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Ananda Sabil Hussein3K'IURP/LQFROQ8QLYHUVLW\LVKHDGRI
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THE FORMATION OF BRAND
LOYALTY IN INDONESIAN
RESTAURANT INDUSTRY
Ananda Sabil Hussein Taufiq Ismail
Universitas Brawijaya Malang, Indonesia
Raditha Hapsari
Lincoln University Canterbury, New Zealand
ABSTRACT: This study aimed to investigate the structure and dimensions of restaurant EUDQGOR\DOW\DQGGHWHUPLQHLWVSUHGLFWRUV3DUWLDO/HDVW6TXDUHVZHUHDSSOLHGLQWKLVVWXG\WR analyse the data collected from one hundred and twenty respondents. Before testing the hy-potheses, inner and outer model evaluations were performed and the results showed that the PHDVXUHVDQGPRGHODUHUREXVW+\SRWKHVHVWHVWLQJVLQGLFDWHGWKDWEUDQGOR\DOW\FRQVLVWVRI ERWKEHKDYLRXUDODQGDWWLWXGLQDOOR\DOW\LQZKLFKWKHDWWLWXGLQDOOR\DOW\LVIRUPHGLQDKLHU-archical structure with cognitive, affective, and conative which are recognised as primary di-PHQVLRQV,QDGGLWLRQWKLVVWXG\GHWHUPLQHGWKDWFXVWRPHUVDWLVIDFWLRQDQGEUDQGH[SHULHQFH DUHWKHSUHGLFWRUVRI DWWLWXGLQDOOR\DOW\ZKLOHEUDQGLGHQWLW\GRHVQRWKDYHDQ\VLJQLÀFDQWUROH LQLQÁXHQFLQJOR\DOW\,QWHUPVRI FXVWRPHUVDWLVIDFWLRQWKLVVWXG\IRXQGWKDWEUDQGH[SHUL-HQFHDQGEUDQGLGHQWLW\SOD\DQLPSRUWDQWUROHLQVKDSLQJFXVWRPHUVDWLVIDFWLRQ7KLVVWXG\ FRQWULEXWHVWRERWKWKHRUHWLFDODQGSUDFWLFDOSHUVSHFWLYH)RUWKHRUHWLFDOFRQWULEXWLRQWKLV VWXG\SURYLGHVDFRPSUHKHQVLYHPRGHOWRH[SODLQWKHVWUXFWXUHDQGIRUPDWLRQRI ,QGRQHVLDQ UHVWDXUDQWEUDQGOR\DOW\,QSUDFWLFDOFRQWULEXWLRQWKLVVWXG\FDQUHSUHVHQWWKHJXLGHOLQHVIRU restaurant managers in creating customer loyalty. Keywords:UHVWDXUDQWEUDQGH[SHULHQFH
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INTRODUCTION
dine out. To facilitate the increasing demand of the dining out activ-LW\QHZUHVWDXUDQWVKDYHRSHQHGLQ,QGRQHVLDHVSHFLDOO\LQELJFLWLHV 3XVDW.HELMDNDQ(NRQRPL0DNUR&HQWUHRI 0DFUR(FRQRPLF3ROLF\ H[SODLQHGWKDWWKHQXPEHURI UHVWDXUDQWVLQFUHDVHGIURP LQWRLQ
As the restaurant industry continues to grow, the issue of loyalty has LQFUHDVLQJO\UHFHLYHGPRUHDWWHQWLRQ,EUDKLP,JOHVLDV6LQJK %DWLVWD)RJXHW([SHUWV+HVNHWW0F0XOODQ *LOPRUH 5XQGOH7KLHOH 0DLR0DFND\FRQWHQGHGWKDWFUHDWLQJ DQGPDLQWDLQLQJOR\DOW\LVQHFHVVDU\LQDWLJKWEXVLQHVVFRPSHWLWLRQ since it will make the company survive. Apart from its role in support-LQJEXVLQHVVRUJDQLVDWLRQVWRVXUYLYHLQDFRPSHWLWLYHHQYLURQPHQW OR\DOW\DOVRKDVDQHIIHFWLQLQFUHDVLQJEXVLQHVVSURÀWV+HVNHWW 0F0XOODQ *LOPRUH
While loyalty is recognised as an important concept in marketing studies, some issues rise around this concept, especially in the area of VWUDWHJLFEUDQGPDQDJHPHQW/L 3HWULFN6XKDUWDQWR&OHPHV 'HDQ<XOLDQWL 7XQJ)LUVWRI DOOWKHUHLVDQHHGWR LQYHVWLJDWHWKHVWUXFWXUHDQGGLPHQVLRQVRI EUDQGOR\DOW\6HFRQGWKHUH
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:KLOHEUDQGOR\DOW\KDVEHHQUHFRJQLVHGDVDQLPSRUWDQWFRQFHSW in marketing studies, there is a lack of understanding and no
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-LRXUPLJKWUHVXOWLQWKHPHDVXUHRI VSXULRXVDWWLWXGHDQGEHKDYLRXU Hence, it is suggested to measure loyalty as a simultaneous considera-WLRQRI ERWKDWWLWXGLQDODQGEHKDYLRXUDOOR\DOW\'LFN %DVX 6XKDUWDQWRHWDO
Separated from the issue of the formation and the structure of EUDQGOR\DOW\LQWKHUHVWDXUDQWLQGXVWU\VFKRODUVDOVRJLYHFRQFHUQWR
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-taurant management.
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-ings might help these organisations in developing and implementing VXFFHVVIXOEUDQGPDQDJHPHQWVWUDWHJLHV
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-eral approaches were perceived from the structure of loyalty itself. As previously mentioned, among scholars, the concept and dimensions
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The other approach to loyalty concept is the attitudinal approach. In WKLVDSSURDFKVWXGLHVZHUHIRFXVHGRQFXVWRPHUEHOLHIVDQGRSLQLRQV LQUHVSHFWWRSXUFKDVLQJEHKDYLRXU%DFN0HOOHQV'HNLPSH
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Although scholars in the stream of multidimensional approach pro-SRVHGWKDWEUDQGOR\DOW\LVIRUPHGE\FRJQLWLYHDIIHFWLYHFRQDWLYHDQG
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-QLWLRQ$M]HQVXJJHVWHGWKDWWKHVHWKUHHYDULDEOHVFRPSULVHWKH single construct of attitude. Hence, attitude is formed as a second or-der hierarchical factor with cognition, affect, and conation taking their SODFHDVWKHÀUVWRUGHUIDFWRUV,QWKHGRPDLQRI EUDQGOR\DOW\VFKRODUV 3DUNLQVRQ5XVVHOO%HQQHWW 3UHYLWH5XVVHOO%HQQHWW0F&ROO .HQQHG\ &RRWHDGDSWHGDWWLWXGHDQGEHKDYLRXUDVDWWLWXGLQDO DQGEHKDYLRXUDOOR\DOW\+HQFHWKLVVWXG\SURSRVHG
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+$WWLWXGLQDOOR\DOW\KDVDVLJQLÀFDQWHIIHFWRQEHKDYLRXUDOOR\DOW\ Mainstream marketing considers loyalty and its presumed main an-WHFHGHQWWKDWLVVDWLVIDFWLRQDVWKHEDVLVRI PDUNHWLQJWKHRU\'LFN %DVX$OWKRXJKWKHOLWHUDWXUHRQPDUNHWLQJKDVUHFRJQLVHG FXVWRPHUVDWLVIDFWLRQDVDVLJQLÀFDQWDQWHFHGHQWWRFXVWRPHUOR\DOW\ WKHUHODWLRQVKLSVEHWZHHQERWKVDWLVIDFWLRQFRQVWUXFWV²WUDQVDFWLRQ
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-tion and attitudinal loyalty are highly associated with a positive rela-WLRQVKLS%HQQHW 5XQGOH7KLHOH5DX\UXHQ 0LOOHU +HQFHWKLVVWXG\SURSRVHG
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Based on the review of literature, a conceptual model is proposed E\WKLVVWXG\)LJXUHGHSLFWVWKHFRQFHSWXDOPRGHOXVHGLQWKLVVWXG\
Brand
([SHULHQFH AttitudinalLoyalty
Cognitive Affective Conative
Behavioural Loyalty
Brand Identity Customer Satisfaction
Figure 1. Research Model
RESEARCH METHOD
6DPSOH
The respondents to this study are the customers of moderate up-VFDOH UHVWDXUDQWV LQ 0DODQJ &LW\ (DVW ² -DYD 3URYLQFH ,QGRQHVLD $WRWDORI TXHVWLRQQDLUHVZHUHGLVWULEXWHGZKHUHDVWKDWPLJKW
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-WZHHQDQG\HDUVKDYHWHUWLDU\HGXFDWLRQDQGKDYH PRUHWKDQ5SLQFRPH7DEOHSUHVHQWVWKHGHPRJUDSKLFV of respondents to this study.
7DEOH5HVSRQGHQWV·3URÀOH
Variables Percentage
*HQGHU Male 45
Female 55
Age
33
26-35 43
36-45
46 - 55 5
>55 0
Education
High School 11
Diploma
Undergraduate 52
Postgraduate 27
Doctoral 3
Monthly Income
<Rp.1000.000 3
Rp 1.000,000 - Rp 2.000.000 15
Rp. 2000.000- Rp3.000.000 25
>Rp 3.000.000 53
Measurement
The measurements of the constructs proposed in this study were GUDZQIURPWKHOLWHUDWXUH%UDNXVHWDO.DSIHUHU7KHVH FRQVWUXFWVZHUHGHYHORSHGE\XVLQJPXOWLLWHPVFDOHVDGDSWHGIURP SUHYLRXVVWXGLHVHVSHFLDOO\LQWKHFRQWH[WRI EUDQGPDQDJHPHQWDQG KRVSLWDOLW\VWXGLHV$SRLQWOLNHUWVFDOHDQFKRUHGE\VWURQJO\DJUHH DQGVWURQJO\GLVDJUHHZDVXVHGE\WKLVVWXG\WRPHDVXUHWKHLWHPV 7RKDYHDFRPSUHKHQVLYHXQGHUVWDQGLQJDERXWEUDQGOR\DOW\WKLV
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Data Analysis
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Table 2. Summary of Reliability Test
Cronbach’s Alpha Composite Reliability
Affective
Attitudinal Loyalty
%UDQG([SHULHQFH
Brand Identity
Behavioural Loyalty
Customer Satisfaction
Cognitive
Conative
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Table 3. Calculation of Goodness of Fit Index
Constructs R2 Communality
Attitudinal Loyalty 0,557
%UDQG([SHULHQFH
Brand Identity 0,604 0,604
Behavioural Loyalty 0,743
Customer Satisfaction 0,552
*R) 0.557 0,563
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Table 4. Summary of Hypothesis Testing
Path 3DWK&RHIÀFLHQW T-statistics Hypothesis
AL -> Cog 111,262 Supported
AL -> AFF Supported
AL -> Con Supported
AL -> BL 0,777 11,66 Supported
CS -> AL Supported
BE -> CS 0,244 Supported
BE -> AL 0,365 4,544 Supported
BE -> BID Supported
BE->CS->AL Supported
BID -> CS 0,652 Supported
BID -> AL 0,203 1,735 Not supported
BID->CS->AL 3,635 Supported
DISCUSSION AND CONCLUSION
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