Peran Citra Merek dalam Membangun Kepuasan dan Loyalitas Konsumen: Sebuah Kajian Teoritis
Keywords:
Citra Merek, Kepuasan Konsumen, Kesadaran Merek, Loyalitas KonsumenAbstract
Citra merek merupakan persepsi seorang konsumen terhadap merek dari suatu produk maupun jasa. Dalam konteks ini, konsumen dapat membuat penilaian terhadap merek yang digunakan berdasarkan persepsi yang muncul. Citra merek yang baik memungkinkan konsumen untuk memiliki gambaran yang baik pula. Maka dari itu, citra merek yang baik dapat menimbulkan terbentuknya kepuasan konsumen. Kepuasan konsumen merupakan perasaan puas yang timbul dalam diri seorang konsumen akibat dari terpenuhinya ekspektasi yang diharapkan. Kepuasan yang timbul dalam diri seorang konsumen akan menentukan keputusan dalam pembelian ulang. Semakin tinggi kepuasan yang dirasakan, maka probabilitas konsumen untuk membeli ulang suatu merek juga akan semakin tinggi. Apabila timbul kekecewaan, konsumen akan berpindah ke merek lain. Selain itu, persepsi yang positif juga membuat suatu merek lebih diingat oleh konsumen. Sehingga konsumen akan menjadi lebih familiar dengan merek yang diingat. Konsumen akan lebih memilih untuk membeli produk dari merek yang familiar karena keamanan yang lebih terjamin. Oleh karena itu, merek yang dikenal baik oleh konsumen cenderung dibeli ulang.
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