Pengaruh Brand Experience Terhadap Brand Loyalty Melalui Brand Love Pada Pengguna Laptop Merek Acer di Kota Cimahi

Aldy Wijaya; Hariyadi Triwahyu Putra

doi:10.29040/jie.v8i3.14684

Pengaruh Brand Experience Terhadap Brand Loyalty Melalui Brand Love Pada Pengguna Laptop Merek Acer di Kota Cimahi

Aldy Wijaya, Hariyadi Triwahyu Putra

Abstract

This research aims to analyze the influence of brand experience on brand loyalty through brand love among users of Acer laptops in the city of Cimahi. The research instrument has undergone validity and reliability testing, classic assumption testing, simple regression testing, and multiple regression testing. The instrument was used to collect data from respondents who are at least 17 years old and have used Acer laptops, which are the objects evaluated in this study. The number of respondents involved in this research is 90 individuals. The data instrument analysis was conducted using the SPSS software version 27 and Sobel test. The findings of this study indicate that brand experience has a positive effect on brand love, brand experience has a positive effect on brand loyalty, and brand love also has a positive impact on brand loyalty. However, brand love does not significantly mediate the relationship between brand experience and brand loyalty. What sets this research apart from previous studies is its focus on the city of Cimahi and the use of the latest secondary data in 2023.

References

Achmad Karim, F. (2023). Pengaruh Harga Citra Merek dan Kualitas Produk Terhadap Keputusan Pembelian Laptop Macbook Apple (Studi Pada Mahasiswa STIESA Surabaya) Prijati Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya. http://jurnalmahasiswa.stiesia.ac.id/index.php/jirm/article/view/5496

Alexander, & Lindsay, W. (2019). The Mediating Impact Of Brand Love And Brand Image Between Brand Experience And Brand Loyalty: An Analysis Of Car Brands. FORGOTTEN BOOKS. https://www.abacademies.org/articles/the-mediating-impact-of-brand-love-and-brand-image-between-brand-experience-and-brand-loyalty-an-analysis-of-car-brands-13316.html

Bae, B. R., & Kim, S.-E. (2023). Effect of brand experiences on brand loyalty mediated by brand love: the moderated mediation role of brand trust. FORGOTTEN BOOKS. https://doi.org/10.1108/APJML-03-2022-0203

Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73(3), 52–68. https://doi.org/10.1509/jmkg.73.3.52

Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. In Marketing Letters (Vol. 17, Issue 2, pp. 79–89). https://doi.org/10.1007/s11002-006-4219-2

Hariedh, M. R., & Alwie, A. P. (2018). Pengaruh Brand Image dan Product Quality terhadap Brand Love dan Brand Loyalty pada Pengguna Mobil Honda Jazz di Kota Pekanbaru. https://www.neliti.com/publications/183846/pengaruh-brand-image-dan-product-quality-terhadap-brand-love-dan-brand-loyalty-p#cite

jawapos.com. (2023). Penjualan Laptop Global Meningkat pada Q2 2023. https://www.jawapos.com/oto-dan-tekno/01560789/penjualan-laptop-global-meningkat-pada-q2-2023

Melati, S. (2023). Pengaruh Brand Identification, Self Expressivenes, Brand Love terhadap Customer Citizenship Behavior Pada Brand Button Scraves. Al Qalam: Jurnal Ilmiah Keagamaan Dan Kemasyarakatan, 17(6), 4073. https://doi.org/10.35931/aq.v17i6.2852

Putra, T. W., & Keni, K. (2020). Brand Experience, Perceived Value, Brand Trust Untuk Memprediksi Brand Loyalty: Brand Love Sebagai Variabel Mediasi. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 4(1), 184. https://doi.org/10.24912/jmieb.v4i1.7759

Rahmadhini, N., & Telagawathi, N. L. W. S. (2023). Pengaruh Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Laptop Merek Asus Di Kota Singaraja. Bisma: Jurnal Manajemen, 9(2). https://doi.org/10.23887/bjm.v9i2.66093

Rian, P., Suarsana, A., Endrawan, K., & Putra, S. (2023). Pengaruh Gaya Hidup Dan Citra Merek Terhadap Keputusan Pembelian Laptop Lenovo Di Kecamatan Buleleng. Jurnal Manajemen Dan Bisnis, 5(1). https://doi.org/10.23887/pjmb.v5i1.59183

Sekaran, U., & Bougie, R. (2017). Metode penelitian untuk bisnis. Jakarta: Salemba Empat.

Trisna Gulo, H. (2023). The Influence Of Brand Experience On Brand Loyalty Through Brand Love In Acer Brand Laptop Users In Medan City. Journal of Economics, 12(03). http://ejournal.seaninstitute.or.id/index.php/Ekonomi

Winatapradja, N. (2013). Ekuitas Merek Pengaruhnya Terhadap Keputusan Pembelian Produk Donat J.Co Donuts & Coffee Di Manado Town Square. Jurnal EMBA. https://doi.org/10.35794/emba.1.3.2013.1905.

DOI: http://dx.doi.org/10.29040/jie.v8i3.14684