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No. Image
Brand Rank
Top Brand
8. Samsung
2.6
9. Axio
2.4
10. Sony
Vaio 2.3.
Source: Frountier 2015 The business competition process is increasingly
sharpening, consumer preferences and behavior change; information technology develops rapidly in business to
focus on higher response to customer satisfaction. Brand competition of PC today is increasingly competitive,
manufacturers are trying to meet needs and wants of consumers by offering a variety of products with a lot of
choices based on specifications, color, size and price. An increasingly greater bargaining power of consumer
encourages every company to put its orientation on customer satisfaction as their primary goal. Type or
brand is a name of a product released by a company. Laptops such as HP, Compaq, Lenovo, Sony Vaio, Dell,
Apple, Asus, Axio, Acer, Samsung and Toshiba are some brands with quality and good name in
development laptop products. Table 1 shows the position of the best laptop brand name of 2014. Laptop
of Apple brand occupies position 1. The Apple brand has prestige value because it has a clear positioning in
the eyes of consumer. Consumers frequently associate the brand as a user friendly, educational, fun, desktop
publishing, friendly, Ipod, cool graphics, creative Research on consumer behavior is more interesting to
study because it will be never lack of idea continuing to grow and more and more interesting. Consumer
behavior includes all activities of buyers, former buyers and potential buyers from prepurchase to postpurchase,
from start to buy until stop to eat. Customer satisfaction is ones feelings after he or she compared level of
satisfaction he actually perceived and the expected satisfaction. So, customers can experience one of three
levels of general satisfaction. If the satisfaction is lower than expected one, they will be disappointed; if the
satisfaction is similar with expectation, they will be satisfied; and if it exceeds the expectation, they will be
very satisfied Kotler and Keller 2006. While, brand loyalty is something important for company because
brand loyalty can be defined as future sales. In order to gain loyalty in todays market, marketers should focus
on establishment and maintenance of consumer
confidence in their brand. Brand trust is a consumer’s confidence that a brand they want is reliable and
provide guarantee of no harm to them. Experience about a brand will be formed because of the satisfaction that,
in turn, will create trust in a brand. Brand trust is very dominant factors to a role and
enhance of consumer loyalty with a specific brand. According to Ferrinadewi 2008
consumer’s trust to a brand can be obtained product if a marketer create and
maintenance a positive emotional relationship with consumer. This positive emotional relationship should
be long term develop, but it should be consistently and persistently. An on going maintained trust will generate
loyalty. Marketers must be able to create consumer trust in a brand to create loyalty, because consumer loyalty to
a brand can not be descript without consumer’s trust in the brand. Based on the background to the research, this
study is to examine mediating effect of brand commitment to enhance brand experience and brand
loyalty.
THEORETICAL BACKGROUND
BRAND COMMITMENT
Morgan and Hunt 1994 Defines commitment as an enduring desire to maintain a value of relationship.
Delgado-Ballester and Aleman 2001 States that trust is a variable mediating relationship between satisfaction
and commitment. Morethere, the meaning that if level of satisfaction with a brand cannot make a consumer to
be committed directly to use the brand, but commitment can through a high level trust based on experience while
using the branded product. The high level of brand satisfaction and accompanied by trust of the consumer
in the brand it will encourage people to a commitment. Hess and Story 2005 Investigate a correlation of
consumer satisfaction and commitment in retail services.
The research shown if consumers’ satisfaction exceeded their expectations, they will have a repeat buying.
Customer satisfaction is not enough, but the level of consumer trust in a brand will establish a commitment
to the brand friendly. Customer satisfaction exceeds expectation; it creates a construct of trust in quality of
service perceived. Sahin et al. 2011 Investigates brand trust, brand
experience and brand satisfaction to enhance brand loyalty. Eric Aysel et al. 2012 argued that a brand
satisfaction and brand trust is a reflect on affective commitment. The affective commitment is presented a
repurchase intention and loyalty. However, direct effect of commitment on the repurchase intention to achieve
brand loyalty not supported. Furthermore, Sahin et al. 2013 investigate a brand trust is a mediating variable
of relationship between satisfaction and commitment. The results of this study indicated that the higher
satisfaction of a partial will shape trust to enhance commitment.
BRAND EXPERIENCE
The 2015 International Conference of Management Sciences ICoMS 2015, April 23,UMY,Indonesia The 2015 86
Brand experience can define personal activities to response a product or service. The partial experience
involves is all individual activities. For example, a marketers need to develop and control environment
situation for customer and what the achieve customer activities. In generally study, the experience is not
generated
on personality
but it
is persuate,
psychologically. We explain experience is something that had a happened unintention. Brand experiential can
explain on ten involve elements of sensory, emotional, cognitive, behavioral and relational values and a
functional value. In this study, brand only a intangible activities, but also tangible Schmitt 1999.
The concept of brand experienceis can reflect an affective, cognition, and behavioral response and
supporting on brand associated with in a design, brand identity, labelling, communication, and environment
Brakus et al. 2009. Brand experience emphasizes experiences of customers subjectively Brakus et al.
2009, while emotional attachment to brands explains emotional attachment of customers. There has only
research combining these two concepts in a more comprehensive model to explain consumer brand
loyalty.
Brand Satisfaction
Satisfaction is a customer’s feedback on fulfill of their expectation. Its means judging that uniqueness of a
good or service provide categories of associated with the fulfillment of needs a lower level of fulfill than
expected one or a fulfill that is exceeding expectation. Oliver 1999 argued that a satisfaction is an assessment
of consumer on product or service label that are managed to provide and fulfill a good categories, either
lower or higher than expected. The affective experience approach that a categories of satisfaction affected by
positive and negative perceived by a customers related to using goods and services after a purchase intention
Hasan 2008. Satisfaction is a defined an affective response of buying situation. Satisfaction is a positive
reaction by a previous experience, because satisfaction is derived from attitudes formed as part of previous
experience.
Brand Trust
Luarn and Lin 2003 Studies described trust is a specific belief in integrity, and competency. Trust in a
brand is willingness to belief in the brand at all costs because of existing hope promised by the brand in
delivering positive outcomes for consumers. Trust of brand has a aspects guiding consumers in a decision
making to product buying. Brand trust is a willingness of consumers to belief in the brand at all risks, because
there is a hope the brand to give a positive value Lau and Lee 1999.
Furthermore, in this study we investigation on study Lau and Lee 1999 that the brand trust is an antecedent
of brand
loyalty. Brand
characteristics, firm
characteristics, and brand-consumer characteristics value on brand trust. Thus, to create a loyalty,
manufactures must develop consumer loyalty. The many study stated that the brand trust significantly affects
brand loyalty. The result is supported by previous findings Morgan and Hunt 1994 namely trust creates
an exchange relationship between brands and customers. A study of Hee Jung and Myung Soo 2012 found that
brand trust not effect on brand loyalty.
Brand Loyalty
Brand loyalty can be measure of customer association to usefull by a brand product evaluation. Brand loyalty is
commitment of customer to a given brand product from the loyalty of a positive attitude toward the brand
Morgan and Hunt 1994. Aaker 1997 explained brand loyalty is a measure consumer attrractiveness with a
brand. The measurement brand describes a possibility that a loyal customer will not easily switch to another
brand although whatever happens with the brand. This means that the higher loyalty of a customer loyalty to a
brand, the reduced vulnerability of the customer group from threat and attack of competitor. According to
Aaker 1997 brand loyalty can be divided into several levels, :
1.
Switcher is
defined as basic loyalty because a customer often makes brand shift and tend to be
customer with lack of loyalty. Such customers are characterized by brands product purchasing.
2.
Habitual Buyer
is meant a customer who makes a purchase based on habit due to the level of loyalty
measured is an element of satisfaction with the product brand.
3.
Satisfied buyer
is defined as a customer of brand who is satisfied with the switching costs providing
substantial benefits to compensate. 4.
Likes the brand is
interpreted as a buyer who loves a brand because of emotional touch. A brand is
associated as a symbol, impression of high quality and range of experience that is perceived
personally or by other relatives.
5.
Committed buyer
is defined as a buyer who has pride when using a particular brand. Buyer with
category of this level is more emphasizing on expressive aspect in which a brand can illustrate
the suitability with self.
CONCEPTUAL MODEL AND HYPOTHESIS DEVELOPMENT
Relationship of
Brand experience
on Brand
commitment
Brand experience is a conceptual, cognition, and behavioral response that associated of a design and
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identity, labelling, communication, and environment Brakus et al. 2009. Hee Jung and Myung Soo 2012
Described brand experience as a affected significantly on brand commitment. The findings shown affective
brand experience and behavioral brand experience has a positive effect on brand commitment. It means that
when a consumer experience in both perceived knowledge and behavior with the needs and
expectations, to commit a used a brand. Based on literature review and previous study, we proposes
Hypothesis 1: the higher brand experience, the higher brand commitment.
Relationship of Brand trust and Brand Commitment
The effort of brand commitment cannot be separated from
cognitive and
affective aspects.
Brand commitment is a ability a consumers to commit and to
leave a brand. Delgado-Ballester and Aleman 2001 Explained that brand trust is affecting on brand
commitment. Chaudhuri
and Holbrook
2002 Described that a relational exchange and analysis for
determining the role of brand trust and brand effect on brand commitment. The findings showed the brand trust
affects on brand commitment, to improve performance of the brand.
The similar study, Sanchez-Franco 2009 suggesting that brand trust had positive effect on brand
commitment. Moreover, Munyaradzi W. Nyadzayo et al. 2014 described a relationship of brand commitment
significant affecting on brand image. This shows that confidence of an individual on experience with a brand
would create a positive image. Since as we know that an image can be interpreted as a combination of a number
of thoughts, associations an individual relationship with a product, brand, company, or even a person. Brand
image is always associated with the trust of expectation of creating a corporate reputation. The findings were
consistent with Erkmen and Hancer 2015 that brand trust has effect on brand commitment. It means that
when an individual has trust in a brand, customer will develop trust to commit. Trust is a strong predictor in
determining on commitment. Customers who already have trust, they will have commit, a higher of brand
loyalty. Based on literature review and previous study, we proposes
Hypothesis2: The higher brand trust, the higher brand commitment.
Relationship
Brand Satisfaction
to Brand
Commitment
Delgado-Ballester and Aleman 2001 Investigate trust is a variable mediating a relationship between
satisfaction and commitment. It means that satisfaction cannot be perceived direct by consumer, and then brand
use commitment through a high trust based on experience. Sanchez-Franco 2009 Found that brand
satisfaction had positive effect on brand commitment. Based on literature review and previous study, we
proposes
Hypothesis3: The higher brand satisfaction, the higher brand commitment
Relationship of Brand satisfaction and and Brand trust
Delgado-Ballester and Aleman 2001 Investigate the positive impact of customer satisfaction on brand trust.
The similar studies indicate that found brand satisfaction on brand trust Sanchez-Franco 2009.
Asadollahi et al. 2012 explain brand satisfaction had effect on brand trust. It means that an individual who is
satisfied with a brand to brand trust. Based on literature review and previous study, we proposes
Hypothesis 4: The higher brand satisfaction, the higher brands trust.
Relationship Between Brand Commitment and Brand loyalty
Brand loyalty can be created if customers develop brand trust Ferrinadewi 2008. Customer trust will be created
if customer using experience on the brand. Tsai 2011 Suggested that antecedents of brand loyalty on brand
commitment, brand trust, brand satisfaction, and the relationship of trust and brand attachment. The findings
demonstrated brand commitment had effect on brand loyalty. It means that the higher action of using a brand,
the greater knowledge of brand design, quality, reputation and excellence a customer obtains and then,
it will form a need to make commitment to use the brand again, and ultimately, it create brand loyalty.
Hee Jung and Myung Soo 2012 Investigate brand commitment effect on brand loyalty. The research shows
that the higher brand trust of an individual, the higher brand loyalty. When an individual has a high brand
loyalty, then will try to use the brand continuously by competitive brands. Based on literature and previous
study, we proposes
Hypothesis 5: The higher brand commitment, the higher brand loyalty.
Relationship between Brand Satisfaction and Brand loyalty
There are four categories of loyalty, namely cognitive, affective, conative and action Oliver 1999. It means
that customers should go through of cognitive, namely
how deep the customer’s knowledge about a brand, in order to be a loyal customer. When the customer reaches
stage of action, then action of being loyal will be achieved. The findings indicate that satisfaction with the
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brand is a consequent variable for brand loyalty. It means that when an individual is satisfied for what he or
she want and need is perceived to be suitable with what he or she expects, it will enhance brand loyalty.
Furthermore Sahin et al. 2011 explain that brand satisfaction had effect on brand loyalty. This means that
the higher satisfaction an individual has to a brand, the higher involvement, brand loyalty will be achieved.
Based on literature review and previous study, we proposed hypothesis
Hypothesis 6: The higher brand satisfaction, the higher brand loyalty.
Relationship Between Brand Trust and Brand loyalty
Lau and Lee 1999 Argue that brand loyalty can not be achieved with other measure, but how a relationship
between brand trustand brand loyalty. Moreover, brand trust is very important and one of the key factors to
developing brand loyalty. In the study of brand satisfaction, brand trust and brand loyalty, for example
Horppu et al. 2008 explain the features effect on the brand purchase online and offline. The findings
indicated that website trust for online purchase will affect a need to repurchase and it will be create loyalty.
Chaudhuri and Holbrook 2001describe brand loyalty will be created of brand trust and effect of brand on
customer involvement through hedonic and utilitarian values of a product. The categories of a product brand
create value can enhance target manufacturers. At hedonic level, customer end to buy branded products
because of element of pleasure, want to see when using the brand. While, at utilitarian level, customer make to
see more on use or function of a product so that they are more sensitive to price. Price is largely affecting
association of customer to quality level of a branded product.
Sahin et al. 2011 Explain that the higher brand trust, the higher brand loyalty. In others study, Laroche et al.
2012 suggested that brand trust had effect on brand loyalty. The others result was presented by Hee Jung
and Myung Soo 2012 that brand trust had effect on brand loyalty. It means that the higher trust of a personal
in a brand trust, the higher tendency of an individual to have the brand continuously and ultimately, it produces
brand loyalty. Based on review of the literature and previous study, we present proposes hypothesis as
follow:
Hypothesis 7: The higher brand trust, the higher brand loyalty.
Based on the literature review and previous study, we develop of empirical model of research can be described
as follows.
Exhibit 1.Research Model
Source: Review of research articles
OPERATIONAL VARIABLES
This study describes antecedent and consequent variables in the relationship of a commitment to a brand.
The antecedent variables are brand experience, brand trust and brand satisfaction, where as the consequent
variables is brand loyalty. Indicators of each construct are explained in Table. 3. Operational Variables
Table 3. Operasional Variabel
No .
Variabe l
Indicator Question Item
1. Brand
experie nce
Attractive Friendly
Competen ce
Suitability Product
Image The branded laptop
is attractive
uniquely. The branded laptop
is easily to use The branded laptop
has excellent
capability with very useful
additional features
Appearance design Desainof
the branded laptop is
suitable with young taste and stylish.
The branded laptop is prefered.
The branded laptop has good image
2. Brand
satisfac tion
Attribute Good
Assurance Covinienc
e Want
Experienc The branded laptop
has attractive attributes
The excellent branded laptop
with stable reselling price
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e The branded laptop
is quality guaranteed
The branded laptop provides
comfortability The branded laptop
is in line with need The branded laptop
provides experience as
expected 3.
Brand trust
Reliable Trustworth
y Reputation
Creative Innovative
Guarantee The branded laptop
is reliable The branded laptop
is trustworthy The branded laptop
has good reputation
The branded laptop is very creative
Inovation of the branded laptop is
always up-to- date Service Centers are
available widely in Indonesian so that
it makes easy to claim warranty
4. Brand
commit ment
Quality Prestige
Loyalty Use
Type Best
Very good quality LCD
Use the branded laptop gives
prestige value I will buy the
branded laptop because its
long-lasting and tough
The branded laptop is easy to
use A good design
concept with many colors choice in its
products The branded
laptop is the best among other
brands 5.
Brand loyalty
Educatio nal
Choice Maintena
nce Power
Size Commit
ment The branded laptop
is educational in nature
The branded laptop provides varied
prices and types Good service
support for maintenance.
Long-lasting battery
Size of the branded laptop is suitable
with my need The branded laptop
has strong commitment
Source: Review of some resea rch aritcles
RESEARCH METHOD
Data collected with a survey method and distributing questionnaire with open and closed statement of
perceived of branded laptop product in three cities of Indonesian, Semarang, Yogyakarta and Jakarta. These
three cities are selected because they are known asacity of students. Sample of the research is 300 respondents
representing the three cities and the respondents are taken with a probability sampling by using purposive
sampling method. The respondents are male and female students. The hypothesis is tested using Structural
Equation Model by SPSS version16 software. Confirmatory Factor Analysis and Reliability
Based on confirmatory factor analysis, we observed validity and reliable indicators in full model testing of
SEM. Validity is examined by using face validity that us a basic test model of a content validity indicating that
the items used to measure a concept Sekaran 2003. Validity of instruments is examined by using
Confirmatory Factor Analysis for items of questionnaire assisted by SPSS16 software. The value of rule validity
will be used for CFA should be ≥ 0.4 Hair et al. 2010. Reliability test in this models to measure and reflecting
in construct, thus providing a consistent measurement on each item in the instrument Sekaran 2003. Item
consistency of questions of the questionnaire is tested with Cronbach Alpha. The rule of value used for
Cronbachs Alpha value must be more than 0.7, even though value of 0.6 is acceptable Hair et al. 2010.
Cronbachs Alpha formula is used to test reliability of the questionnaire instrument assisted by SPSS 16
software. The instrument testing used the validity test, some
indicators were eliminated because their values did not required factor loading. Some items selected had
validity of above 0.70. Its indicates the instrument is actually measuring actual model Sekaran 2003.
Therefore, reliability test shown consist of the measurement scale. A questionnaire discribe to be
reliable or trust worthy if an individual’s answers on questionaire consist from may time. All variables were
declared reliable because they had Cronbachs Alpha more than 0.7. The results of this model can be
demonstrated in table of validity and reliability testing.
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Moreover table 3 shown the analysis factors of indicator and construct.
Table 3:
Factor Analysis
Brand Experience
Brand satisfaction
Brand Trust
Brand Commitment
Brand Loyalty
Friendly .95
Suitability .86
Assurance .74
Convenience .85
Want .75
Experience .80
Reputation .77
Innovative .97
Guarantee .94
Quality .74
Prestige .88
Type .95
Best .86
Maintenance .74
Power .81
Commitment .84
Source: Processed prima ry data 2014
RESPONDENTS DESCRIPTION
Respondents in this research are measurable characteristics series based on questions covering age, gender, education and duration
using of a laptop brand. Before describe the data processing, we describe characteristics of the respondents based on four
categories students of D3, S1, S2 and Doctoral program. We distributed at 300 respondents to investigate empirically model
and 233 can be using and 67 questionnaires were not returned. The result indicates 187 respondents for analysis and 46 were not,
because many answers were incomplete. Based on the number of the questionnaires for analysis, then description of the
respondents is as follows: 79 males and 108 females. Education level of the respondents was S1 program and their age was
ranged from 18- 23 years old, and all respondents were not
married. That’s means the laptop is a support for university students in their learning activities.
The describe respondents of a brands used is dominated by Acer 50 respondents, Toshiba 31 respondents, Asus 27
respondents and HP 27 respondents, and the rest used Lenovo, Compaq, Sony Vaio, Apple, Samsung, Dell, Fujitsu,
Axio, Forsa. The duration or time length of using the branded laptop were 1 year 41 respondents, 2 years 57 respondents, 3
years 38 respondents, 4 years 19 respondents, 5 years 14 respondents and more than 5 years 8 respondents.
Respondents who had ever used a brand other than the brands they were having at the time of the study include Acer 50
individuals, Toshiba 37 persons, HP 19 persons, Asus 17 persons, Compaq 16 persons, Sony VAIO 14 persons; the
rest of respondents had ever used Lenovo, Macbook, Dell, Samsung, axios, fujitsu, Zyrex. While knowledge about laptop
brands other than brands they used at the time of the study and ones they had ever used were Toshiba 42 persons,Sony Vaio
27 persons, Acer 19 persons, Macbook 19 persons, remaining 18 persons were Samsung, Lenovo, Compaq , HP,
Dell, Axio, Asus and Zyrex. For more details in Table 4 described respondents by age, gender, and marital status, level of
education and duration of using laptop brands.
Table 4. Description of the Respondents Variables
Frequency Number of
People Ratio
Age 18 - 23
years old 24 - 30
years old 31 -
40years old
41 -50 years old
84 49
34 20
41.0 23.9
16.6 9.8
Gender Male
Female 79
108 42.2
57.8 Marital