Dampak Pengalaman Merek Terhadap Keterlibatan Merek Dan Ekuitas Merek Yang Dimediasi Oleh Brand Love Studi Pada Pelanggan Apple Di Indonesia

Maulana Ali Irfan, Rini Kuswati

Sari


This research aims to analyze the impact of brand experience on brand involvement and brand equity, mediated by brand love, among Apple customers in Indonesia. The research method employed is quantitative. Sampling was conducted using non-probability sampling techniques, specifically purposive sampling. Primary data was collected through a closed questionnaire distributed via Google Forms, using a Likert scale. The study's population consisted of 130 respondents who had been using Apple products for two years. To analyze the data, the PLS-SEM analysis technique was employed, allowing for the exploration and prediction of various complex models with less stringent data requirements. PLS-SEM is an appropriate analytical tool for this purpose. Additionally, the data was analyzed using PLS with the help of SMARTPLS software. The results of this study indicate that brand love can mediate the relationship between brand experience and both brand engagement and brand equity.

 

Keywords : Brand Experience, Brand Love, Brand Engagement, Brand Equity

Abstract

Studi ini bertujuan untuk menganalisis dampak pengalaman merek pada keterlibatan merek dan ekuitas merek yang dimediasi oleh brand love pada pelanggan Apple di Indonesia. Metode riset yang dipakai yakni metode kuantitatif. Dalam mengambil sampel dilaksanakan memakai teknik non-probability sampling, dengan pendekatan purposive sampling. Data utama didapat dari kuesioner tertutup yang disebarkan lewat Google Form, menggunakan skala Likert. Populasi yang diteliti adalah 130 responden yang selama dua tahun telah memakai produk Apple. Untuk menganalisis data, digunakan teknik analisis PLS-SEM, yang memungkinkan eksplorasi dan prediksi beragam model kompleks dengan sejumlah persyaratan data yang tidak terlalu ketat. PLS-SEM adalah alat analisis yang sesuai untuk tujuan ini. Berikutnya, dengan bantuan perangkat lunak SMARTPLS data dianalisis menggunakan PLS. Hasil riset ini memperlihatkan bila brand love bisa memediasi relasi antara pengalaman merek dengan keterlibatan merek dan ekuitas merek.

Kata-kata Kunci : Pengalaman Merek, Brand Love, Keterlibatan Merek, Ekuitas Merek. 


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Referensi


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DOI: https://doi.org/10.37531/yum.v7i2.6937

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