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All Journal E-Dimas: Jurnal Pengabdian kepada Masyarakat Psikostudia : Jurnal Psikologi
Dwike Natalia
Universitas Surabaya
Humanities Education Social Sciences

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Consumer-Brand Identification and Brand Loyalty: Analysis on Customer Satisfaction and Brand Trust as Mediators Dwike Natalia; Honey Wahyuni Sugiharto Elgeka; Anton Johannes Tjahjoanggoro
Psikostudia : Jurnal Psikologi Vol 10, No 3 (2021): Volume 10, Issue 3, November 2021
Publisher : Program Studi Psikologi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Mulawarman

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30872/psikostudia.v10i3.5529

Abstract

Consumers who have used Apple-branded smartphones have greater probability that they will continue to buy iPhones in the future. This is because customers feel satisfied and have identified the product before making a purchase, creating loyalty for the Apple brand. The purpose of this study is to examine the role of customer satisfaction and brand trust as mediators in the relationship between consumer-brand identification and brand loyalty. Participants in this study consisted of 155 consumers and obtained by using accidental sampling technique. Data analysis used the Hayes Process model 4, which explains that customer satisfaction can act as a mediator in the relationship between consumer-brand identification and brand loyalty, while brand trust cannot act as a mediator. Brand loyalty is not sufficiently formed when consumers can identify the brand well or there is satisfaction with the brand, but rather by the essential emotional bond that makes consumers rely on the brand. However, this has not been fulfilled by the iPhone to make consumers have brand loyalty.
Seminar Online Pelayanan Bank X di Masa Pandemi Covid-19 Dwike Natalia; Natasha Elsye Tantono; Shinta Selvia; Theodorus Pandu Santoso; Vidia Aprilia Safitri; Honey Wahyuni Sugiharto Elgeka
E-Dimas: Jurnal Pengabdian kepada Masyarakat Vol 12, No 4 (2021): E-DIMAS
Publisher : Universitas PGRI Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26877/e-dimas.v12i4.7098

Abstract

Virus COVID-19 telah dinyatakan sebagai pandemi global yang terjadi di seluruh dunia. Sebagai akibatnya, banyak sektor yang terkena dampaknya tak terkecuali sektor perbankan. Berdasarkan hasil wawancara awal yang dilakukan terhadap karyawan frontliner di Bank X ditemukan bahwa selama pandemi COVID-19 perubahan lingkungan kerja berdampak pada perubahan cara kerja yang dapat menimbulkan masalah baru bagi karyawan. Masalah tersebut seperti kekhawatiran tertular virus, takut dianggap tidak sopan oleh nasabah, dan terhambatnya proses verifikasi nasabah karena tertutup masker. Beberapa kekhawatiran tersebut dapat berdampak pada peningkatan psychological distress dan penurunan performa kerja. Oleh karena itu, peneliti mengadakan seminar online untuk mengedukasi para karyawan di Bank X mengenai psychological distress dan cara mengatasinya. Diharapkan agar organisasi dapat memperhatikan kesehatan mental para karyawan khususnya di masa pandemi seperti hari ini, agar kinerja karyawan bisa tetap optimal.
Co-Authors Anton Johannes Tjahjoanggoro Honey Wahyuni Sugiharto Elgeka Natasha Elsye Tantono Shinta Selvia Theodorus Pandu Santoso Vidia Aprilia Safitri