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Investigation of Product Experience and Brand Trust on Customer Loyalty Based in Bali, Indonesia (The Case Study of Frozen Food Brands in Pandemic Covid-19)

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Technology and Business Model Innovation: Challenges and Opportunities (ICBT 2023)

Part of the book series: Lecture Notes in Networks and Systems ((LNNS,volume 924))

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Abstract

Despite the challenges posed by the Covid-19 pandemic, the food and beverages industry have the potential for positive growth. However, it faces intense competition due to similar target markets and brand marketing strategies aimed at providing the best consumer experience. Therefore, this study seeks to examine the relationship between Product Experience and Brand Trust in influencing Customer Loyalty, both individually and collectively. The research employs a quantitative approach and gathers data from 142 individuals who have consumed frozen food products in Bali. Online questionnaires were used for data collection, employing a purposive sampling method, and the analysis was conducted using SPSS. The findings reveal that Product Experience has no significant impact on Customer Loyalty, with a value of 0.215 and a t-count of 1.942 (less than the t-table value of 1.97705). On the other hand, Brand Trust partially affects Customer Loyalty, with a value of 0.568 and a t-count of 7.702 (greater than the t-table value of 1.97705). However, when Product Experience and Brand Trust are considered together, they collectively have a positive and significant impact on Customer Loyalty, with a significance value (F) of 0.000 (less than the significance level of 0.05).These results can be valuable for companies and frozen food business owners looking to enhance their competitive edge and maintain customer loyalty.

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Authors and Affiliations

  1. Universitas Pendidikan Nasional, Jl. Bedugul No.39, Sidakarya, Denpasar Selatan, Kota Denpasar, Bali, 80224, Indonesia

    Ida Nyoman Basmantra, Ni Luh Putu Melyana Putri & Ni Wayan Widhiasthini

  2. Istanbul Medipol University, Kavacık Mah. Ekinciler Cad. No: 19, Kavacık Kavşağı, 34810, Beykoz, Istanbul, Turkey

    Elif Baykal

  3. Politeknik Negeri Bali, Kampus Bukit, Jimbaran, South Kuta, Badung Regency, Bali, 80364, Indonesia

    Upayana Wiguna Eka Saputra

  4. Kumoh National Institute of Technology, 61 Daehak-ro, Gumi-si, Gyeongsangbuk-do, South Korea

    Ni Made Dhian Rani Yulianti

Authors
  1. Ida Nyoman Basmantra
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  2. Ni Luh Putu Melyana Putri
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  3. Elif Baykal
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  4. Ni Wayan Widhiasthini
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  5. Upayana Wiguna Eka Saputra
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  6. Ni Made Dhian Rani Yulianti
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Correspondence to Ida Nyoman Basmantra .

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Editors and Affiliations

  1. Middle East Technical University, Northern Cyprus Campus, Güzelyurt, Kallanli, KKTC, Türkiye

    Bahaaeddin Alareeni

  2. College of Business of Finance, Ahlia University, Manama, Bahrain

    Allam Hamdan

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Basmantra, I.N., Putri, N.L.P.M., Baykal, E., Widhiasthini, N.W., Saputra, U.W.E., Yulianti, N.M.D.R. (2024). Investigation of Product Experience and Brand Trust on Customer Loyalty Based in Bali, Indonesia (The Case Study of Frozen Food Brands in Pandemic Covid-19). In: Alareeni, B., Hamdan, A. (eds) Technology and Business Model Innovation: Challenges and Opportunities. ICBT 2023. Lecture Notes in Networks and Systems, vol 924. Springer, Cham. https://doi.org/10.1007/978-3-031-53998-5_34

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  • DOI: https://doi.org/10.1007/978-3-031-53998-5_34

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-031-53997-8

  • Online ISBN: 978-3-031-53998-5

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