Pengaruh Brand Love Pada Brand Loyalty Melalui Self - Esteem dan Brand Trust

Devi Devi, Farah Margaretha, Willy Arafah

Abstract


Penelitian ini bertujuan untuk mengetahui hubungan antara Brand Love, Self – Esteem, Brand Trust terhadap Brand Loyalty pada Industri smartphone di Indonesia. Penelitian ini menggunakan data primer yang diperoleh dengan cara menyebarkan kuesioner secara online menggunakan bantuan google form. Sampel penelitian ini terdiri dari 220 orang di Indonesia yang tertarik dengan industri smartphone. Responden dari penelitian ini adalah konsumen yang melakukan penggunaan smartphone minimal dalam kurun waktu 1 tahun terakhir. Data dari penelitian ini yaitu data cross sectional dimana data yang didapat dalam tempo waktu yang telah ditetapkan. Analisis data untuk uji hipotesis menggunakan analisis Structural Equation Model (SEM). Hasil dari penelitian ini menjelaskan bahwa Brand Love berpengaruh positif terhadap Self - Esteem. Self – Esteem berpengaruh positif terhadap Brand Loyalty. Sedangkan untuk Brand Love berpengaruh positif terhadap Brand Trust. Lalu, Brand Trust berpengaruh positif terhadap Brand Loyalty, Self Esteem memediasi pengaruh Brand Love terhadap Brand Loyalty. Brand Trust memediasi pengaruh Brand Love terhadap Brand Loyalty. Beberapa saran lain untuk manajer juga dijelaskan dalam penelitian ini perilaku dan preferensi konsumen sangat penting untuk mempertahankan hubungan jangka panjang perusahaan dengan konsumen dalam bentuk kelangsungan bisnis perusahaan dan loyalitas konsumen. Untuk penelitian selanjutnya disarankan menggunakan variabel berbeda seperti emotional commitment dan behavioral commitment.

Kata Kunci: brand love; self esteem; brand trust; brand loyalty.

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References


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DOI: https://doi.org/10.37531/sejaman.v6i1.3645

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