The Role Of Brand Attachment In Mediating Usability And Information Quality On Brand Loyalty In Traveloka E-Commerce

Ananda eri wulandari; Nurul Komariyatin

doi:10.24952/tijaroh.v10i2.14924

The Role Of Brand Attachment In Mediating Usability And Information Quality On Brand Loyalty In Traveloka E-Commerce

Ananda eri wulandari (Universitas Islam Nahdlatul Ulama, Indonesia)
Nurul Komariyatin (Universitas Islam Nahdlatul Ulama, Indonesia)

Abstract

Study this is to examine the role of brand attachment as a mediator in the relationship between usability and information quality, and its influence on brand loyalty within the context of Traveloka as an e-commerce platform. The research employs a quantitative approach, utilizing data collected through online questionnaires administered to 150 respondents. Hypothesis testing is conducted using SmartPLS version 4.0 as a data analysis tool. The findings indicate that both usability and information quality of the platform exert a positive influence on brand attachment, which subsequently enhances brand loyalty.

Keywords

Brand Attachment; Usability; Information Quality; Brand Loyalty

Full Text:

PDF

References

Agustina, M., et al. (2019). "Pengaruh kepercayaan, kemudahan, kualitas informasi terhadap keputusan pembelian secara online pada situs jual beli Tokopedia (studi kasus wilayah Tangerang)." Primanomics: Jurnal Ekonomi & Bisnis 17(3): 1-13.

Amalia, N. (2017). Pengaruh implementasi relationship marketing terhadap loyalitas pelanggan produk Indihome pada PT. Telkom Indonesia Cabang Padangsidimpuan, IAIN Padangsidimpuan.

Al Baiti, A., et al. (2017). "Pengukuran kualitas layanan website dinas pendidikan kota malang dengan menggunakan metode webqual 4.0 dan ipa." Jurnal Pengembangan Teknologi Informasi dan Ilmu Komputer 1(9): 885-892.

Alifiarga, H. (2019). Penerapan metode webqual 4.0 pada pengukuran kualitas website pencarian kerja (studi kasus: Jobstreet), Fakultas Sains dan Teknologi Universitas Islam Negeri Syarif Hidayatullah.

Aprilola, R., et al. (2024). "Pengaruh Emotional Brand Attachment Dan Brand Love Dalam Transisi Dari Kepuasan Menjadi Loyalitas Pada Produk Fast Fashion Di Jakarta." Jurnal Ilmiah Wahana Pendidikan 10(4): 755-765.

Banerjee, S. and A. Shaikh (2022). "Impact of brand nostalgia on intention to purchase brand extensions: moderating role of brand attachment." Journal of Product & Brand Management 31(7): 1005-1017.

Bouhia, M., et al. (2022). "Drivers of privacy concerns when interacting with a chatbot in a customer service encounter." International Journal of Bank Marketing 40(6): 1159-1181.

Cahyadi, B. B. and M. S. Shihab (2022). "Membangun loyalitas melalui kualitas sistem, kualitas informasi, dan kualitas layanan dengan kepuasan pelanggan sebagai mediasi." Fair Value: Jurnal Ilmiah Akuntansi Dan Keuangan 4(8): 3369-3382.

Chairunnisa, A. and E. Ruswanti (2023). "The Impact of Customer Engagement on Brand Loyalty: The Mediation Roles of Brand Attachment and Customer Trust." Jurnal Multidisiplin Madani 3(4): 789-801.

Daliri, E., et al. (2014). "Online social shopping: the impact of attitude, customer information quality, effectiveness of information content and perceived social presence." International Journal of Business Environment 6(4): 426-450.

Davis, S. V. and P. A. Dacin (2022). "This brand is who I am… or is it? Examining changes in motivation to maintain brand attachment." Journal of Product & Brand Management 31(7): 1125-1139.

Faradannisa, M. and A. Supriyanto (2022). "Kepuasan Pelanggan Ditinjau dari Store Atmosphere, Kualitas Produk, Kualitas Pelayanan dan Etika Bisnis Islam." Tawazun: Jurnal Ekonomi Syariah 2(1): 76-94.

Firdausy, C. M. and R. Idawati (2017). "Effects of Service Quality, Price and Promotion on CustomersPurchase Decision of Traveloka Online Airline Tickets in Jakarta, Indonesia." International Journal of Management Science and Business Administration 3(2): 42-49.

Gusnidiawati, G. (2023). PENGARUH TRUST, CUSTOMER REVIEW DAN CUSTOMER RATING TERHADAP MINAT BELI PADA TRAVELOKA. COM (Studi Pada Masyarakat Kelurahan Kampung Melayu Kota Pekanbaru), Universitas Islam Negeri Sultan Syarif Kasim Riau.

Hair, J. F., et al. (2013). "Partial least squares structural equation modeling: Rigorous applications, better results and higher acceptance." Long range planning 46(1-2): 1-12.

Hoiriyah, H., et al. (2022). "Pengaruh User Experience dan Consumer-Based Brand Equity Terhadap Loyalitas Pengguna Shopee." JURIKOM (Jurnal Riset Komputer) 9(3): 688-696.

Huaman-Ramirez, R. and D. Merunka (2019). "Brand experience effects on brand attachment: the role of brand trust, age, and income." European Business Review 31(5): 610-645.

Ichsani, Y. (2017). "Evaluasi performa usability situs-situs web perguruan tinggi negeri di indonesia yang terakreditasi “a” tahun 2013 serta perbandingan kondisi situs web tahun 2014 dan 2017." Jurnal Teknik Informatika 10(2): 93-108.

Jansen, C. F., et al. (2018). "Pengaruh Penggunaan Teknologi Informasi Dan Keahlian Pemakai Terhadap Kualitas Informasi Akuntansi (Studi Empiris Pada Pemerintah Kabupaten Minahasa Selatan)." Going concern: jurnal riset akuntansi 13(03).

Murtiningsih, D., et al. (2016). "The Effect Of Brand Trust And Brand Loyalty (Studies In The University Of Budi Luhur Jakarta)." International Journal of Business, Economics and Law 11(2): 57-61.

Nasir, M., et al. (2020). "Brand trust for creating brand loyalty in automotive products." International Journal of Management 11(06): 1237-1250.

Nisa, A. A. (2020, September). Pengaruh Kemampuan Pengguna dan Pengendalian Internal terhadap Kualitas Sistem Informasi Akuntansi pada Salah Satu Perusahaan Manufaktur di Kota Bandung. In ProsidingIndustrial Research Workshop and National Seminar 11(1):907-913).

Prabowoa, T. A., et al. (2020). "Expanding the oil and gas sector of Indonesia through better marketing performance: Analysing the role of online engagement, interactivity and brand attachment." International Journal of Innovation, Creativity and Change 13(12): 37-56.

Rajaobelina, L., et al. (2021). "The relationship of brand attachment and mobile banking service quality with positive word-of-mouth." Journal of Product & Brand Management 30(8): 1162-1175.

Ratnaningsih, D. (2018). "PERSEPSI DAN PERSONALITAS APLIKASI SISTEM TEKNOLOGI INFORMASI NIR-KERTAS." Modus 30(2): 158-180.

Roosdhani, M. R., et al. (2022). "Usability analysis in Paasaar. com application using the System Usability Scale (SUS) approach." International Journal of Economics, Business and Accounting Research (IJEBAR) 6(1): 839-848.

Swaid, S. I. and T. Z. Suid (2019). Usability heuristics for M-commerce apps. Advances in Usability, User Experience and Assistive Technology: Proceedings of the AHFE 2018 International Conferences on Usability & User Experience and Human Factors and Assistive Technology, Held on July 21–25, 2018, in Loews Sapphire Falls Resort at Universal Studios, Orlando, Florida, USA 9, Springer.

Tam, C. and T. Oliveira (2017). "Understanding mobile banking individual performance: The DeLone & McLean model and the moderating effects of individual culture." Internet Research 27(3): 538-562.

Tamher, D. M. and R. Kristaung (2024). "PENGARUH BRAND PERSONALITY, BRAND ATTACHMENT, BRAND LOVE TERHADAP KESETIAN PELANGGAN." Jurnal Ekonomi Trisakti 4(1): 545-554.

Veonnita, R. and R. Rojuaniah (2022). "Pengaruh persepsi kemudahan, kegunaan dan kepuasan terhadap loyalitas melalui kepercayaan nasabah pengguna mobile banking BCA." INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia 6(1): 68-78.

Yuliantari, K., et al. (2020). "Brand loyalty perawatan wajah (skin care) Wardah gentle face wash." Jurnal Akuntansi Dan Keuangan 8(2): 186-191.

Zaato, S. G., et al. (2023). "The mediating role of customer satisfaction between antecedent factors and brand loyalty for the shopee application." Behavioral Sciences 13(7): 563.

Statista. (2024). Number of internet users in Indonesia from 2017 to 2023. Retrieved from Statista website: https://www.statista.com/statistics/254456/number-of-internet-users-in-indonesia/

DOI: https://doi.org/10.24952/tijaroh.v10i2.14924