Pengaruh Emotional Attachment dan Brand Trust pada Customer Loyalty yang Dimediasi Customer Satisfaction
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh emotional attachment dan brand trust terhadap customer loyalty yang dimediasi oleh customer satisfaction pada pelanggan Martabak Asli Bandung 21 Kemanggisan. Mengingat pentingnya menjaga customer loyalty, maka pemahaman mengenai faktor-faktor yang mempengaruhi loyalitas pada Martabak Asli Bandung 21 Kemanggisan menjadi relevan. Pemilihan sampel dilakukan dengan menggunakan teknik Non-Probability Sampling, dengan metode Purposive Sampling. Pengumpulan data melalui kuesioner yang disebarkan kepada pelanggan Martabak Asli Bandung 21 Kemanggisan. Terdapat 117 responden yang memenuhi kriteria penelitian. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan teknik analisis data Partial Least Square-Structural Equation Modeling (PLS-SEM) dengan aplikasi SmartPLS 4. Hasil penelitian menunjukkan bahwa emotional attachment dan brand trust berpengaruh positif dan signifikan terhadap customer loyalty. Customer satisfaction juga memiliki peran sebagai variabel mediasi untuk memperkuat hubungan antara emotional attachment dan brand trust terhadap customer loyalty.
This study aims to analyze the effect of emotional attachment and brand trust on customer loyalty mediated by customer satisfaction in Martabak Asli Bandung 21 Kemanggisan customers. Given the importance of maintaining customer loyalty, understanding the factors that influence loyalty at Martabak Asli Bandung 21 Kemanggisan is relevant. Sample selection is done using the Non-Probability Sampling technique, with the Purposive Sampling method. Data collection through questionnaires distributed to customers of Martabak Asli Bandung 21 Kemanggisan. There were 117 respondents who met the research criteria. The data were collected through questionnaires and analyzed using Partial Least Square- Structural Equation Modeling (PLS-SEM) data analysis techniques with the SmartPLS 4 application. The results showed that emotional attachment and brand trust positively and significantly affect customer loyalty. Customer satisfaction also has a role as a mediating variable to strengthen the relationship between emotional attachment and brand trust to customer loyalty.
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