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
General Background Intensifying digital competition in the food and beverage industry compels companies to maintain long-term consumer relationships and sustain customer retention. Specific Background PT Joyci Nusantara Cemerlang, an Indonesian food company, faces challenges in fostering brand loyalty within a dynamic market where consumers evaluate products across digital platforms. Knowledge Gap Existing literature offers conflicting findings on direct brand image impacts and lacks literature syntheses integrating technical marketing analytics with behavioral consumer brand metrics within local food enterprises. Aims This study conducts a conceptual literature review analyzing the interrelated roles of marketing analytics, brand image, and brand trust in constructing brand loyalty. Results Synthesizing ten open-access national journal articles published between 2020 and 2026 via qualitative literature analysis, results show marketing analytics provides foundational data to decode consumer preferences, brand image shapes initial perceptions, and brand trust acts as a vital bridge reinforcing repeat purchase commitments. Novelty The research establishes a unified conceptual model positioning marketing analytics as an informational decision-making base that aligns brand image signals with empirical customer evidence to build brand trust. Implications Food companies must synchronously manage customer data, visual brand equity, product quality proof, and complaint resolution standards to elevate customer retention.
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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