38
and Morris 2001, research proof that brand trust has a positive effect to the commitment of customers form.
Previously, Garbarino and Johnson 1999: 73 in support of what has been done by Morgan and Hunt 1999: trust is precursor of
commitment, because commitment involves potential vulnerability and sacrifice, it follows that people are unlikely to be commitment unless you
already established. The research of Li 2010: 30 conducted on the basis of return
research of Cacers and Paparoidamis 2007 revealed that from the results of his research found that trust has significantly effect the commitment .
The same was done by Casalo, et. Al. 2011: 202 taking the hypothesis of the research results Farelly and Quester, 2003: greater
levels of trust improve the level of commitment to a given relationship, and also results of Bauer 2002 related with the online shopping, which
States Trust has a positive influence on its committed to the relationship with the website.
C. Framework
Brand is the identity of a company who can tell the difference with other companies. The identity that will be assessed by an external party in
this case the users of the products resulting from such companies, either individual consumers, company or corporate. Brand is the identity of a
company who can tell the difference with other companies. The identity
39
that will be assessed by an external party in this case the users of the products resulting from such companies, either individual consumers,
company or corporate. A positive or negative assessment will depend on the extent to
which companies give more value compared to the costs incurred by the users of the resulting products of the company. This is called the
evaluation with the customer perceived value. A positive perceived value depends on the extent to which the brand shows its reputation in this case
conformity between the quality product produced than sacrifice price, time, and effort are issued to obtain these products. Likewise negative
assessments will appear if the brand does not represent the company to meet the needs and wants as well as expectation from the user.
The reputation of the brand is rated positive will generate trust among users customers to make deals or recurring giving a positive
assessment by encouraging other users to make a purchase. Confidence will also give a positive impact to the level of
commitment Commitment users of the products and services produced goods represented by brand brand, a commitment is characterized by
several things, including the recurring purchases, promotion of other users as well as a high loyalty of the use of the brand.
If the connection between the variable pattern is described based on understanding of each variable so it can be seen the research model as
follows :
40
Image 2.1 Research model based on
Each Variable definition
Various earlier researches that illustrate the linkages between variables based on the results of previous findings as outlined above can
be described in a research model as follows:
Customer Perceived
Value
Customer ’s
Commitment
Brand Reputation
Consumer ’s
Trust
Perfor manc
Intani ble
Value Percei
ved
Integrit y and
Good will
Norm ative
Affect ive
Ching-Hsien, et.al 2002,
Pinson 2012 Mohammad,
2012, Donney
Connond 1997,
Jarvenpa Tractinsky
Gustafsson, Johnson dan
Roos 2005 Walter, et.al
2002, 6 berdasarkan
Gundlach, Achrol dan
Mentzer
Ching- Hsien,
et.al 2002,
Mohamm ad,
2012,
41
Image 2.2 Research Model based on previous researchers
C C
u u
s s
t t
o o
m m
e e
r r
P P
e e
r r
c c
e e
i i
v v
e e
d d
V V
a a
l l
u u
e e
C C
u u
s s
t t
o o
m m
e e
r r
’ ’
s s
C C
o o
m m
m m
i i
t t
m m
e e
n n
t t
B B
r r
a a
n n
d d
R R
e e
p p
u u
t t
a a
t t
i i
o o
n n
C C
o o
n n
s s
u u
m m
e e
r r
’ ’
s s
T T
r r
u u
s s
t t
Li and Patric 2010, Eukuru
and Matt 2008
MorganHunt 1994, Jian2001,
FarrellyCuester2003
Anderson 1994, Lacey 2006, Caurana dan
Sirdeshmu kh, et.al
2002, Carver and
Scheier
DonneyC anon2007
, Afzal, et.al2011
42
Based on both models above can be composed of an image frame of research Linkages Grand Theory, Middle Range Theory, and Applied
Theory as seen in the following image:
Image 2.3 Framework
CONSUMER TRUST
Exchange integrity Degree of
confidence Goodwill
Willingness Feeling about
satisfaction Feeling about
certainty
COSTUMER COMMITMENT
Customer retention Repurchase
intention Staying intention
Enduring attitude Desire to particular
brand Desire to maintain
membership
PERCEIVED VALUE
Total value Total cost
Judgment quality Monetary value
Trade off benefit
and cost Service quality
Professionalism Price fairness
BRAND REPUTATION
Company performance
Rating in a community
Consequence of a collective measure
of truth worthiness based on referrals
Forward benefit
43
D. Hypothesis
