Peran Consumer Happines dalam memediasi antara Brand Image terhadap Brand loyalty, Serta peran Kesadaran Diri Publik dalam Memoderasi hubungan antara Citra Merek dan Loyalitas Merek: Kasus Samsung

Afif Abdillah

Abstract


Penelitian ini bertujuan untuk mengetahui pengaruh peran kebahagiaan konsumen dalam memediasi hubungan antara citra merek dan loyalitas merek, dengan pengaruh kesadaran diri publik sebagai moderasi pada pengguna produk samsung. Penelitian ini menggunakan metode penelitian self-administred survey dengan menggunakan kuesioner melalui skala 1-10. Kuesioner didistribusikan kepada 260 responden menggunakan purpose sampling. sebagian besar laki-laki (56,9%) dan berusia 17-25 tahun (47,5%). Analisis menggunakan Structural Equation Modeling (SEM) menunjukkan bahwa kualitas layanan memiliki pengaruh positif signifikan terhadap citra merek, serta kebahagiaan konsumen memiliki pengaruh positif signifikan terhadap citra merek dan loyalitas merek. Kebahagiaan konsumen berfungsi sebagai mediator penting yang memperkuat pengaruh citra merek terhadap loyalitas merek.
Kata Kunci: Service Quality, Brand Image, Consumer Happines, Brand Loyalty, Public Self-Conciousness

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DOI: https://doi.org/10.37531/sejaman.v7i2.7719

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