Peran perlindungan hukum merek dalam pembentukan brand image dan trust pelanggan untuk mendukung ekspansi jasa transportasi laut
Politeknik Pelayaran Banten
Akademi Maritim Nasional Jakarta Raya
DOI:
https://doi.org/10.62391/ejmi.v7i2.115Penelitian ini bertujuan untuk menganalisis peran perlindungan hukum merek dalam pembentukan brand image dan trust pelanggan sebagai faktor pendukung ekspansi jasa transportasi laut pada PT Yicheng Logistik Transportasi Jakarta. Persaingan yang semakin ketat di industri transportasi laut menuntut perusahaan tidak hanya meningkatkan kualitas layanan, tetapi juga memastikan adanya perlindungan hukum terhadap merek guna menjaga reputasi dan kepercayaan pelanggan. Penelitian ini menggunakan pendekatan metode campuran (mixed methods), dengan pengumpulan data kuantitatif melalui penyebaran kuesioner kepada pelanggan serta data kualitatif melalui wawancara mendalam dengan manajemen perusahaan dan pihak terkait. Data kuantitatif dianalisis menggunakan teknik statistik deskriptif dan inferensial, sedangkan data kualitatif dianalisis melalui pendekatan tematik. Hasil penelitian menunjukkan bahwa perlindungan hukum merek yang konsisten dan efektif berperan signifikan dalam memperkuat brand image dan meningkatkan trust pelanggan, yang selanjutnya berkontribusi positif terhadap strategi ekspansi jasa transportasi laut perusahaan. Penelitian ini menegaskan bahwa integrasi antara aspek hukum dan strategi pemasaran merupakan elemen kunci dalam meningkatkan daya saing dan keberlanjutan usaha di sektor transportasi laut.
This study aims to analyze the role of trademark legal protection in shaping brand image and customer trust as supporting factors for the expansion of maritime transportation services at PT Yicheng Logistik Transportasi Jakarta. Increasing competition in the maritime transportation industry requires companies not only to enhance service quality but also to ensure adequate legal protection of trademarks in order to safeguard reputation and customer trust. This research adopts a mixed-methods approach, combining quantitative data collected through customer questionnaires and qualitative data obtained from in-depth interviews with company management and relevant stakeholders. Quantitative data were analyzed using descriptive and inferential statistical techniques, while qualitative data were examined through thematic analysis. The findings indicate that effective and consistent trademark legal protection plays a significant role in strengthening brand image and enhancing customer trust, which in turn positively supports the company’s maritime service expansion strategy. This study highlights that the integration of legal protection and marketing strategies is essential for improving competitiveness and achieving sustainable growth in the maritime transportation sector.
Keywords: Perlindungan hukum merek brand image trust pelanggan ekspansi jasa transportasi laut
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