Conceptual Analysis of Marketing Analytics, Brand Image, and Brand Trust in Building Brand Loyalty: A Literature Study in the Context of PT Joyci Nusantara Cemerlang
Analisis Konseptual Marketing Analytics, Brand Image, dan Brand Trust dalam Membangun Brand Loyalty: Studi Kepustakaan pada Konteks PT Joyci Nusantara Cemerlang
DOI:
https://doi.org/10.21070/m975e608Keywords:
Marketing Analytics, Brand Image, Brand Trust, Brand Loyalty, PT Joyci Nusantara CemerlangAbstract
Competition in the food and beverage industry is increasingly fierce as consumers make it easier to compare various products through digital platforms. This situation presents a challenge for companies to maintain and increase customer loyalty, including PT Joyci Nusantara Cermelang. Various previous studies have examined the influence of brand image and brand trust on consumer behavior, but studies linking these two variables with marketing analytics in the context of food companies are still relatively limited. Therefore, this study aims to analyze the role of marketing analytics, brand image, and brand trust in shaping brand loyalty. This study uses a qualitative approach with a literature review method that examines several articles. The results show that marketing analytics plays a role in helping companies understand consumer needs and preferences, brand image influences consumers' initial perceptions of a brand, while brand trust contributes to strengthening consumer commitment to repeat purchases and maintaining brand loyalty. The implication is that companies need to manage customer data, product image, and evidence of trust in an integrated manner.
Key Findings Highlights :
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Systematic marketing analytics capability serves as the foundational data infrastructure for understanding consumer needs.
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Verified brand trust functions as the vital mediating driver converting initial brand image interest into repeat purchases.
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Synchronized management of consumer data and quality consistency maximizes long-term buyer retention in food companies.
Keywords : Marketing Analytics, Brand Image, Brand Trust, Brand Loyalty, PT Joyci Nusantara Cemerlang
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