhadap Brand Loyalty King Thai Tea Bandung. Jurnal Riset Manajemen, 3(2). https://doi.org/https://doi.org/10.17509/image.v3i2.1121

O’Sullivan, E., Rassel, G., Berner, M., & Taliaferro, J. (2016). Research Methods for Public Administrators. Routledge. https://doi.org/10.4324/9781315563534

Rodiques, Y., & Rahanatha, G. B. (2018). Peran Brand Trust Memediasi Hubungan Brand Image dengan Brand Loyalty (Studi Pada Konsumen iPhone di Kota Denpasar). E-Jurnal Manajemen Universitas Udayana, 7(3), 1310. https://doi.org/10.24843/ejmunud.2018.v7.i03.p07

Şahin, A., Zehir, C., & Kitapçi, H. (2011). The Effects of Brand Experiences, Trust and Satisfaction On Building Brand Loyalty; An Empirical Research on Global Brands. Procedia - Social and Behavioral Sciences, 24, 1288–1301. https://doi.org/10.1016/j.sbspro.2011.09.143

Sumaedi, S., Bakti, I. G. M. Y., Rakhmawati, T., J., N., Astrini, Widianti, T., & Yarmen, M. (2014). The Empirical Study on Patient Loyalty: The Role of Trust, Perceived Value, and Satisfaction (A Case Study from Bekasi, Indonesia). Clinical Governance: An International Journal, Vol. 19 No. 3, pp. 269-283. https://doi.org/10.1108/CGIJ-04-2014-0018

Verriana, R. I., & Anshori, M. Y. (2018). Pengaruh Kualitas Layanan (Service Quality) terhadap Loyalitas Melalui Kepuasan pada Mahasiswa Universitas NU Surabaya. Accounting and Management Journal, 1(1), 63–79. https://doi.org/10.33086/amj.v1i1.73




DOI: https://doi.org/10.34149/jmbr.v19i2.316

Citation Format:


Indexing

JMBR Editorial Office: PPM School of Management, Jl. Menteng Raya 9-19 Jakarta 10340 Phone: 021-2300313 ext 2354

View My Stats

License

JMBR is using CC BY License

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.