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same is expressed by Walsh 2005 that maintaining a loyal customer more profitable than looking for new customers.
Reicheld and Sasser 2003 in Riadh 2011: 112 say that loyalty is defined as a very strong commitment and depth, and empirically can
increase the level of profitability of the company. This is in line with what was said by Oliver 1999, that loyalty is high in committeemen making a
purchase over and over on the same goods or services on a consistent basis in the future and was deeply affected by the marketing activities
undertaken by the company, whether to make the transition to another brand or not.
B. Previous Research
1. Brand Reputation with the
Consumer’s Trust
Linked between Brand Reputation with the consumers Trust, reflected in the research conducted by Donney and Cannon, 1997 in
Cassalo, et. Al. 2011, 201 mentioned that the consumers who perceived the website who have a good reputation are more likely trust the website.
Here is revealed the existence of a positive influence, in which consumers who are convinced good reputation of the company or brand, will be more
trusted sites offering goods with those brands. Research by Javernpaa, Tractinsky and Vitale 2000: 46 also says
that consumers Trust in online shopping, consumers perceptions of how the reputation of the online site as well as from the clarity of information
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that make up the perception of the consumer. Where is the Javernpaa mentioned in his research that the Reputation of a company that sells a
product on line that affect trust, i.e. the perception form the reputation of sites or stores that sell products and services on line, but not the reputation
that leads to a product or brand. Li and Zhang 2002: 509 that the consumer will have the
confidence to shop online, in case of previous experience has a good experience, and consumers that shopping on line has a good reputation.
Afzal 2011: 46 reveals if a buyer assumes that brand as worthy, he also trusts that brand and make buying decisions. But if that brand does
not meet customer needs and doesn‟t have good value then she may not
trust it and wont buy it.
2. Customer Perceived Value with the Consumer’s Trust
Suliyanto 2012: 3 says that „customer perceived value plays
important role in building costumer confidence, trust on brands. Moorman 1993 who said the trust will increase if the perception
of the value of the product in the eyes of customers. Or it can be said there is a positive relationship between the Perceived Value to the Consumers
Trust. Research by Javernpaa, Tractinsky and Vitale 2000: 46 also says
thats consumers Trust in online shoppingperceptions of how the attributes
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are reflected from the online site as well as from the clarity of information that make up the perception of the consumer. Where is the Javernpaa
mentioned in his research that the Perceived value that influences the trust emphasized on Perceived Size, i.e. the perception that form the site or
store that sells products and services on line, not related to the product or brand.
3. Customer Perceived Value with the Customer Commitment
