The Influence of Trust In Brand and Perceived Value on Member Loyalty at the Tempe Tofu Cooperative in Cirebon Regency
Main Article Content
Abstract
Background. Member loyalty is an important factor in maintaining the cooperative's sustainability because it reflects members' commitment to maintaining membership, using services sustainably, and participating in cooperative activities.
Objectives. This study aims to analyze the influence of Trust in Brand and Perceived Value on Member Loyalty in the Tempe Tofu Main Cooperative of Cirebon Regency, both partially and simultaneously.
Methods. This study uses a quantitative approach with an associative design. The study respondents were 60 active cooperative members who had used cooperative services. Data were collected through questionnaires and documentation, with measurements using the Guttman Scale. Data analysis was carried out using descriptive and inferential statistics with the help of SPSS, including instrument tests, multiple linear regression analysis, t-test, F-test, and determination coefficients.
Results. The results showed that respondents' assessment of Trust in Brand, Perceived Value, and Member Loyalty in general was in the very good category. Trust in Brand had a positive effect on Member Loyalty, showing that the higher a member's trust in the cooperative's ability, reputation, security, reliability, and credibility, the higher the member's tendency to maintain a relationship with the cooperative. Perceived Value also had a positive effect on Member Loyalty, showing that a positive assessment of the benefits, quality of service, comfort, experience, and ability of the cooperative to meet needs can strengthen member loyalty. Simultaneously, Trust in Brand and Perceived Value affect member loyalty.
Conclusion. These findings confirm that increasing member loyalty requires strengthening trust while increasing the value of benefits members feel. Therefore, cooperatives need to maintain service consistency, information transparency, security, and improve service benefits to remain relevant and competitive
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
Al-ausath, N. S., & Dalimunthe, G. P. (2025). Building brand loyalty through brand image, perceived value, and brand trust: A study of NBRS, an Indonesian modest fashion brand. Management Analysis Journal, 14(2), 203–215. https://doi.org/10.15294/maj.v14i2.26551.
Astutik, R. D., & Purwanto, S. (2024). The influence of brand experience, brand trust, and perceived value on brand loyalty of Maybelline products in Surabaya. East Asian Journal of Multidisciplinary Research, 3(8), 3565–3576. https://doi.org/10.55927/eajmr.v3i8.10568.
Ayesha, S., & Muchtar, M. (2025). The influence of customer experience, brand trust and perceived value in creating customer loyalty in the digital era in Shopee e-commerce. Paradox: Journal of Economic Sciences, 8(2), 963–974. https://doi.org/10.57178/paradoks.v8i2.1257.
Bidayah, M., & Rakhmawati, D. Y. (2024). The Influence of Brand Trust and Brand Experience on Brand Loyalty through Emotional Brand Attachment in La Tulipe Cosmetics. Journal of Commercial Education.
Hasan, I. F., Astuti, B., & Hidayat, A. (2024). The influence of implementing digital marketing and experiential marketing on brand loyalty mediated by brand trust. Asian Journal of Economics, Business and Accounting, 24(6), 263–272. https://doi.org/10.9734/ajeba/2024/v24i61359.
Khoirunissa, A. D., & Rufaidah, P. (2024). The role of virtual experiential marketing and brand trust on brand loyalty. Journal of Sociotechnology, 23(1). https://doi.org/10.5614/sostek.itbj.2024.23.1.2. This study found that brand trust has a positive effect on brand loyalty.
Khusniah, R., Astuti, E. S., & Wilopo. (2024). How social media impacts on customer brand engagement, brand trust and brand loyalty. Profit: Journal of Business Administration, 18(1). https://doi.org/10.21776/ub.profit.2024.018.01.2.
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management (16th ed.). Pearson.
Kurnia, F., & Rahmidani, R. (2025). The Influence of Brand Trust, Perceived Value, and Customer Satisfaction on Brand Loyalty through Brand Commitment in Wardah Product Users. Scientific Journal of Management, Economics, & Accounting (MEA), 9(3), 949–972. https://doi.org/10.31955/mea.v9i3.6350.
Maulana, M. R., & Kusumawardhani, A. (2024). The effect of sensory brand experience and perceived value on brand loyalty with brand trust as a mediating variable in Netflix's video-on-demand (SVoD) subscription company. Diponegoro Journal of Management, 13(1).
Moon, J., Hwang, J., & Lee, W. S. (2024). Impact of corporate social responsibility on brand trust and brand loyalty: Case of Uber. International Journal of Tourism Research. https://doi.org/10.1002/jtr.2629.
Nabila, T. S., & Purwaniningtyas, D. A. (2024). Brand trust as a predictor of customer loyalty in consumers of AQUA mineral water products in Yogyakarta and Central Java. Acta Psychologia, 6(1). https://doi.org/10.21831/ap.v6i1.69687.
Pramadanti, R., Kristiadi, A., & Riyanto, A. (2023). Strategies to build brand loyalty: The influence of product quality, perceived value, and e-WOM through the mediation of brand trust. Journal of Business Inspiration and Management, 7(2).* https://doi.org/10.33603/jibm.v7i2.8415.
Sarmad, I., Imtiaz, M. A., Bukhari, S. M. H., Abbas, A., & Munir, I. (2024). Brand experience and brand loyalty: The moderating role of brand trust and the mediating role of brand love in Pakistani smartphone users. Pakistan Journal of Commerce and Social Sciences, 18(1), 40–61. https://doi.org/10.64534/Commer.2024.052.
Solomon, M. R., & Russell, C. A. (2024). Consumer behavior: Buying, having, and being (14th ed.). Pearson