HUBUNGAN BRAND EXPERIENCE DAN BRAND AUTHENTICITY TERHADAP BRAND LOYALTY: BRAND LOVE SEBAGAI VARIABEL MEDIASI

Authors

  • Vincentia Indah Puspita Sari Universitas Pignatelli Triputra, Indonesia
  • Margareta Ernanda Rahardani Universitas Pignatelli Triputra, Indonesia

DOI:

https://doi.org/10.29040/jie.v8i1.12674

Abstract

Kecintaan terhadap merek dianggap sebagai keterikatan emosional antara konsumen dengan merek dan akan membuat konsumen enggan atau sulit untuk beralih ke merek lain. Kecintaan merek dapat memediasi hubungan antara pengalaman merek dan loyalitas merek serta ekspresi diri merek dengan loyalitas merek. Berkaitan dengan hal tersebut, penelitian ini bertujuan untuk mengetahui peran brand love sebagai variabel yang memediasi hubungan antara brand experience dan brand loyality serta brand authenticity dengan brand loyality. Penelitian ini menggunakan sampel masyarakat yang menggunakan sepatu brand lokal di Indonesia yaitu Ventela, Compass, Aerostreet, Patrobas dan Brodo. Merek sepatu lokal dipilih karena industri ini saat ini sedang berkembang pesat. Jumlah sampel sebanyak 150 responden. Metode pengambilannya menggunakan purposive sampling. Metode yang digunakan yaitu dengan SEM-PLS serta alat statistik yang digunakan yaitu SmartPLS 3.0. Temuan penelitian ini yaitu semua hipotesisnya berpengaruh positif dan signifikan, serta mampu menunjukkan peran brand love sebagai variabel mediasi.

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Published

2024-02-29

How to Cite

Sari, V. I. P., & Rahardani, M. E. (2024). HUBUNGAN BRAND EXPERIENCE DAN BRAND AUTHENTICITY TERHADAP BRAND LOYALTY: BRAND LOVE SEBAGAI VARIABEL MEDIASI. JURNAL ILMIAH EDUNOMIKA, 8(1). https://doi.org/10.29040/jie.v8i1.12674

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